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‘The Test of Taste’: New Media and the ‘Progressive Indian Foodscape’
Journal of Creative Communications Pub Date : 2020-01-30 , DOI: 10.1177/0973258619893804
Apoorva Nanjangud 1 , Madhavi Reddy 2
Affiliation  

The discourse surrounding the Indian foodscape has constantly evolved. In the recent past, the Indian foodscape has observably undergone a stark change, especially in the way people perceive and present food. The globalisation and proliferation of both traditional and social media have had a strong impact on the food fabric of India on the restaurant and household level. While shows like MasterChef Australia were instrumental in diffusing artistic food parlance, social media tools, such as Instagram, made mobile phones synonymous with cutlery on tables. The diverse offerings and food packaging in the Indian culinary landscape is slowly turning the food culture into an ‘experience culture’ and consequently, a ‘taste culture’. Also, table theatrics and fusionism have become rampant in the Indian foodscape often creating a hyperreal dining experience. Based on the in-depth interviews with food bloggers, food experts and food enthusiasts, this article argues that the contemporary Indian foodscape increasingly looks beyond just sustenance and attaches meanings of class and art to it. Therefore, this article problematises and assesses the emerging trends in the contemporary Indian food industry through a ‘social-mediatised gaze’, thereby making substantial contributions to the field of media studies and culture studies.

中文翻译:

“味觉的考验”:新媒体与“渐进式的印度美食世界”

围绕印度美食界的论述不断发展。在最近的过去,印度的饮食环境发生了明显的变化,尤其是人们对食物的感知和呈现方式。传统媒体和社交媒体的全球化和扩散对餐馆和家庭层面的印度食品结构产生了重大影响。尽管像MasterChef Australia这样的节目有助于传播艺术美食,但Instagram等社交媒体工具却使手机成为餐桌上餐具的代名词。印度烹饪界的多样化产品和食品包装正在慢慢地将食品文化转变为“体验文化”,因此也就变成了“口味文化”。此外,在印度美食界中,餐桌剧和融合主义风靡一时,常常创造出超现实的用餐体验。根据对美食博客,美食专家和美食爱好者的深入采访,本文认为,当代印度美食界越来越不仅仅局限于寄托食物,而且还赋予了阶级和艺术意义。因此,本文通过“社会介导的凝视”对当代印度食品业的新兴趋势进行了质疑和评估,从而为媒体研究和文化研究领域做出了重大贡献。
更新日期:2020-01-30
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