Breastfeeding: semiotic analysis and éducommunicationnelle approach. Handling the meanings and performative acts Cover Image

L’allaitement maternel : analyse sémiotique et approche éducommunicationnelle
Breastfeeding: semiotic analysis and éducommunicationnelle approach. Handling the meanings and performative acts

Author(s): Audrey BONJOUR
Subject(s): Cultural Anthropology / Ethnology
Published by: ESSACHESS
Keywords: breastfeeding; educommunication; semiotics of food and taste; participation; commitment

Summary/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.

  • Issue Year: VIII/2015
  • Issue No: 02
  • Page Range: 165-180
  • Page Count: 16
  • Language: French