Desenvolupament del mercat i narracions: mercat de cereals per a esmorzar al Japó, els anys 1960-2010
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L'objectiu d'aquest estudi és aclarir l'historial de desenvolupament del mercat de cereals per esmorzar. Es plantegen les següents preguntes de recerca (1) Quins productes van crear les empreses i com van aportar valor a mesura que va evolucionar el mercat dels cereals per esmorzar? (2) Com va respondre el mercat, principalment els consumidors, a aquests productes i valors, i quines narracions es van crear? Per assolir els objectius de la recerca s'han utilitzat els següents mètodes. En primer lloc, després de recollir literatura relacionada produïda per empreses de cereals per a esmorzar, anuncis corporatius (recollits principalment del Ad Museum Tokyo), articles de les empreses a diaris nacionals, econòmics i especialitzats en alimentació i revistes econòmiques i alimentàries, es va realitzar una enquesta sobre els canvis. en les activitats de les empreses i els valors aportats per aquestes. En segon lloc, després d'utilitzar Web OYA-bunko per recuperar els articles que envolten els cereals d'esmorzar en revistes populars i recollir els discursos mediàtics, es va fer una anàlisi del canvi en el contingut del discurs. Finalment, es van realitzar entrevistes i consultes amb Kellogg's Japan, Nissin Cisco i Japan Snack and Cereal Foods Association, que van obtenir material rellevant substancial. El valor ha sofert una metamorfosi amb el pas del temps, abastant nocions com "esmorzar / esmorzar d'estil nou del món", "entrepà", "cereal saludable i no dolç" i "un element d'esmorzar nutritiu i saludable". El mercat finalment va adoptar aquest darrer valor, percebent el cereal d'esmorzar com un article d'esmorzar saludable i de moda. Aquesta narració va impregnar el cereal d'esmorzar amb un cert "glamour". Com que les narratives glamurosos tenen el poder de transformar el comportament dels consumidors, el mercat dels cereals per a l'esmorzar s'ha desenvolupat ràpidament.
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