Teresa Davis

Fostering a hunger for health: Food and the self in 'The Australian Women's Weekly'

Abstract Over the past decade, consumers in Australia and elsewhere have increasingly been confronted with a fast growing number of health food products. This profusion of health foods is accompanied by a proliferation in popular culture of professional nutritional advice on ‘what is good to eat’. The genre of lifestyle magazines is one popular medium via which healthy eating practices and health foods are frequently reported. In this paper we use a visual discourse analysis of food-related editorial and advertorial content sourced from the long running and popular The Australian Women’s Weekly to investigate how lifestyle magazines have been one important locus for constituting health conscious consumers. Taking up a Foucauldian governmentality perspective we trace how this active, responsible conceptualisation of the consumer, which we refer to as ‘healthy food consumer’, has increased in prevalence in the pages of The Australian Women’s Weekly over time. Based on our analysis we suggest that the editorial and advertorial content offers models of conduct to individuals about what possible preventative activities in which to engage, and plays an important role in shaping how we think about taking care of our health through eating.

Advertising food in Australia: Between antinomies and gastro‐anomy

Over the past half century, consumers in Australia have increasingly been confronted with a plethora of health food products. This paper focuses on health food that encourages consumption through the promise of health benefits. In this context, media representation of such food serves as a lens to explore the spread of consumer culture in Australia. Using a historical perspective, this paper asserts that in promoting such foods, food “experts” form an advisory nexus in an increasing context of “gastro‐anomy” that Fischler (1980) speaks of. Fifty years of advertising, editorial content and articles are examined from the Australian Women’s Weekly. Warde’s (1997) antinomies of tastes are used as a starting point to show how the anxiety and risks associated with food consumption are built up and allayed.

From overt provider to invisible presence: discursive shifts in advertising portrayals of the father in Good Housekeeping, 1950-2010

Abstract This article considers the link between fatherhood and masculinity and identifies some of the key discursive shifts around fatherhood based on an analysis of advertising material that appeared in Good Housekeeping magazine between 1950 and 2010. It provides a socio-historical perspective on fatherhood that reveals a discursive shift from the father as patriarchal family provider/protector to a more ambiguous and less obvious presence in the magazine advertisements. Our findings suggest that family-related advertising in women’s magazines does little to challenge the traditional models of paternal masculinity. Changes in the portrayal of fathers, when examined closely, seem to reinforce traditional gender hegemony. Yet, over time, a ‘multiplicity of possibilities’ of dominant paternal masculinities is emerging, broadening the original ‘breadwinner’ model and perhaps offering some transformative potential around how we view fathers.

Exploring children’s socialization to three dimensions of sustainability

Purpose – This study aims to examine aspects of children’s sustainability socialization. Many studies examine children’s attitudes to sustainability. However, few studies build an understanding of how, where and when children are socialized to sustainability. Design/methodology/approach – Interviews with 30 children explore the socializing agents (who), learning situations (where), learning processes (how) and learning effects (what). The study also delineates and compares the environmental, self and social dimensions of sustainability. Findings – Socialization to environmental sustainability is highly structured and formal, and children rarely go beyond the knowledge and actions they are taught. Socialization to the self dimension combines formal and informal mechanisms with a greater propensity for elaboration and generalization. Meanwhile, socialization to societal sustainability involves unstructured and individualized processes and outcomes. Research limitations/implications – This is an exploratory ...

Creating Diderot unities – quest for possible selves?

This paper tries to draw links between the creation of new Diderot unities (products consumed in a group and that have an internal consistency based on lifestyle) with “impulse purchases” as key departure products. A study, using exploratory in‐depth interviews, is reported. Common themes are drawn from the interviews to serve as possible identifying elements of the phenomenon. Emotive and cognitive themes are identified and are offered as a starting point for further research into such product unities. The self‐concept theory of “possible selves” is offered as one possible explanation that determines when an“impulse purchase” is a key departure product for a new Diderot unity.

Young consumer-brand relationship building potential using digital marketing

Purpose This paper aims to examine branding strategies directed at child consumers, used by six high fat, sugar and salt food brands across three different digital marketing platforms. It identifies brand relationship building potential in this digital context. Design/methodology/approach This study analyses the contents of branded mobile phone applications, branded websites (including advergames) and branded Facebook sites to understand the nature of young consumer–brand relationship strategies that marketers are developing in this digital media marketing environment. Findings The use of sophisticated integrated branding strategies in immersive online media creates the potential for marketers to build relationships between young consumers and brands at an interactive, direct and social level not seen in traditional media. Categories of relationships and brand tactics are identified as outcomes of this analysis and linked to brand relationship building potential. Research limitations/implications The results suggest that branded communication strategies that food companies use in the online environment are creating conditions that appeal to young consumers, fostering new ways to build brand relationships. As this is a dynamic medium in a fluid state of change, this exploratory study identifies and categorises the marketing strategy, but not the young consumers’ response to such branding strategies (a limitation). Originality/value This study details the potential for child–brand relationship building in the context of online branding environments. It identifies the potential for longer-term effects of embedded advertising directly to young consumers, within and across three digital media platforms.

The young consumer-citizen Nationhood and environmentalism in children’s identity narratives

The environmental consumer-citizen has become a global master narrative that is the outcome of environmental discourse (Darier, 1999; Harper, 2001). In this article, we examine a particular strand of the environmental citizen identity in the context of environmental and consumption consciousness. Through interviews with Australian children about themselves, their consumption, and their links to local and larger global communities, we uncover an adapted strand of this narrative. A local transformation of the master narrative on environmental citizenship is seen in the national identity narrative of the ‘ethno-consumer’. This identity narrative is one of the ‘good’ green Australian consumer-citizen constructed in relation to regional political and economic discourses. We uncover how this strand of environmental consciousness is used as identity capital in children’s narratives of self and nation (Hage, 1998). We suggest that there exist several levels of identity narratives. In this particular context, the national identity narrative appears to adapt and accommodate, but also dominate, the global master narrative for these children.