£68.00

Einwanderung, Geschlecht und Verbraucherakkulturation: Eine Reise in die bedeutungsvolle Welt der Essensgewohnheiten von rumänischen Frauen in Italien

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Description

Migration und das damit verbundene Thema der Feminisierung der Migrationsströme ist ein Phänomen von immer größerer Bedeutung. Die Verbraucherforschung hat sich sowohl mit der Akkulturation der Verbraucher als auch mit dem Geschlecht befasst, aber selten mit beidem und diese Entwicklung ignoriert. Basierend auf qualitativen Daten über rumänische Immigrantinnen in Italien und ihren Lebensmittelkonsumpraktiken argumentiert die Autorin, dass diese Frauen die symbolischen Ressourcen, die auf dem Markt entstehen, nutzen, um ihre zugeschriebene traditionelle Geschlechtsidentität neu zu verhandeln und ihre dominante Position in der italienischen Gesellschaft zu verhandeln. Auf diese Weise fügt die Untersuchung dem postassimilationistischen Forschungsstrom zur Konsumentenakkulturation eine neue Dimension hinzu, indem sie argumentiert, dass selbst status- und einkommensschwache grenzüberschreitende Migrantinnen, die nicht vollständig an der Konsumkultur teilhaben können, deren symbolische Ressourcen, nämlich die Marktplatzrepräsentation der modernen Frau, nutzen können, um hybride Geschlechtsidentitäten zu schaffen. Gleichzeitig problematisiert das Buch die traditionellen Segmentierungsmethoden, die auf soziodemografischen Variablen basieren, und bietet neue Instrumente zur gezielten Ansprache von Migrantenmärkten.

Product Specifications

Format: paperback
ASIN: 620373439X
Category: Books > Subjects > Business, Finance & Law > Sales & Marketing > Brands & Corporate Identity
Domain: Amazon UK
Release Date: 26 May 2021
Listed Since: 27 May 2021

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Einwanderung, Geschlecht und Verbraucherakkulturation: Eine Reise in die bedeutungsvolle Welt der Essensgewohnheiten von rumänischen Frauen in Italien

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