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

Journal article
Authors Maria Fuentes
Helene Brembeck
Published in Consumption, markets & culture
Volume 20
Issue 2
Pages 153-175
ISSN 1025-3866
Publication year 2017
Published at Centre for Consumer Science
Pages 153-175
Language en
Links dx.doi.org/10.1080/10253866.2016.12...
Keywords Web marketing, weaning practice, mothering, frame analysis, convenience
Subject categories Business Administration, Ethnology

Abstract

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.

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