The representation of shopping in children’s books

Olivier Badot, Joel Bree, Coralie Damay, Nathalie Guichard (), Jean-Francois Lemoine () and Max Poulain ()
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Olivier Badot: ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris
Joel Bree: ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School, UNICAEN - Université de Caen Normandie - NU - Normandie Université
Coralie Damay: ISC Paris - Institut Supérieur du Commerce de Paris
Nathalie Guichard: RITM - Réseaux Innovation Territoires et Mondialisation - UP11 - Université Paris-Sud - Paris 11, UP11 - Université Paris-Sud - Paris 11
Jean-Francois Lemoine: UP1 - Université Paris 1 Panthéon-Sorbonne, PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School
Max Poulain: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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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.

Date: 2016-10-10
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Published in International Journal of Retail and Distribution Management, 2016, 44 (10), pp.976-995. ⟨10.1108/IJRDM-08-2015-0134⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03876120

DOI: 10.1108/IJRDM-08-2015-0134

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