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Re-discovery and re-interpretation of ethnic heritage: a semiotic exploration of French ethnic consumers’ reculturation process

Author

Listed:
  • Denis Darpy

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

  • Virginie Dercourt

    (CEPN - Centre d'Economie de l'Université Paris Nord (ancienne affiliation) - UP13 - Université Paris 13 - CNRS - Centre National de la Recherche Scientifique)

Abstract

By means of qualitative studies of ethnic consumers with Moroccan, Tahitian, Turkish and Congolese backgrounds, this article demonstrates that ethnic consumers in France are experiencing reculturation through consumption, using products, brands and points of sale to negotiate this re-discovery and re-interpretation of their ethnic heritage. This interpretation of consumer behavior is grounded in semiotics, building upon Greimas and Courtés (1993) contributions. The semiotic square - From here and From there - is developed to show how individuals are reclaiming their ethnic heritage through products, brands and retail outlets.

Suggested Citation

  • Denis Darpy & Virginie Dercourt, 2008. "Re-discovery and re-interpretation of ethnic heritage: a semiotic exploration of French ethnic consumers’ reculturation process," Post-Print hal-01518838, HAL.
    • Handle: RePEc:hal:journl:hal-01518838
    as

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