Table A1 Datatable CDA concepts Guiding... | Emerald Publishing

Table A1

Datatable

CDA concepts	Guiding questions for analysis	Form of interdiscursivity	Theoretically oriented codes	Data examples (produce of Finland)
Subject positions	How are particular subjects positioned regarding ethnocentric consumption and responsibility?	Positioning interdiscourses	Typical Finnish consumer Normative conceptions of Finnish consumers Consumers endowed with the economic resources to make a difference	[visual imagery (e.g. rye bread, winter scenery, sun rise in the forest), available at: https://www.hyvaasuomesta.fi/english]	The total amount of Finnish food exports to Russia was 430 million euros in 2013 [- -]. This is approx. 100 € per Finnish citizen. [- -] If every citizen would use that 100 euros more to Finnish produce, that would compensate for the loss from diminished exports. (11/8/2014 PoF press release)
Conceptual relations	How is ethnocentric and responsible consumption argued for?	Argumentative interdiscourses	Economic calculations Competitive advantages Safety of consumption Societal sustainability Environmental sustainability Confrontation with global markets	In Finland, antibiotics are not used for growth promotion in cattle raising. The use of antibiotics for medical purposes too is on the second lowest level within the whole EU. The differences in the use of antibiotics within EU are large, and the rest of the world is only beginning to understand the misuse of antibiotics. (PoF website ‘Antibiotics only when necessary')	Will there be enough food in Finland, if a crisis disturbs our country's trade relations with the rest of the world? The answer is yes, as far as our food system is self-sufficient enough. Favouring Finnish food ensures the security of supply. (PoF website ‘Who will feed us’)
Objects	How are classes of appropriate consumption objects for ethnocentric consumption constituted?	Classificatory interdiscourses	Labels as guiding consumers Labels as distinctions Labels as societal influence Labels as criteria	For a consumer interested in the origin of food, package labels are the primary source of information. By using the voluntary Produce of Finland label, the producer communicates not only of the Finnish origin of their produce but also of their commitment to develop domestic food production and local welfare. (29/8/2014 PoF press release)	The basic idea of the label is simple enough, and the message can be communicated with only two concepts: labelled product and conscious consumer. (PoF website ‘Label’s history, Simple message connects’)

CDA concepts	Guiding questions for analysis	Form of interdiscursivity	Theoretically oriented codes	Data examples (produce of Finland)
Subject positions	How are particular subjects positioned regarding ethnocentric consumption and responsibility?	Positioning interdiscourses	Typical Finnish consumerNormative conceptions of Finnish consumersConsumers endowed with the economic resources to make a difference	[visual imagery (e.g. rye bread, winter scenery, sun rise in the forest), available at: https://www.hyvaasuomesta.fi/english]	The total amount of Finnishfood exports to Russia was 430 million euros in 2013 [- -]. This is approx. 100 € per Finnish citizen. [- -] If every citizen would use that 100 euros more to Finnish produce, that would compensate for the loss from diminished exports. (11/8/2014 PoF press release)
Conceptual relations	How is ethnocentric and responsible consumption argued for?	Argumentative interdiscourses	Economic calculationsCompetitive advantagesSafety of consumptionSocietal sustainabilityEnvironmental sustainabilityConfrontation with global markets	In Finland, antibiotics are not used for growth promotion in cattle raising. The use of antibiotics for medical purposes too is on the second lowest level within the whole EU. The differences in the use of antibiotics within EU are large, and the rest of the world is only beginning to understand the misuse of antibiotics. (PoF website ‘Antibiotics only when necessary')	Will there be enough food in Finland, if a crisis disturbs our country's trade relations with the rest of the world? The answer is yes, as far as our food system is self-sufficient enough. Favouring Finnish food ensures the security of supply. (PoF website ‘Who will feed us’)
Objects	How are classes of appropriate consumption objects for ethnocentric consumption constituted?	Classificatory interdiscourses	Labels as guiding consumersLabels as distinctionsLabels as societal influenceLabels as criteria	For a consumer interested in the origin of food, package labels are the primary source of information. By using the voluntary Produce of Finland label, the producer communicates not only of the Finnish origin of their produce but also of their commitment to develop domestic food production and local welfare. (29/8/2014 PoF press release)	The basic idea of the label is simple enough, and the message can be communicated with only two concepts: labelled product and conscious consumer.(PoF website ‘Label’s history, Simple message connects’)

Data examples (The association of Finnish labour & blue-white footprint campaign)
The most important shopping places for summer consumers are marketplaces (63%), shopping markets (57%) and small shops (43%). During the summer time consumers are more spontaneous (68%). 45% of Finnish consumers make unplanned purchases. (7/2014 BW campaign news)	72% of Finns think that Finnish food producers are respected too little. (3/2016 BW campaign research report)	We as consumers are responsible for what happens to domestic labour. We all can affect with our actions and choices how Finnish labour is done and how services are bought. In the end this is what solves what happens to Finnish work and Finland. This belongs to all of us – a value choice. (5/2015 BW campaign blog)
Finnish food is even more significant for our customers, as the research reports of the Association of Finnish labour show. The retail sales of [a food chain] already now consists over 80% of Finnish products, so even by entering a [food chain store] the customer has made the decision to support Finnish labour. Finnishness and locality are a competitive advantage for us which we want to keep. (2/2015 BW campaign news)	Finland has good workers who follow instructions, are reliable and committed. They do not need to be supervised separately. Logistics is precise and reliable. Transporting and warehousing related risks and threats are eliminated/diminished. Efficient machinery. Precise quality controls. Safe production materials. Finland is safe and politically stable country, no surprises and foreseeability is good. I did not come up with the previous arguments for domestic production. I asked some Finnish producers. They know why they are producing here. (1/2016 BW Campaign blog)	Each of us can affect the preservation of workplaces through our consumption choices. 72% of Finns said in research “The Finns and labour” conducted in spring 2015 that the closer the product they are offered is the better. Local products are associated with quality, employment effect and lower carbon footprint. Nine out of ten Finns state that Finnishness has a positive affect when doing groceries. (1/2016 BW Campaign blog)
The blue-white footprint label helps customers to identify products made or designed in Finland, promoting Finnish labour (3/2014 BW campaign info)	In April 2015 the key-flag label is on over 3000 products, product ranges or services. There is a variety of users with firms from all sectors. There are firms from producing industries, service firms, small, big, b-to-b-firms. (3/2015 BW campaign news)	‘Choosing a key-flag labelled product or service is seen as societal influence and value choice that helps Finnish labour and wellbeing’, says the CEO of the Association of Finnish labour. (12/2015 BW campaign news)

Data examples (The association of Finnish labour & blue-white footprint campaign)
The most important shopping places for summer consumers are marketplaces (63%), shopping markets (57%) and small shops (43%). During the summer time consumers are more spontaneous (68%). 45% of Finnish consumers make unplanned purchases. (7/2014 BW campaign news)	72% of Finns think that Finnish food producers are respected too little. (3/2016 BW campaign research report)	We as consumers are responsible for what happens to domestic labour. We all can affect with our actions and choices how Finnish labour is done and how services are bought. In the end this is what solves what happens to Finnish work and Finland. This belongs to all of us – a value choice. (5/2015 BW campaign blog)
Finnish food is even more significant for our customers, as the research reports of the Association of Finnish labour show. The retail sales of [a food chain] already now consists over 80% of Finnish products, so even by entering a [food chain store] the customer has made the decision to support Finnish labour. Finnishness and locality are a competitive advantage for us which we want to keep. (2/2015 BW campaign news)	Finland has good workers who follow instructions, are reliable and committed. They do not need to be supervised separately. Logistics is precise and reliable. Transporting and warehousing related risks and threats are eliminated/diminished. Efficient machinery. Precise quality controls. Safe production materials. Finland is safe and politically stable country, no surprises and foreseeability is good. I did not come up with the previous arguments for domestic production. I asked some Finnish producers. They know why they are producing here. (1/2016 BW Campaign blog)	Each of us can affect the preservation of workplaces through our consumption choices. 72% of Finns said in research “The Finns and labour” conducted in spring 2015 that the closer the product they are offered is the better. Local products are associated with quality, employment effect and lower carbon footprint. Nine out of ten Finns state that Finnishness has a positive affect when doing groceries. (1/2016 BW Campaign blog)
The blue-white footprint label helps customers to identify products made or designed in Finland, promoting Finnish labour (3/2014 BW campaign info)	In April 2015 the key-flag label is on over 3000 products, product ranges or services. There is a variety of users with firms from all sectors. There are firms from producing industries, service firms, small, big, b-to-b-firms. (3/2015 BW campaign news)	‘Choosing a key-flag labelled product or service is seen as societal influence and value choice that helps Finnish labour and wellbeing’, says the CEO of the Association of Finnish labour. (12/2015 BW campaign news)