Tryfon Bampilis

Greek Whisky (eBook, PDF)

The Localization of a Global Commodity

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Berghahn Books
• Seitenzahl: 268
• Erscheinungstermin: 30. April 2013
• Englisch
• ISBN-13: 9780857458780
• Artikelnr.: 39599776

Autorenporträt

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.

Inhaltsangabe

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 consumption of 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