Chapter 5. Language in transnational communities of consumption
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Britta Schneider
Abstract
In this chapter, I discuss ethnographic and interview data on language ideologies regarding English in a transnational cultural setting that is based on the production and consumption of specialty coffee. In the terminology of the setting, the community is referred to as Third Wave Coffee Culture and the chapter introduces its history and cultural ideologies before analyzing language-related data from its localization in Berlin. Main results are that in this specific setting, English indexes belonging to the cultural community of Third Wave Coffee Culture, irrespective of the national background of speakers, which is tied to the construction of transnational (post-)class positioning. The study overall emphasizes the relevance of studying language use in communities based on consumption in late capitalism.
Abstract
In this chapter, I discuss ethnographic and interview data on language ideologies regarding English in a transnational cultural setting that is based on the production and consumption of specialty coffee. In the terminology of the setting, the community is referred to as Third Wave Coffee Culture and the chapter introduces its history and cultural ideologies before analyzing language-related data from its localization in Berlin. Main results are that in this specific setting, English indexes belonging to the cultural community of Third Wave Coffee Culture, irrespective of the national background of speakers, which is tied to the construction of transnational (post-)class positioning. The study overall emphasizes the relevance of studying language use in communities based on consumption in late capitalism.
Chapters in this book
- Prelim pages i
- Table of contents v
- Chapter 1. Introduction 1
-
Lifestylization and the global
- Chapter 2. How less means more in the comments section of vegan food blogs 15
- Chapter 3. The moral taste of food 35
- Chapter 4. The local and the global in airline food 57
- Chapter 5. Language in transnational communities of consumption 79
- Chapter 6. Craft beer and linguistic lifestyle emblematization 99
-
Mediatization and identity
- Chapter 7. (Un)healthy food discourses 125
- Chapter 8. Dinner for One 145
- Chapter 9. “Tell me about food and I tell you who you are” 167
- Chapter 10. Formality and informality in cooking shows 189
-
Enculturation and localization
- Chapter 11. A rich sauce of comedy 211
- Chapter 12. Naming practices in Singapore’s hawker centres 235
- Chapter 13. Naming food in English in multilingual Cameroon 257
- Index food and food names 277
- Index 281
Chapters in this book
- Prelim pages i
- Table of contents v
- Chapter 1. Introduction 1
-
Lifestylization and the global
- Chapter 2. How less means more in the comments section of vegan food blogs 15
- Chapter 3. The moral taste of food 35
- Chapter 4. The local and the global in airline food 57
- Chapter 5. Language in transnational communities of consumption 79
- Chapter 6. Craft beer and linguistic lifestyle emblematization 99
-
Mediatization and identity
- Chapter 7. (Un)healthy food discourses 125
- Chapter 8. Dinner for One 145
- Chapter 9. “Tell me about food and I tell you who you are” 167
- Chapter 10. Formality and informality in cooking shows 189
-
Enculturation and localization
- Chapter 11. A rich sauce of comedy 211
- Chapter 12. Naming practices in Singapore’s hawker centres 235
- Chapter 13. Naming food in English in multilingual Cameroon 257
- Index food and food names 277
- Index 281
