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Статья. Опубликована в Consumption Markets & Culture, Vol. 13, No. 2, June 2010, 133–157
Аннотация: This study addresses the role of food in boundary crossing and maintenance processes in the context of short-term mobility. We utilize an identity and practice theory approach to understand the ways travelers relate to food in the encounter with the cultural different Other. The study was conducted through interviews with 28 American consumers after a 10-day trip to China. A semiotic data interpretation revealed the ways the informants made sense of their cultural experience in China through a continuous process of categorization of foods. Counter to the expectations of food consumption as the site of boundary crossing, we find that consumption of food abroad becomes a symbolic project of maintaining boundaries with the Other and sustaining a sense of home. The encounter with the Other through food caused anxiety and alienation, which consumers dealt with by consuming familiar, western foods that enabled the maintenance of an embodied sense of comfort and a familiar sense of home. We further suggest that lack of local cultural capital and marketplace mythologies about the Other as factors that shaped and elevated the negative experience during travel.
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Consumption Markets & Culture
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Negotiating cultural boundaries: Food, travel and consumer identities
Fleura Bardhi a; Jacob Ostberg b;Anders Bengtsson c a Marketing Group, College of Business Administration, Boston, USA b Centre for Fashion Studies, Stockholm University School of Business, Stockholm, Sweden c Protobrand Sciences, Boston, USA Online publication date: 21 April 2010
To cite this Article Bardhi, Fleura , Ostberg, Jacob andBengtsson, Anders(2010) 'Negotiating cultural boundaries: Food,
travel and consumer identities', Consumption Markets & Culture, 13: 2, 133 — 157 To link to this Article: DOI: 10.1080/10253860903562148 URL: http://dx.doi.org/10.1080/10253860903562148
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Consumption Markets & Culture Vol. 13, No. 2, June 2010, 133–157
Negotiating cultural boundaries: Food, travel and consumer identities Fleura Bardhia*, Jacob Ostbergb and Anders Bengtssonc a Marketing Group, College of Business Administration, Boston, USA; bCentre for Fashion Studies, Stockholm University School of Business, Stockholm, Sweden; cProtobrand Sciences, Boston, USA
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