|Title||Social representations and social conflict in the marketplace: The “war” against illicit alcohol in Kenya|
|Authors||Mwangi, V., Piacentini, M.G. and Cocker, H.|
Using social representation theory, this paper examines public communications around illicit alcohol in Kenya to demonstrate how the emergence of a misleading metaphor in such communications can lead to undesirable harmful consequences.This paper is based on an ethnography of the illicit alcohol market in Kenya through immersion in a longitudinal media analysis of news articles on illicit alcohol. Data was collected from three Kenyan newspapers namely, The Daily Nation, The Standard and The Star, for the period June-November 2016.The study findings demonstrate that the “war” metaphor has a direct bearing on the course and consequences of action taken by the different market players actors.The article contributes to the analysis of communication and social representation theory.
|Keywords||market conflict, social representations, metaphors, illicit alcohol|
|Conference||2018 AMA Winter Academic Conference|
|Web address (URL) of conference proceedings||https://www.ama.org/wp-content/uploads/2019/02/2018-ama-winter-proceedings.pdf|