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The power of prime: The role of a fad in children’s social positioning within school-age educare

Year: 2026

Type: article

Abstract: This ethnographic study investigates how a fad enters two Swedish school-age educare centers and how the children use it in negotiating social positions. The sports drink Prime is not mainly consumed for its content; instead, the bottles are valued as pop-cultural objects. By regarding the fad as discursive, the results show how children utilize their knowledge of the fad to influence their position in the institutions. The study contributes to knowledge on how fads enter and are translated into children’s social contexts, as well as the effects they have on children’s social lives in educational institutions.

Source: Childhood

DOI: 10.1177/09075682261437931

Authors: David Rapp, Lars Wallner, Tünde Puskás

Institution: Linköping University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $3,650

OpenAlex ID: W7140750834

FWCI:

Cites: 29

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