Brands as cultural resources in children’s peer culture
| Autor: | Angélique Rodhain, Valérie Hemar-Nicolas |
|---|---|
| Přispěvatelé: | Réseaux Innovation Territoires et Mondialisation (RITM), Université Paris-Sud - Paris 11 (UP11), Montpellier Research in Management (MRM), Université Paul-Valéry - Montpellier 3 (UPVM)-Université de Perpignan Via Domitia (UPVD)-Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School-Université de Montpellier (UM), Université Montpellier 1 (UM1)-Université Paul-Valéry - Montpellier 3 (UPVM)-Université Montpellier 2 - Sciences et Techniques (UM2)-Université de Perpignan Via Domitia (UPVD)-Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School-Université de Montpellier (UM) |
| Jazyk: | angličtina |
| Rok vydání: | 2015 |
| Předmět: |
Marketing
Economics and Econometrics Social Psychology business.industry 4. Education media_common.quotation_subject 05 social sciences Vulnerability Brand culture Peer group Advertising Public relations Childhood studies Corporate branding Anthropology 0502 economics and business Ethnography [SHS.GESTION]Humanities and Social Sciences/Business administration 050211 marketing Sociology Consumer socialization Empowerment business 050203 business & management media_common |
| Zdroj: | Consumption, Markets and Culture Consumption, Markets and Culture, Taylor & Francis, 2015, 20 (3), pp.193-214. ⟨10.1080/10253866.2016.1205494⟩ |
| ISSN: | 1025-3866 |
| DOI: | 10.1080/10253866.2016.1205494⟩ |
| Popis: | International audience; This article examines how children collectively appropriate brands as cultural resources. From the New Childhood Studies perspective, an ethnographic study was conducted in schools to investigate the engagement of 10- to 11-year-old children in brand culture. The findings demonstrate that, through a process similar to Corsaro’s model of interpretive reproduction, children do not simply reproduce brand culture; instead, they actively use branding to fuel their peer culture. Mastering and manipulating brands are thus sources for integration or exclusion within the peer group and for differentiation from the adult world. We show the paradoxical impacts of branding on children’s well-being and participate in the debate on their vulnerability to marketing by highlighting how they deploy brand culture to interact in their social spheres, with the consequence being that their would-be empowerment remains entangled in the “brandscape.” Last, we contribute to a better understanding of the concept of culturally based brand literacy. |
| Databáze: | OpenAIRE |
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