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Re-discovery and re-interpretation of ethnic heritage: a semiotic exploration of French ethnic consumers’ reculturation process

Darpy, Denis; Dercourt, Virginie (2009), Re-discovery and re-interpretation of ethnic heritage: a semiotic exploration of French ethnic consumers’ reculturation process, Consumer Culture Theory Conference, 2008-06, Boston, United States

Type
Communication / Conférence
Date
2009
Conference title
Consumer Culture Theory Conference
Conference date
2008-06
Conference city
Boston
Conference country
United States
Metadata
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Author(s)
Darpy, Denis
Dauphine Recherches en Management [DRM]
Dercourt, Virginie
Centre d'Economie de l'Université Paris Nord (ancienne affiliation) [CEPN]
Abstract (EN)
By means of qualitative studies of ethnic consumers with Moroccan, Tahitian, Turkish and Congolese backgrounds, this article demonstrates that ethnic consumers in France are experiencing reculturation through consumption, using products, brands and points of sale to negotiate this re-discovery and re-interpretation of their ethnic heritage. This interpretation of consumer behavior is grounded in semiotics, building upon Greimas and Courtés (1993) contributions. The semiotic square - From here and From there - is developed to show how individuals are reclaiming their ethnic heritage through products, brands and retail outlets.
Subjects / Keywords
Consommation; France; Reculturation; Héritage ethnique; Comportement du consommateur
JEL
D11 - Consumer Economics: Theory
D12 - Consumer Economics: Empirical Analysis
M31 - Marketing