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L'allaitement maternel: analyse sémiotique et approche éducommunicationnelle

Breastfeeding: semiotic analysis and éducommunicationnelle approach; handling the meanings and performative acts
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Bonjour, Audrey

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Abstract Our contribution aims to describe the value system carried by a particular practice what consumption breastfeeding and through communication campaigns, including posters. Our results lead us first to introduce the link between beliefs and imaginary figurability of breastfeeding by providing an analysis in terms of sensory experience, semiological breaks and handling of the normative framework. Then we update the axiology of breastfeeding with original opposition of nature versus culture and the importance of moral values. Finally, we analyze how these campaigns are involved in creating a communicative ecosystem (éducosystème) promoting participation and individual commitment. Through this semiotic analysis and éducommunicationnelle of breastfeeding, we show that a new social imagination is in progress. (author's abstract)
Keywords communication; semiotics; nutrition; baby; value system; sensitization; formation of consciousness; motherhood; image; social norm; manipulation; poster; campaign
Classification Sociology of Communication, Sociology of Language, Sociolinguistics; Impact Research, Recipient Research
Free Keywords breastfeeding; educommunication; semiotics of food and taste
Document language French
Publication Year 2015
Page/Pages p. 165-180
Journal ESSACHESS - Journal for Communication Studies, 8 (2015) 2
Issue topic The alimentary and gustative imaginary
ISSN 1775-352X
Status Published Version; peer reviewed
Licence Creative Commons - Attribution-NonCommercial