Best for Baby? Framing weaning practice and motherhood in web-mediated marketing
(2017) In Consumption Markets and Culture 20(2). p.153-175- 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... (More)
- 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. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/808fc065-5e87-4f4d-a8af-ecb55c9c69d7
- author
- Fuentes, Maria LU and Brembeck, Helene
- publishing date
- 2017
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- web marketing, weaning practice, mothering, frame analysis, convenience
- in
- Consumption Markets and Culture
- volume
- 20
- issue
- 2
- pages
- 153 - 175
- publisher
- Taylor & Francis
- external identifiers
-
- scopus:84979052686
- ISSN
- 1025-3866
- DOI
- 10.1080/10253866.2016.1205493
- language
- English
- LU publication?
- no
- id
- 808fc065-5e87-4f4d-a8af-ecb55c9c69d7
- date added to LUP
- 2019-03-11 13:58:31
- date last changed
- 2022-04-25 22:03:31
@article{808fc065-5e87-4f4d-a8af-ecb55c9c69d7,
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.}},
author = {{Fuentes, Maria and Brembeck, Helene}},
issn = {{1025-3866}},
keywords = {{web marketing; weaning practice; mothering; frame analysis; convenience}},
language = {{eng}},
number = {{2}},
pages = {{153--175}},
publisher = {{Taylor & Francis}},
series = {{Consumption Markets and Culture}},
title = {{Best for Baby? Framing weaning practice and motherhood in web-mediated marketing}},
url = {{http://dx.doi.org/10.1080/10253866.2016.1205493}},
doi = {{10.1080/10253866.2016.1205493}},
volume = {{20}},
year = {{2017}},
}