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La prima colazione delle famiglie italiane: uno sguardo dall’interno
Titolo Rivista: SOCIOLOGIA DELLA COMUNICAZIONE  
Autori/Curatori: Ariela Mortara, Vittoria Sinisi 
Anno di pubblicazione:  2016 Fascicolo: 52 Lingua: Italiano 
Numero pagine:  19 P. 84-102 Dimensione file:  237 KB
DOI:  10.3280/SC2016-052007
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The role of breakfast has gained strong momentum in the media system thereby fostering the mantra "breakfast is the most important meal of the day". The paper presents the results of a qualitative research targeted at gaining real insights concerning the breakfast practices of Italian families. Researches have applied an innovative research tool, namely the mobile video ethnography. The 16 involved Italian families - each with children between six and sixteen years of age, coming from the North and the South of Italy and with different education level - have recorded their breakfasts using a smartphone. Moreover, they answered to three simple questions about what they usually eat, with whom they have breakfast and what feeling they have about it. Results confirm the expected notion of breakfast as a key moment in family life, but also a discrepancy between a verbal virtuous attitude toward healthy, organic, and homemade food and the actual widespread consumption of packaged goods. Eventually, the paper outlines different breakfast models, each representing a distinct emerging social trend.
Keywords: Mobile video ethnography, breakfast, consumption practices.

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  1. Daniela Pirani, Benedetta Cappellini, Vicki Harman, The Italian breakfast: Mulino Bianco and the advent of a family practice (1971-1995) in European Journal of Marketing /2018 pp. 2478, DOI: 10.1108/EJM-06-2018-0374

Ariela Mortara, Vittoria Sinisi, in "SOCIOLOGIA DELLA COMUNICAZIONE " 52/2016, pp. 84-102, DOI:10.3280/SC2016-052007

   

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