Greek Whisky : The Localization of a Global Commodity (Food, Nutrition, and Culture) （Library Binding）

Bampilis, Tryfon

Berghahn Books（2013/04発売）

• 製本 Hardcover:ハードカバー版／ページ数 268 p.
• 言語 ENG
• 商品コード 9780857458773
• DDC分類 394.1309495

Full Description

In many contexts of Greek social life, Scotch whisky has coincidentally become a symbol of "Greekness," national identity, modernity, and the middle class. This ethnographic study follows the social life of Scotch in Greece through three distinct trajectories in time and space in order to investigate how the meanings of the beverage are projected, negotiated, and acquired by various different networks. By examining the mediascapes of the Greek cultural industry, the Athenian nightlife and entertainment, and the North Aegean drinking habits, the study illustrates how Scotch became associated with modernity, popular music and culture, a lavish style, and an antidomestic masculine mentality.

Contents

Acknowledgments

List of Displayed Matter

Note on transliteration

Preface

Introduction: The social life of whisky

Chapter 1. The imported spirits industry in Greece

Chapter 2. Dreams of modernity: Imagining the consumption of whisky during the golden age of Greek cinema

Chapter 3. "Keep walking": whisky marketing and the Imaginary of "scale making" in advertising

Chapter 4. The social life of whisky in Athens. Popular style, night entertainment and bouzoukia with live Greek popular music

Chapter 5. The location of whisky in the North Aegean

Conclusion: Trajectories of Scotch whisky, realms of localization

References