6533b7d3fe1ef96bd1260198
RESEARCH PRODUCT
The Representation of Shopping in Children’s Books
Jean-françois LemoineCoralie DamayOlivier BadotMax PoulainJoël BreeNathalie Guichardsubject
Marketingmedia_common.quotation_subject05 social sciences050301 educationAdvertisingPleasureInterpersonal tiesOverconsumptionOriginality0502 economics and businessHypermarketSemiotics[SHS.GESTION]Humanities and Social Sciences/Business administration050211 marketingSociologyBusiness and International Management[SHS.GESTION] Humanities and Social Sciences/Business administration0503 educationDatabase transactionConsumer behaviourComputingMilieux_MISCELLANEOUSmedia_commondescription
Purpose The purpose of this paper is to identify the representations, figures and processes of shopping/commerce in books published in France that are aimed at three to seven-year-olds. Design/methodology/approach A semiotic analysis of nearly 50 books published over the past 60 years. Findings These books reveal a broad diversity in the images of shops given to children (ranging from the traditional shop, a source of pleasure and creator of social ties, to the hypermarket/megastore, a symbol of stress and overconsumption) and the wealth of information that is given to children to help them assimilate the process of a shopping transaction. Originality/value The originality and richness of this research lies in its methodological approach. Indeed, it is perfectly aligned with a recent academic trend that calls on researchers to mobilise and compare new data collection tools to apprehend current and future consumer behaviour. Consequently this research is based on an immersion in children’s books that depict the world of commerce in one way or another.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2016-10-10 |