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Maria Fuentes.

Maria Fuentes

Senior lecturer, associate professor

Maria Fuentes.

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

Author

  • Maria Fuentes
  • Helene Brembeck

Summary, in English

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.

Publishing year

2017

Language

English

Pages

153-175

Publication/Series

Consumption Markets and Culture

Volume

20

Issue

2

Document type

Journal article

Publisher

Taylor & Francis

Topic

  • Social Sciences Interdisciplinary

Keywords

  • web marketing
  • weaning practice
  • mothering
  • frame analysis
  • convenience

Status

Published

ISBN/ISSN/Other

  • ISSN: 1025-3866