Migrations, économies et sociétés : le marketing de l’identité comme cadre de réinvestissement d’un capital migratoire
Migrations, Economies, and Societies: Identity Marketing as the Framework of a Migratory Capital Reinvestment

Summary/Abstract: Ouagadougou offers a wide range of catering options. It is possible to eat ‘European’, ‘Malian’ or ‘Ivorian’ dishes without leaving Burkina Faso. The places where these specialties can be found are easily identified by means of signs. This referencing system constitutes a marketing technique that selects customers based on their culinary tastes and food preferences. This "identity marketing" constitutes a mark of cultural transfers stemming from migration, leading to the appearance of products, which can be qualified as ethnic or foreign ones. Indeed, whether these restaurants are run by nationals or by foreigners, they are a form of reinvestment of a cultural capital developed in a foreign country. This contribution aims at showing the concrete mechanisms of a socio-professional integration in a country by the affirmation of a foreign cultural identity. This reflection is based on data from interviews carried out with the actors of these businesses in the city of Ouagadougou during the month of June 2019, in particular the promoters of these establishments and the users. This collection was completed by observation data as a descriptive research method.

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