transparent gif

 

Ej inloggad.

Göteborgs universitets publikationer

Best for baby? Framing weaning practice and motherhood in web-mediated marketing.

Författare och institution:
Maria Fuentes (Centrum för konsumtionsvetenskap (CFK)); Helene Brembeck (Centrum för konsumtionsvetenskap (CFK))
Publicerad i:
Consumption, markets & culture,
ISSN:
1025-3866
E-ISSN:
1477-223X
Publikationstyp:
Artikel, refereegranskad vetenskaplig
Publiceringsår:
2016
Språk:
engelska
Fulltextlänk:
Sammanfattning (abstract):
The aim is to illustrate how web marketing frame commercial baby food as a value-adding part of weaning practice and discuss how various ways of framing relate to contemporary mothering ideals. Drawing on “practice” and “frame analysis,” we illustrate how four baby food producers’ web marketing frame commercial baby food and weaning as “medical,” “fun” or “convenient.” The analysis shows that the web material offers a range of images and ideals that could function as discursive resources in mothers’ everyday feeding practices, while at the same time providing a good fit with several, rather than one specific mothering ideal. Besides adding to our knowledge on mothering this work illustrates the role that marketing play in configuring consumer practices. As a form of representation of consumer practice marketing involves a range of images offering discursive resources and supports consumers in negotiating actual and ideal practices linked to cultural ideals on consumption.
Ämne (baseras på Högskoleverkets indelning av forskningsämnen):
SAMHÄLLSVETENSKAP ->
Ekonomi och näringsliv ->
Företagsekonomi
HUMANIORA ->
Annan humaniora ->
Etnologi
Nyckelord:
Web marketing, weaning practice, mothering, frame analysis, convenience
Postens nummer:
239911
Posten skapad:
2016-08-08 10:02
Posten ändrad:
2016-08-09 09:46

Visa i Endnote-format

Göteborgs universitet • Tel. 031-786 0000
© Göteborgs universitet 2007