Cornering the Market on Maternal Affect: A Discourse Analysis of a Social Media Marketing Campaign for Infant Formula

被引:0
作者
Bayard, Chantal [1 ]
Rippey, Phyllis L. F. [2 ,3 ]
机构
[1] Univ Quebec Trois Rivieres, Dept Letters & Social Commun, Trois Rivieres, PQ, Canada
[2] Univ Ottawa, sociol, Ottawa, ON, Canada
[3] Univ Ottawa, Inst Feminist & Gender Studies, Ottawa, ON, Canada
来源
INTERNATIONAL JOURNAL OF FEMINIST APPROACHES TO BIOETHICS | 2023年 / 16卷 / 02期
关键词
breastfeeding; infant formula; emotion; marketing; social media; BREAST-FEEDING ADVOCACY; RISK; HEALTH; CONSTRUCTIONS; MOTHERS;
D O I
10.3138/ijfab-2022-0015
中图分类号
B82 [伦理学(道德学)];
学科分类号
摘要
Breastfeeding advocates and global health agencies have been sounding alarms about the dangers of digital marketing practices of the formula-feeding industry. This study comprised a feminist discourse analysis of materials produced (blog, social media posts, comments) in a paid partnership between baby formula brand Enfamil and an influencer, Marilou Bourdon from Trois fois par jour. Our analysis reveals a sophisticated marketing campaign that co-opts feminist critiques of breastfeeding promotion discourse while carefully avoiding explicitly violating the International Code of Marketing of Breast-milk Substitutes. Underlying this campaign is a rhetoric reliant on pathos to assuage maternal guilt and shame for feeding formula.
引用
收藏
页码:115 / 137
页数:23
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