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Soins de beauté pour dire son ethnicité Résumé A travers l’étude des pratiques de soins corporels des femmes tunisiennes en France, le modèle de construction identitaire développé par Askegaard et al. (2005) est interrogé dans un autre contexte culturel. Les résultats confortent l’approche postassimilationiste de l’ethnicité, et indiquent que celle-ci s’apparente à la consommation de la culture. La pratique des rites de beauté et les usages des produits dans le cadre du hammam sont manipulés différemment selon les interactions sociales en jeu. C’est ainsi que huit comportements de consommations identitaires ont été identifiés : comportements de conservation identitaire, de valorisation identitaire, de révolte identitaire, de rejet identitaire, de bricolage identitaire, de créolisation, de mythification, de folklorisation identitaire et enfin les comportements a-ethnique. Ces résultats enrichissent la théorie postassimilationiste de l’ethnicité soulignant la contingence des positions identitaires construites selon les facteurs sociaux et culturels. Enfin, ces modes de consommation sont choisis de manières variables selon les situations et peuvent être le support d’une politique de segmentation des produits ethniques

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  • Sondes Zouaghi

    ()
    (THEMA, Universite de Cergy-Pontoise)

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File URL: http://www.u-cergy.fr/thema/repec/2011-19.pdf
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Paper provided by THEMA (THéorie Economique, Modélisation et Applications), Université de Cergy-Pontoise in its series THEMA Working Papers with number 2011-19.

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Date of creation: 2009
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Handle: RePEc:ema:worpap:2011-19

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Keywords: Marketing identitaire; ethnicité; théories post-assimilationnistes; comportement du consommateur; soins corporels.;

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