Keywords: Semiotic square
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Journal Articles
Qualitative Market Research: An International Journal (2018) 21 (3): 337–352.
Published: 11 June 2018
..., generated in Finland after the year 2013. The data are analysed applying Greimas’ (1987 ) semiotic square to open up the semantic meaning categories appearing in the media discussions. Findings The semiotic square shows that the meanings of horsemeat arise between the binary oppositions of human-like...

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