п»ї146. 209 Food and Eating
Assignment two: Food and Identity
Were what we Eat - Seriously
If you can help to make it through a day with out one cup of coffee I envy you significantly, but the the truth is most of us who are either students or perhaps working class citizens survive on caffeine, it is a daily practice. Since an American living in New Zealand I will be using Bourdieu's theory and his key concepts of habitus, field, and capital to examine America's coffee drinking rituals. We are looking carefully at the way that interpersonal class influences coffee choices and their affiliated meaning in relation to Starbucks and fair transact coffee. Bourdieu argues, " food and eating is much more than the means of bodily nutrition, it is an elaborate performance of gender, cultural class and identityвЂќ (1984, cited in Warin, Turner, Moore, & Davies, 2007: 98). Personal preferences in coffee, particularly if you made a decision to go to Dunkin Donuts or Starbucks and further more if you chose to pay of course for Fairtrade coffee or not, replicate middle/upper course and operating class identities according to Bourdieu's theory. I will wanted to prove Bourdieu's theory and show that taste in coffee happen to be indicators of class because tendencies in their ingestion are interrelated with could be fit in contemporary society.
I will start by looking at the background of Starbucks and who their potential audience was and just how they marketed themselves for this audience. To start with no matter where you are in the world, (although Over the internet it difficult in NZ to always discover a Starbucks, section of the reason We moved to DunedinвЂ¦. ok not really), you are guaranteed to find a Starbucks with generally the same menu in one with their 15, 756 stores around the globe. Starbucks can attribute this achievement to their sales strategies, they have marketed their coffee as a way of life in comparison to Dunking Donuts with sold their particular brand as being a fuel and their main market is the doing work class. A primary component of the Starbucks id is the logo, which can be the first thing I actually picture anytime i want Starbucks. That royal green color and the Greek mythological character in the siren almost all pulled with each other in a neat seal of luxury. Starbucks has also produced this high-class identity through language plus the increased value and ambiance in their restaurants. According to fastfoodmenuprices. com, a Standard espresso at Starbucks ranges by a Taller for $2. 95 US, Grande pertaining to $3. seventy five, and Venti for $4. 25. While at the Dunkin Donuts a standard coffee ranges from being a mere for $1. 59 US, medium intended for $1. seventy nine, and large pertaining to $2. 2009. So you observe that the rates at Starbucks are greater than those at Dunkin Doughnuts and therefore are designed for the working course person who must run in grab a coffee, beverage it in 10 minutes, and get back to any office. What Starbucks is selling is a lifestyle coffee, you walk in their grocer, they have jazz music music playing, there are plenty of seats to lounge in as you enjoy the coffee and catch up with good friends. You go to Starbucks to enjoy your coffee never to just fuel up.
People employ brands to create and or maintain their social status and they are becoming more mounted on this way of identity in a place where we are progressively more detached together. We are employing brands and consumerism to describe and recognize ourselves, instead of interaction and conversation. " Starbucks sells a traditions of aesthetics and espresso as a lifestyle, which lines up with Calcul Bourdieu's theory of cultural status and distinction. Bourdieu contends that members of higher social classes possess the assets and for you to secure greater economic, social, and ethnic capital than the classes under them. вЂќ (Contois, E., 2013).
This capital determines their development of taste and preference, and also their prefer to acquire things that are exclusive and show forms of self-expression. Starbucks coffee went about another way of marketing to be sure their merchandise was distinct and might appeal for the higher sociable...
References: Bourdieu, P. (1986). В Distinction: A Social Critique of the Reasoning of TasteВ (R. Nice, Trans. ). London, uk. Routledge;
Contois, E. (2013). When Theory Actually Applies: Starbucks should be to Bourdieu since Dunkin' Donuts is toВ Foucault. Retrieved via: http://emilycontois.com/2013/01/21/when-theory-actually-applies- starbucks-is-to-bourdieu-as-dunkin-donuts-is-to-foucault/
Hertz, N. (2001). В The Quiet Takeover. Global Capitalism and The Death of Democracy. London, uk. William Heinemann
James, G. (2000). Rights and Java: Coffee within a Fair Transact Market. Received from: http://www.globalexchange.org/fairtrade/coffee/starbucks
Klein, D. (2000). Not any LogoВ (pp. 3-26 and pp. 325-343). В London. Flamingo
Lohman, P. (2012) Culture and Identity in a Globalizing European countries. Consumer Workings: Reinforcing Meaningful Identity through Fair Transact Coffee. Gathered from: http://www.e-ir.info/2012/05/24/consumer-activism-reinforcing-moral- identity-through-fair-trade-coffee/
Warin, M., Turner, E., Moore, V., & Revealed, M. (2007). Bodies, Mothers and Details: rethinking obesity and the BMI. Sociology of Health and Illness, 30(1), 97-11.