II.A.1. The internationalization of Halloween's celebration

Halloween has been commercially launched ten years ago in several (continental) European countries. The celebration shows a growing success although it lacks direct roots in our cultures. In this project, the following research questions are examined: - What represents Halloween to European consumers (adults and children)? Which meanings, values and symbols underlie the consumption of that celebration? - Can we speak of a globalisation of popular culture/folks celebrations? Those questions are investigated through an interpretive qualitative approach.