An Exploration Into Children’S Use of Brand Knowledge and Consumer Culture As a Social Resource: a Discourse Analysis Approach

This study explores children’s discourse surrounding consumer culture. It is based on a piece of empirical research conducted with children ranging between five and seven years. A focus group setting is used. Popular topics including toys, movies, and television form the basis of the discussion. It employs conversation analysis and discourse analysis in looking at the way children construct social worlds through the use of language. Conversational strategies are identified along with the knowledge and gender-based repertoires that were employed by the children as they constructed social position employing consumer culture as a social resource.



Citation:

Olivia Freeman and Dr. Brian Torode (2005) ,"An Exploration Into Children’S Use of Brand Knowledge and Consumer Culture As a Social Resource: a Discourse Analysis Approach", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research.

Authors

Olivia Freeman, Dublin Institute of Technology
Dr. Brian Torode, Trinity College Dublin



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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