Got Milk? Then Get Rid of It! the Making of a Mythology of Family Health

This paper follows the counter-discourse of the anti-milk trend building around a popular book in Denmark, a traditionally dairy producing and consuming country. It follows the growing movement of inspired by Mauritzen’s book and examines the growing mistrust in health messages from the government. It uses interviews and public debate events to establish the link between health, body, individual and state in a Danish setting.



Citation:

Dorthe Brogård Kristensen and Søren Askegaard (2011) ,"Got Milk? Then Get Rid of It! the Making of a Mythology of Family Health", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 9_10.

Authors

Dorthe Brogård Kristensen , University of Southern Denmark, Odense
Søren Askegaard, University of Southern Denmark, Odense



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

Seeing Brands Through Rose-Colored Lenses: When Fear of Being Taken Advantage Of Leads to Increased Trust

Steven Shepherd, Oklahoma State University, USA
Gavan Fitzsimons, Duke University, USA

Read More

Featured

How the Past Shapes the Present: The Assimilation of Enjoyment to Similar Past Experiences

Anika Stuppy, Erasmus University Rotterdam, The Netherlands
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands

Read More

Featured

Who Gets Credit? Who Gets Blame? The Role of Agency in Ethical Production

Neeru Paharia, Georgetown University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.