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Maria Fuentes.

Maria Fuentes

Universitetslektor, docent

Maria Fuentes.

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

Författare

  • 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.

Publiceringsår

2017

Språk

Engelska

Sidor

153-175

Publikation/Tidskrift/Serie

Consumption Markets and Culture

Volym

20

Avvikelse

2

Dokumenttyp

Artikel i tidskrift

Förlag

Routledge

Ämne

  • Other Social Sciences

Nyckelord

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

Aktiv

Published

ISBN/ISSN/Övrigt

  • ISSN: 1025-3866