Publicaciones

Affective foodscapes in an economy of passion : repetition, opposition and adaptation in Mexican restaurants in Amsterdam, Madrid and San Francisco

Matus Ruiz, M.

Resúmen

The
 main
 goal
 of
 my
 research
 was
 to
 analyze
 how
 the
 desire
 to
 affect
 and
 be
 affected
 by
 foreign
 signs
relates
 to
 the
 commoditization
 of
 food
 products
 offered
 in
 Mexican
 restaurants
 in
 Amsterdam,
 Madrid
and
 San
 Francisco.
 I
 conceive
 restaurants
 as
 foodscapes.
 Iargue
 that
 actors’
 attachments
 to
 passionate
networks
 enable
 their
 enactment.
 Foodscapes
 areintersemiotic
 translations
 of
 landscapes.
 In
 these
translations,
the
commoditization
of
food
has
been
based
on
its
relationships
with
idealized
entities
from the
Mexican
 and U.S.
 landscapes,
 giving
 rise
 to
 Tex‐Mex,
 Cal‐Mex,
 Mex‐Mex,
 Regional‐Mex
 and
“Real”‐ Mex
 restaurants.
The
 resulting
 foodscapes
 have
 the
 power
 to
 seduce
 consumers
 either
 by
 fixing
 their
beliefs
for
certain
foods
or
contaminating
new
passions.
My
approach
is
an
innovative
way
to
analyze
the
differentiation
of
markets
in
an
economy
that
bases
its
reproduction
in
the
contamination
of
desires
and
passions.