Social representations and social conflict in the marketplace: The “war” against illicit alcohol in Kenya

Mwangi, V., Piacentini, M.G. and Cocker, H. 2018. Social representations and social conflict in the marketplace: The “war” against illicit alcohol in Kenya. 2018 AMA Winter Academic Conference. New Orleans, LA 23 - 25 Feb 2018 AMA.

TitleSocial representations and social conflict in the marketplace: The “war” against illicit alcohol in Kenya
AuthorsMwangi, V., Piacentini, M.G. and Cocker, H.
TypeConference paper
Abstract

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.

Keywordsmarket conflict, social representations, metaphors, illicit alcohol
Year2018
Conference2018 AMA Winter Academic Conference
PublisherAMA
Web address (URL) of conference proceedingshttps://www.ama.org/wp-content/uploads/2019/02/2018-ama-winter-proceedings.pdf

Related outputs

Cognitive polyphasia, cultural legitimacy and behaviour change: The case of the illicit alcohol market in Kenya
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Social representations, legitimacy and market change
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