There has been an increase of food products marketed through buzzwords like organic, ‘local’, ‘recyclable’, ‘Fair-trade’. These have been described as part of a newer kind of ethical or emotional capitalism, where consumers can align with political issues through acts of shopping. The problem is that such acts replace or shape what we know about, and how we act towards, actual socio-political matters. In this paper, we look at one example of such a product: Oatly, a milk alternative, which brands itself as sustainable and anti-corporate. Taking a Multimodal Critical Discourse Analytical approach, we want to learn more about how such brands do not actually state details of the socio-political issue alongside which they align (its causes, process, solutions) yet successfully communicate a compelling sense that buying the product is a form of social activism in a way which cleverly implicates consumers to internalize its values and give them a powerful sense of being part of a political moral order. And this is a form of activism which is fun, chic and rather easy.

通过流行语如有机，“本地”，“可循环利用”，“公平贸易”销售的食品有所增加。这些已被描述为一种新型的道德或情感资本主义的一部分，在这种资本主义中，消费者可以通过购物行为来适应政治问题。问题在于，这种行为取代或塑造了我们对实际社会政治事务的了解以及我们如何采取行动。在本文中，我们看一个这样的产品的例子：燕麦，一种牛奶替代品，其自身具有可持续性和反企业性的品牌。我们希望采用多模式批评性话语分析方法，以了解更多有关此类品牌如何实际上不陈述与之相符的社会政治问题细节（其成因，过程，解决方案），但成功传达了一种令人信服的观念，即购买产品是一种社会行动主义，巧妙地暗示了消费者将其价值内部化，并赋予他们强烈的参与政治道德秩序的意识。这是一种有趣，时髦且轻松的行动主义形式。