Portuguese Supermarkets and their Cooking Magazines: A Spread of Paradoxes Around the Sustainable Discourses

Abstract

Seeking to establish how supermarket chains have dealt with the 17 Sustainable Development Goals of the 2030 Agenda, this paper analyzed the discourses of two cooking magazines promoted by the two major Portuguese supermarket brands: Continente Magazine, owned by the Continente chain, and Sabe Bem, supported by the Pingo Doce supermarkets. As they represent supermarket brands and the Portuguese food culture, analyzing these publications' discourses, we could identify their relationship with the sustainable principles advocated by the 2030 Agenda through its addressers' verbal and image choices. We concluded that among the several fragilities implicit in this relationship, several principles of the Agenda are kept at the edges of the magazines' discourses, including the second Sustainable Development Goal, which deals specifically with food.