Using Greimas’ semiotics in ethnic consumer research
Virginie Silhouette-Dercourt
Sorbonne Paris Cité University, CEPN, Centre Marc Bloch
Christel de Lassus
Paris-Est University, IRG
IntroductionIn a world of more than seven billion inhabitants, around one billion are currently experiencing mobility at an intra-national (75%) or international level (25%) (Wihtol de Wenden 2012, p. 10). Traditional ‘south’ to ‘north’ migration (63 million) is now accompanied by ‘south’ to ‘south’ migration (62 million), and the development of specific regional migration systems (for example, Europe as opposed to North America or southern Asia) is a defining feature of global 21st-century migration (Wihtol de Wenden 2012, p. 10). Migration...