Greek Whisky

The Localization of a Global Commodity
1. Auflage 2013
ISBN: 978-0-85745-877-3
Verlag: Berghahn Books

Buch, Englisch, Band 1, 268 Seiten, Format (B × H): 157 mm x 235 mm, Gewicht: 515 g

Reihe: Food, Nutrition, and Culture

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.

Autoren/Hrsg.

Bampilis, Tryfon

Fachgebiete

• Interdisziplinäres Wissenschaften Wissenschaften Interdisziplinär Ökotrophologie (Ernährungs- und Haushaltswissenschaften)
• Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Sachkultur, Materielle Kultur
• Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Freizeitsoziologie, Konsumsoziologie, Alltagssoziologie, Populärkultur

Inhaltsverzeichnis

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 consumptionof 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

Über Autor(innen)

Bampilis, Tryfon
Tryfon Bampilis has taught cultural anthropology at the University of Amsterdam (UvA) and the University of Bayreuth, and he has served as scientific advisor of the Netherlands Institute in Athens (NIA). He is coeditor of Social Matter(s): Recent Approaches to Materiality (2013, in press) and is currently researching the rise of the far right in Greece in relation to the economic crisis, diversity, and immigration as a visiting fellow of the University of Oxford.