Please use this identifier to cite or link to this item: http://hdl.handle.net/2381/37135
Title: Communicating risk and protection: advertising discourse of young children’s healthcare products and parental reception in China
Authors: Gong, Qian
First Published: 2016
Publisher: SAGE Publications (UK and US)
Citation: European Journal of Cultural Studies, 2016 (Accepted, In Press)
Abstract: This paper analyses the representation and reception of the advertising of children’s healthcare products on Chinese television. It engages with the concept of risk to analyse the representation of a coherent narrative of young children’s health-related risks comprising messages of environment, nature, nutrition, and science. Within the narrative, inter connected risks – risks of everyday living, risks of environment pollution, risk of malnutrition – as well as a wider discourse of ‘risk and protection’ are constructed. This paper also analyses parents’ reception of the discourse and their responses to perceived and real health risks contextualised in a neoliberal system marked by medicalised children’s health care and ‘truncated’ civic rights in China. This paper argues that these institutional conditions reinforce the risk-centred narrative which invokes heightened parental uncertainties and anxieties about childrearing as part of the modern cultural experiences in China.
DOI Link: TBA
ISSN: 1367-5494
eISSN: 1460-3551
Links: http://ecs.sagepub.com/content/early/recent
http://hdl.handle.net/2381/37135
Version: Post-print
Status: Peer-reviewed
Type: Journal Article
Rights: Copyright © 2016, the author. Licensee: SAGE. Reprints and permissions: sagepub.co.uk/journalsPermissions.nav Deposited on acceptance with reference to the publisher’s archiving policy available on the SHERPA/RoMEO website.
Appears in Collections:Published Articles, Dept. of Media and Communication

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