Far from being examples of either anti-globalization or of hybridization, cases of local consumption can be seen as a search for a sense of cultural identity and authenticity rooted in indigenous products, says the study.
Renu Emile, Associate Professor (Marketing), Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India
Russell W. Belk, Professor of Marketing, Schulich School of Business, York University, Toronto, Ontario, Canada
John R. Clammer, Professor of Sociology, Jindal School of Liberal Arts and Humanities, O.P. Jindal Global University, Sonipat, Haryana, India
The globalization of consumption or discourses of glocalization and hybridization dominate the extant literature on “consumptionscapes”.
The authors introduce the “loctural consumptionscape” as an alternative that is centered on products of local-origin and draw upon conceptual metaphor theory to examine an Indian socio-cultural metaphor – traditional-sweets-consumption-as-shubh (auspicious).
This metaphor involves the consumption of locally produced traditional Indian sweets. The researchers find that various conceptual associations and relationships comprise the metaphor and these can be categorized into four dimensions – occasion, form and production, relationships – personal and social, and value. They further note that the taste of and for traditional Indian sweets is a key cultural sensibility that inhabits these dimensions.
They employ such understanding to offer a view that is socio-culturally driven and which as a localized system of meaning distinguishes the loctural from other consumptionscapes in mass-ties of a horizontal rather than those of a hierarchical nature.
The paper engages with the literature on the globalization of consumption by showing that cases of local consumption need not be examples of either anti-globalization or of hybridization, but a case of a search for a sense of cultural identity and authenticity rooted in indigenous products, consumed on appropriate occasions.
Published in: Food, Culture & Society: An International Journal of Multidisciplinary Research
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