Commodification of nature : social construction of bottled spring water

Abstract

This thesis aims to investigate the social processes that are involved in constructing a commodity and a consumer need in a commercial society. In Norway bottled spring water is a symbol of nature while representing the power of marketing and consumer culture. The study explores how spring water has been transformed into a commodity without loosing its symbolic value. Ringnes launched Imsdal in 1994, and is regarded as the first successful brand within bottled spring water in this country. I will use Imsdal as a case in order to explore how marketing and advertising are used as tools to create needs and desires for bottled spring water, while social groups make their own interpretations of the commodity and apply these according to existing tendencies, and their practise of use. I will use terms and concepts from the Social Construction of Technology (SCOT) approach and culture studies in order to explore how culture, commercial interests, media, public institutions, consumers and non-users of Imsdal all contribute in a social process of designing and shaping Imsdal.

Keywords: SCOT, consumer culture, commodification, marketing, bottled spring water