Advertising as a socializing source in family matters: the IKEA case (1999-2012)

  • Diana Sánchez Serrano Complutense University of Madrid
##plugins.pubIds.doi.readerDisplayName##: https://doi.org/10.5209/MESO.60460
Keywords: family, modernization, socialization, advertising, IKEA.

Abstract

The process of modernization in contemporary societies is reflected not only in the variety of different family structures but also in the legitimacy conferred to them by society. This article considers how IKEA, through its advertising, has standardised new family structures that in Spain, along with their new behaviours, thus acting as a socializing source throughout Spanish society’s most significant transformation of the family.

Author Biography

Diana Sánchez Serrano, Complutense University of Madrid

Licenciada en Publicidad y RR.PP por la Universidad Complutense de Madrid, donde años mas tarde completó su formación con el Master de Escritura Creativa y los estudios de doctorado. En la actualidad, compagina su actividad investigadora con la docencia en el C.U Villanueva.

 

##submission.viewcitations##

##submission.format##

##submission.crossmark##

##submission.metrics##

Published
2018-07-18
How to Cite
Sánchez Serrano, D. (2018). Advertising as a socializing source in family matters: the IKEA case (1999-2012). Mediaciones Sociales, 17, 223-242. https://doi.org/10.5209/MESO.60460
Issue
Vol. 17 (2018)
Section
Articles

License

In order to support the global exchange of knowledge, the journal Mediaciones Sociales is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.