Table for One?

The average American, these days, is always on the move. Meetings, appointments, classes and errands dictate how we spend our days. Our society, which is so focused on speed and efficiency, has morphed the social interaction quality that is standard in every human being into what seems like individual, sterile cubicles.  Jamie Horwitz discusses this phenomenon in her article Eating at the Edge.

Horwitz argues that after Swanson’s 1954 invention of the TV dinner, the food culture began to take a drastic turn. Though not intentional, the traditional communal gatherings three times a day became less and less important as convenience became the modern trend and a top priority (44). Similarly while evaluating astronauts, it was noticed how the American astronauts were more inclined to wanting to eat alone while those individuals from other nations valued the community of others while eating their meals (44-45). It seems as if we are now more focused on simply supply our bodies with fuel instead of taking additional time out of the day to converse with others around us.

Personally I can relate to another one of Horwitz illustrations. As a college student, I’m often rushing between classes, finishing homework, or participating in events off campus. Sometimes it’s difficult to find time to eat, in addition to finding someone to eat with. Because everyone has different schedules, during the middle of the day most students grab a quick bite by themselves. Horwitz has noticed this herself in her own classroom and opens the article telling of the multitasking eater "wolfing a messy sandwich" contrasting it with convenient options offered such as Campbell’s Soup at Hand (42).

Though we must appreciate the convenience given to us in the American culture, we must not lose the ability to cherish a meal with others. There’s nothing I value more than a meal at home with my family even though, especially at school, I eat on the go. It’s impossible to replace a communal meal which is only natural and seen since the beginning of time.

A Mellow Caffeinated Atmosphere

Personally, I love coffee shops. Though the quality of the coffee certainly impacts where I go, it is the environment that determines it. When given the food ethnography assignment, naturally I decided to merge my enjoyment of mellow-caffeinated atmospheres with the writing and research aspect of my student life.

On a Sunday afternoon around 2:15 I found myself sitting in a medium sized leather chair at Caribou Coffee. Caribou has always been one of my favorite places. They have an assortment of teas, coffee, specialty drinks, pastries and sandwiches. Developed in the northern state of Minnesota, it has the welcoming, local feel while still being a franchised coffee house. The rustic interior makes you feel like you’re in a lodge and the mountain backdrop out the west windows make this concept all the more real. There is an eclectic collection of lighting and seating alike in addition to the various table sizes. I often prefer to sit in the leather chairs in front of the fireplace, especially if I come just to do some reading, however they were both occupied upon my arrival.

The relaxed, casual atmosphere of coffee shops is what makes them so inviting. Not only do the chairs or beverages contribute to this overall feeling, but the soothing music playing in the background, often referred to as “coffee shop” music, adds to the ambiance. Just looking at the style of the patrons gave this stress-free mood. Because it was a rather gloomy day, everyone seemed to be wearing sweatshirts or long-sleeves, myself included. The damp weather had summoned a sweater, at least on my part, that morning and also deemed warm drinks the trend of the afternoon.

The majority of the individuals there sit alone; focusing on editing papers, studying scripture, journaling, pleasure reading, or even educating themselves on the unique features of the DSLR cameras. I also noted that everyone seems to be space conscious. What I mean by that is while many spread out their study materials across the various tables and placed their backpacks and purses on separate chairs, once space gets limited they are always willing to accommodate others. In addition, the chair in which I sat faced another one, prompting a conversation setting; however a gentleman came and sat next to me while sipping his warm beverage, never saying a word with exception to asking permission to join me.

With exception to the mild music, pages turning and the occasional beep from the espresso machines, there really were no other sounds. Some people require complete silence to study, but I find the slight distraction of coffee shops to be optimum for me. More people began to filter in, entering as pairs. After finding a table, they often pulled out books to begin their studies, whether it is required for school or simply for pleasure.

About thirty minutes into my observations, the first line started to form. As more people were arriving, the baristas started bustling around behind the counter. The noise level also started to rise with the increased amount of ordering. In some cases, the customer would ask for recommendations from the baristas about what tea they should order to suit their taste best. Within five minutes, space became extremely limited and many took their coffee to go. Since it was midafternoon by this point, more people began to order pastries and some even brought in pizza from the shop next-door to accompany their coffee and studies.

The social aspect of coffee became increasingly important as the day progressed as well. All generations were represented in the shop. Some came in with friends, some with family. The younger the individual was, the more likely they were to order something other than coffee. For example, a father came in with his young daughter probably about five or six. After she got her strawberry milk, she was instantly drawn to the large leather chair next to me. Her father came over; they talked for a while, and then ventured back to their day’s duties. In the same way, a teenage daughter came in with her mom- she ordered a “cooler” which is a blended drink and her mother a simple warm coffee. This is another aspect to coffee that delights me- it transcends all ages.

Toward the end of my study, as I was taking my final notes, I noticed only a few coffee cup sleeves and napkins littering the floor. Additionally, I realized that while many people had joined the coffee shop community since I arrived, nobody had left. It’s not uncommon when I go to Caribou to see the same people the entire two hours I’m there.

Mathew Klickstein wrote an article focusing on the culture of coffee shops. He discusses the importance coffee has played over the years, but also how it’s changing with the addition of technology to our society. It’s very common to enter any coffee shop, Caribou included, and see a sea of laptops open. This is what I saw as I crossed through the threshold. Some see this as a benign aspect to the culture; however some are rather disturbed by this factor. Klickstein writes that some shop owners will intentionally install poor Wi-Fi and fewer outlets to ensure the focus is on community social interaction rather than bringing the office to a new location. To find out more on this interesting perspective, feel free to visit Klickstein’s article at Coffee Culture.

Coffee House Culture

Will Technology Change Coffee Shop Culture Forever?

Chinese Prison

So much can be said through a meal. In some cases it determines status and in others it requires ingenuity. It is not necessarily the food eaten, but the people it is eaten with or the situation associated with the meal. Mary Ann O’Donnell and Sandra Cate both discuss the importance of food in two drastically different environments: Shenzhen, South China and the San Francisco County jail.

O’Donnell accounts her experiences with the locals in Shenzhen. She first introduces the reader to the differences between north and south China. In the south seafood is more prevalent. To catch fish, one must be quick and sneaky; this is a way of survival. Contrastingly, in the north, livestock is the main source of meat which does not require as much agility. Just with this difference in diet, two separate types of individuals had been formed. Because food was sparse in China, rice was rationed and the rural communities were often forced to work for their provisions because they were not thought to be contributing to the economy as much as their urban counterparts. As time moved on and the two communities started to join obviously there was some tension. Simple items, such as cornbread, that new generation views as a generic form of sustenance are full of sentimental value and almost treasured by the older generation due to what they’ve lived through. In China, a meal is not just eaten. It determines the social standing of an individual and where they’ve come from which is passed on to their children.

Cate drastically contrasts O’Donnell by talking about “spreads” in the San Francisco jail. With meals served at unusual times, inmates often get hungry later in the evening and make use of various packaged foods to create unique recipes. Usually starting with a base of Ramen Noodles, other ingredients are saved from meals or from “commissary” which get mixed together and then “spread” over chips. Inmates use this as a way to socialize, be productive with time, and to gain variety in their bland diet. Spreads are also way to determine status within the prison because inmates must have the means to purchase the ingredients; however, some inmates who create the spreads are willing to share with others because they would prefer to make it a community gathering than eat alone.

Everywhere in society- trapped, free or imprisoned- food holds an important role. Though it often distinguishes class or origin, it somehow has the power to bring people together, no matter how different they may be.

Advertisement Analysis

Companies are intentional in their advertising. They take the time to not only get to know their audience, but also to draw on what society wants to make their product more appealing. As seen in the short essay focusing on Absolut Vodka (Lettuce Eat: A Food Blog), companies are able to sell in the same product in various ways depending on the audience they are trying to reach. I also believe that there is something to be said about the simplicity of the ad. As Americans we are always in a rush to be immediately satisfied, and the more basic an ad is, the more likely the consumer is to take notice.
In addition to catering to the individual, while looking at different variety of fruit smoothies from both V8 and McDonald's (The Vegetarian's Dilemma) the author took note that both companies are "rather vague by not going into detail with their ingredients or the process in making them." I also saw this in the advertisements that I looked at because in order to find out additional information pertaining to the processes in which the products were made, or what certain details of the ads meant, I was forced to go to the company's website and research it for myself. While advertising is obviously an affective and could probably be seen as a requirement for most companies, there are certain aspects that remain misleading yet intentional.

Tomayto Tomahto

Everyday we are surrounded by advertisements, specifically pertaining to the food industry. Their goal is to continue to entice the consumer by displaying the most appealing aspects of their product; whether that is aimed at the health-conscious or the pleasure-seeking individual, either way we get drawn in. The three examples shown originate from the same company; however three very different strategies are used to sell the products. The importance of authenticity, homemade ingredients, freshness, guiltlessness and grace are components shown throughout these examples. Though many aspects of each product overlap, there are certain aspects that are highlighted which in turn directs the advertisement itself to a particular audience.

Beginning with the Heinz tomato pasta sauce, the design is simple yet detailed. With the use of fresh tomatoes and kitchen utensils, the advertisement pulls on the “homemade” emotions. Many people have become concerned with the freshness of their food in addition to the idea of products that are less processed. The overall shape of the tomato hovering over the jar of sauce automatically gives the feeling of freshness, a sauce right off the vine. Looking closer the viewer can see spatulas, pots, cutting boards and other ingredients such as onions and garlic which are all necessary components to a quality (homemade) pasta sauce. The idea is to connect the consumer to the kitchen, giving them quality with convenience.

The goal behind Heinz’s “Seriously Good” sauces is to embrace the homemade flavor with their guarantee of the freshest ingredients. In further advertising, they state that only fresh cream is used along with no acidifiers.  An additional ingredient in their line of tomato pasta sauces is lycopene which is a strong antioxidant promoting not only the “seriously tasty” flavor, but also health benefits.

The next advertisement is also from the Heinz Company, yet this one is focused on ketchup. This advertisement is also aesthetically pleasing with the white background, bold print and simplistic design. The tomato with a single bite taken out of it alludes to the story of Adam and Eve in the Garden of Eden at the beginning of creation.  It assures the consumer that this product is sinless, that there is no guilt involved.  In the bottom corner, this ketchup is referred to as “fit” which at first makes the viewer believe that this is healthier and better for a slim figure. Nonetheless, after looking at their website, this “fit” ketchup simply refers to the design of the bottle which fits better in the refrigerator door. These additional details cause the original advertisement to be slightly misleading.

Based on the strategies used in the ketchup advertisement, it is clear that the targeted audience is someone who is concerned about their body, wants to indulge a little, but do so without any consequences. In contrast to the tomato sauce advertisement, this one for ketchup is not necessarily focused on the freshness of ingredients or any homemade aspect to the product. Instead it is purely based on image and guiltlessness.

The third and final example is another form of ketchup advertising; however this one is more elegant and obviously aimed toward a female demographic. The saying goes “diamonds are a girl’s best friend” but in this case Heinz is arguing this should be replaced with ketchup. There is a beauty and class that can be added to any basic item to make it exceptional. Heinz definitely took a risk with this one, mixing two elements that don’t exactly complement one another; however it did make their advertisement direct. Though the overall makeup is smooth and sophisticated, their intent is bold and straightforward.

Every advertisement has a specific audience in which certain strategies are put into place to ensure the maximum amount of attention and ultimately consumption of the product. Especially here in America, many advertisements are tailored to the health-conscious individual and those who wish to maintain a certain body image. There is also an authenticity that has become increasingly important to the average American consumer. Though many still wish to obtain everything with a high level of convenience, there is still a certain amount of quality, if not elegance, that is expected. Even the most basic products, such as Heinz tomatoes, are advertised to the full range of classes. It soon becomes more about brand loyalty than what the advertisement itself says. These Heinz advertisements are allowed to be basic and clean because the name is what sells the product, yet this is not always the case. The wording, layout and audience direction are all important aspects to an advertisement but there are instances in which the product simply sells itself.

An Educated Eater

The study performed by Freedman and Jurafsky analyzed the correlation between social class, language and advertising. It is a well-known fact the manner in which individuals of the lower class speak, though using the same language, is drastically different from that of the higher classes. Using potato chips as a constant, an experiment was conducted that yielded results which paralleled their original hypothesis. On average the “higher quality” chips contained a higher word count, greater reading ability, more information pertaining to health and a need for authenticity that was not exhibited on the packaging of “lower grade” chips.

America is a nation of consumers. Whether we realize it or not, we are constantly being enticed with the newest and latest product that is guaranteed to make us that much better. I think potato chips are only one example of companies catering to specific classes. This can also be seen a great deal in the fast food industry. Though many would think that these corporations don’t serve the upper class, they do indeed and it can be seen throughout their advertising. The working class or low income individual already has a greater probability of going to one of these establishments because it’s affordable and convenient; however in recent years advertising has taken a turn to be more inclusive and almost selective toward the higher class person. As a general rule of thumb- fast food is not healthy. Lately many companies are presenting their use of natural ingredients and steps toward healthier options which appeals to the higher educated individual. Examples of this can be seen in McDonald’s commercials that show fresh tomatoes being sliced or testimonies from family farmers producing natural, American produce for the franchise or at places such as Burger King where they focus on more “sophisticated” ingredients such as sea salt on their fries. These are simply two examples of a trend that is rushing through the country and impacting everyone, from the working to upper classes.