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

Denis Darpy and Virginie Dercourt
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Denis Darpy: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Virginie Dercourt: CEPN - Centre d'Economie de l'Université Paris Nord (ancienne affiliation) - UP13 - Université Paris 13 - CNRS - Centre National de la Recherche Scientifique

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Abstract: 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.

Keywords: Consommation; France; Reculturation; Héritage ethnique; Comportement du consommateur (search for similar items in EconPapers)
Date: 2008-06
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Published in Consumer Culture Theory Conference, Jun 2008, Boston, United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01518838

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