Breastfeeding: semiotic analysis and éducommunicationnelle approach. Handling the meanings and performative acts
Journal Title: ESSACHESS - Journal for Communication Studies - Year 2015, Vol 8, Issue 2
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.Audrey BONJOUR
Authors and Affiliations
Maître de conférences Audrey BONJOUR| IRSIC EA4262, Aix-Marseille Université FRANCE
Keywords
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