The representation of shopping in children’s books
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 10 October 2016
Abstract
Purpose
The purpose of this paper is to identify the representations, figures and processes of shopping/commerce in books published in France that are aimed at three to seven-year-olds.
Design/methodology/approach
A semiotic analysis of nearly 50 books published over the past 60 years.
Findings
These books reveal a broad diversity in the images of shops given to children (ranging from the traditional shop, a source of pleasure and creator of social ties, to the hypermarket/megastore, a symbol of stress and overconsumption) and the wealth of information that is given to children to help them assimilate the process of a shopping transaction.
Originality/value
The originality and richness of this research lies in its methodological approach. Indeed, it is perfectly aligned with a recent academic trend that calls on researchers to mobilise and compare new data collection tools to apprehend current and future consumer behaviour. Consequently this research is based on an immersion in children’s books that depict the world of commerce in one way or another.
Keywords
Citation
Badot, O., Bree, J., Damay, C., Guichard, N., Lemoine, J.F. and Poulain, M. (2016), "The representation of shopping in children’s books", International Journal of Retail & Distribution Management, Vol. 44 No. 10, pp. 976-995. https://doi.org/10.1108/IJRDM-08-2015-0134
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited