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PurposeThe purpose of this paper is to propose the activity‐based focus group as a useful method with which to generate talk‐in‐interaction among pre‐schoolers. Analytically, it aims to illustrate how transcribed talk‐in‐interaction can be subjected to a discourse analytic lens, to produce insights into how pre‐schoolers use “Coca‐Cola” as a conversational resource with which to build product‐related meanings and social selves.Design/methodology/approachFourteen activity‐based discussion groups with pre‐schoolers aged between two and five years have been conducted in a number of settings including privately run Montessori schools and community based preschools in Dublin. The talk generated through these groups has been transcribed using the conventions of conversation analysis (CA). Passages of talk characterized by the topic of Coca‐Cola were isolated and a sub‐sample of these are analysed here using a CA‐informed discourse analytic approach.FindingsA number of linguistic repertoires are drawn on, including health, permission and age. Coca‐Cola is constructed as something which is “bad” and has the potential to make one “mad”. It is an occasion‐based product permitted by parents for example as a treat, at the cinema or at McDonalds. It can be utilised to build “age‐based” social selves. “Big” boys or girls can drink Coca‐Cola but it is not suitable for “babies”.Originality/valueThis paper provides insight into the use of the activity‐based focus group as a data generation tool for use with pre‐schoolers. A discourse analytic approach to the interpretation of children's talk‐in‐interaction suggests that the preschool consumer is competent in accessing and employing a consumer artefact such as Coca‐Cola as a malleable resource with which to negotiate product meanings and social selves. |
