Re-discovery and re-interpretation of ethnic heritage: a semiotic exploration of French ethnic consumers’ reculturation process

By means of qualitative studies of ethnic consumers with Moroccan, Tahitian, Turkish and Congolese backgrounds, this article demonstrates that ethnic consumers in France are experiencing reculturation through consumption, using products, brands and points of sale to negotiate this re-discovery and re-interpretation of their ethnic heritage. This interpretation of consumer behavior is grounded in semiotics, building upon Greimas and Courtés (1993) contributions. The semiotic square - From here and From there - is developed to show how individuals are reclaiming their ethnic heritage through products, brands and retail outlets.