Do as I Say, Not as I Do: The Relationship between Adults in the Process of Children Socialization in Food Consumption
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12145 |
Resumo: | The parent-child relationship in the process of children socialization has been examined in several studies concerning parental style and communication patterns. However, even though the socialization process is known to vary from family to family, there is still need to better understand the negotiation that happens between tutors and children. The aim of this paper was to verify how the relationship between those responsible for the child (father, mother and grandmother) creates a specific family dynamics, which leads to a unique socialization process. The goal of this study becomes particularly complex when you consider the great diversity of family arrangements in contemporary society, differing from the common father-mother structure. The context of the study was food consumption, using the brand Coca-Cola as a market resource that materializes parental dynamics. The investigation followed a qualitative approach. Researchers interviewed those responsible for the child education. Seven families were examined, with a total of twelve people interviewed. The results showed that the relationship between adults generates specific parental mediation patterns, in the context of consumer socialization. A typology of parental mediation dynamics was suggested: consonant cooperation, conflict, central power and diffuse cooperation. It was also found that Coca-Cola is a brand with different functions and patterns in each context of parental mediation. |
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Do as I Say, Not as I Do: The Relationship between Adults in the Process of Children Socialization in Food ConsumptionFaça o que Eu Digo, Não Faça o que Eu Faço: A Relação entre Adultos na Socialização Infantil no Consumo AlimentarFamily; Consumer Socialization; Coca-Cola; Parental Style; Family Identity; Food Consumption.Família; Socialização do Consumidor; Coca-Cola; Estilo Parental, Identidade Familiar, Consumo AlimentarThe parent-child relationship in the process of children socialization has been examined in several studies concerning parental style and communication patterns. However, even though the socialization process is known to vary from family to family, there is still need to better understand the negotiation that happens between tutors and children. The aim of this paper was to verify how the relationship between those responsible for the child (father, mother and grandmother) creates a specific family dynamics, which leads to a unique socialization process. The goal of this study becomes particularly complex when you consider the great diversity of family arrangements in contemporary society, differing from the common father-mother structure. The context of the study was food consumption, using the brand Coca-Cola as a market resource that materializes parental dynamics. The investigation followed a qualitative approach. Researchers interviewed those responsible for the child education. Seven families were examined, with a total of twelve people interviewed. The results showed that the relationship between adults generates specific parental mediation patterns, in the context of consumer socialization. A typology of parental mediation dynamics was suggested: consonant cooperation, conflict, central power and diffuse cooperation. It was also found that Coca-Cola is a brand with different functions and patterns in each context of parental mediation.A relao entre pais e filhos no processo de socializao da criana foi foco de diversos estudos sobre estilos parentais e padres de comunicao. No entanto, ainda que se saiba que o processo de socializao varia de famlia para famlia, ainda h espao para maior aprofundamento na reflexo sobre negociaes entre adultos que esto frente das diretrizes de transmisso. Neste trabalho, buscou-se verificar de que forma as relaes entre adultos, responsveis (pai, me e av) pela criana, criam uma dinmica especfica de transmisso, que modula e particulariza o processo de socializao infantil. Esse objetivo torna-se particularmente complexo se o posicionamos no panorama contemporneo, de onde emerge grande diversidade de arranjos familiares, reduzindo o protagonismo da dupla me-pai. Considerou-se o contexto especfico do consumo de alimentos, utilizando a marca Coca-Cola como recurso de mercado para materializar as dinmicas parentais. O estudo foi de natureza qualitativa, conduzido por meio de entrevistas em profundidade com sete famlias, totalizando doze entrevistados, onde foram entrevistados os responsveis pela criana. Os achados da pesquisa mostram que a relao entre adultos gera padres especficos de mediao parental, dentro do processo de socializao. Prope-se uma tipologia de dinmicas de mediao parental: cooperao harmoniosa, conflito, centralidade de poder e cooperao difusa. A marca Coca-Cola encontrou funes e padres de consumo particulares em cada contexto de mediao.Universidade Nove de Julho - Uninove2016-11-25info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1214510.5585/remark.v15i4.3409ReMark - Revista Brasileira de Marketing; v. 15, n. 4 (2016): Edição Especial - Encontro de Marketing (EMA); 474-4852177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12145/5790Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessMassyliouk, Maria Fernanda da FonsecaCampos, Roberta Dias2019-02-19T17:40:19Zoai:https://periodicos.uninove.br:article/12145Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:40:19REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Do as I Say, Not as I Do: The Relationship between Adults in the Process of Children Socialization in Food Consumption Faça o que Eu Digo, Não Faça o que Eu Faço: A Relação entre Adultos na Socialização Infantil no Consumo Alimentar |
title |
Do as I Say, Not as I Do: The Relationship between Adults in the Process of Children Socialization in Food Consumption |
spellingShingle |
Do as I Say, Not as I Do: The Relationship between Adults in the Process of Children Socialization in Food Consumption Massyliouk, Maria Fernanda da Fonseca Family; Consumer Socialization; Coca-Cola; Parental Style; Family Identity; Food Consumption. Família; Socialização do Consumidor; Coca-Cola; Estilo Parental, Identidade Familiar, Consumo Alimentar |
title_short |
Do as I Say, Not as I Do: The Relationship between Adults in the Process of Children Socialization in Food Consumption |
title_full |
Do as I Say, Not as I Do: The Relationship between Adults in the Process of Children Socialization in Food Consumption |
title_fullStr |
Do as I Say, Not as I Do: The Relationship between Adults in the Process of Children Socialization in Food Consumption |
title_full_unstemmed |
Do as I Say, Not as I Do: The Relationship between Adults in the Process of Children Socialization in Food Consumption |
title_sort |
Do as I Say, Not as I Do: The Relationship between Adults in the Process of Children Socialization in Food Consumption |
author |
Massyliouk, Maria Fernanda da Fonseca |
author_facet |
Massyliouk, Maria Fernanda da Fonseca Campos, Roberta Dias |
author_role |
author |
author2 |
Campos, Roberta Dias |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Massyliouk, Maria Fernanda da Fonseca Campos, Roberta Dias |
dc.subject.por.fl_str_mv |
Family; Consumer Socialization; Coca-Cola; Parental Style; Family Identity; Food Consumption. Família; Socialização do Consumidor; Coca-Cola; Estilo Parental, Identidade Familiar, Consumo Alimentar |
topic |
Family; Consumer Socialization; Coca-Cola; Parental Style; Family Identity; Food Consumption. Família; Socialização do Consumidor; Coca-Cola; Estilo Parental, Identidade Familiar, Consumo Alimentar |
description |
The parent-child relationship in the process of children socialization has been examined in several studies concerning parental style and communication patterns. However, even though the socialization process is known to vary from family to family, there is still need to better understand the negotiation that happens between tutors and children. The aim of this paper was to verify how the relationship between those responsible for the child (father, mother and grandmother) creates a specific family dynamics, which leads to a unique socialization process. The goal of this study becomes particularly complex when you consider the great diversity of family arrangements in contemporary society, differing from the common father-mother structure. The context of the study was food consumption, using the brand Coca-Cola as a market resource that materializes parental dynamics. The investigation followed a qualitative approach. Researchers interviewed those responsible for the child education. Seven families were examined, with a total of twelve people interviewed. The results showed that the relationship between adults generates specific parental mediation patterns, in the context of consumer socialization. A typology of parental mediation dynamics was suggested: consonant cooperation, conflict, central power and diffuse cooperation. It was also found that Coca-Cola is a brand with different functions and patterns in each context of parental mediation. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-11-25 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12145 10.5585/remark.v15i4.3409 |
url |
https://periodicos.uninove.br/remark/article/view/12145 |
identifier_str_mv |
10.5585/remark.v15i4.3409 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12145/5790 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 15, n. 4 (2016): Edição Especial - Encontro de Marketing (EMA); 474-485 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
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1799138643115245569 |