Italian Food

Title:
-------------------------------------------------
Commodified Identities: The Myth of Italian Food in the unite States.
Authors:
Girardelli, Davide
Source:
Journal of Communication Inquiry; Oct2004, Vol. 28 way out 4, p307-324, 18p
Document Type:
Article
Subject Terms:
*ETHNIC nourishment industry
*INTERPERSONAL relations
*LIFESTYLES
*FAMILIES
*ETHNOLOGY -- Italy
Geographic Terms:
UNITED States
ITALY
Author-Supplied Keywords:
Barthess surmisal of myth
Barthess theory of signs
commodity-sign
consumer culture
identity construction
Italian food
Italian identity
Italian restaurants
postmodernism
semiotics
stereotypes
visual communication
NAICS/ persistence Codes:
311422 Specialty Canning
Abstract:
This study approaches the phenomenon of ethnic food -- in particular, Italian food -- from a semiotic perspective, keeping in mind the notion of food as communication. The restaurant kitchen range Fazolis is mathematical functiond to exemplify some of the communicative strategies employed to encourage the association of a company and its products with Italy. These communicative strategies serve the last-ditch goal of commodifying the Italian ethnic identity and promoting its symbolic consumption.



by dint of a semiotic analysis, the article identifies a core theme of seven themes that constitute the basic structure of the myth of Italian food in the United States. The analysis highlights an unobtrusive use of stereotypes, a mass phenomenon of identity construction, and the depletion of a cultural capital. At the same time, it is recognized that the myth has some positive aspects-namely, the celebration of personal relations (romance and family) and the enjoyment of a more communicatory and slow-paced lifestyle. [ABSTRACT FROM AUTHOR]
 
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