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- W2936760878 abstract "Food, like language, plays a central role in the production of culture; it is likewise apowerful resource for the representation and organization of social order. Status isasserted or contested through both the materiality of food (e.g. its substance and raweconomics) and through its discursivity (e.g. the way it’s depicted and discussed). Thisintersection of language and materiality (cf. Shankar & Cavanaugh 2017) makes food 14an ideal site for examining the place of language in contemporary class formations (cf.Thurlow 2016). As a case in point, my paper examines a dataset of multimodal foodtexts (e.g. online resources, signage, shop displays, and food tourism activities) drawnfrom an artisanal cured meats producer in Switzerland who explicitly self-styles as theheight of modern, cosmopolitan food practices and trends. Combining criticaldiscourse analysis and social semiotics, I document the linguistic, verbal and materialtactics by which stakeholders produce a discourse of elite authenticity indexed by, forexample, claims to locality, sustainability, and especially rurality. This discourse hingeson the iconization, romanticization and exploitation of agrarian life in ways thatstrategically (dis)avow elitist distinction. In fact, I argue that the production – andcirculation – of this discourse erases the complex realities of the rural Other (cf. hooks1992), while elevating the privileged consumption practices of urban life andcosmopolitan elites. As such, particular ways of eating (and particular eaters) are hailedas simultaneously fashionable and socially/politically virtuous (cf. Kenway and Lazarus2017), while covertly reinscribing privileged standards of good taste (cf. Bourdieu 1984)and class inequality." @default.
- W2936760878 created "2019-04-25" @default.
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- W2936760878 date "2017-12-12" @default.
- W2936760878 modified "2023-09-27" @default.
- W2936760878 title "Rural cosmopolitanism: Performing locality and authenticity in Swiss food discourse" @default.
- W2936760878 hasPublicationYear "2017" @default.
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