Books > Social sciences > Sociology, social studies
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Market Day in Provence (Hardcover)
Loot Price: R990
Discovery Miles 9 900
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Market Day in Provence (Hardcover)
Series: Fieldwork Encounters and Discoveries
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At farmers' markets, we expect to see fruit bursting with juicy
sweetness and vegetables greener than a golf course. For Michele de
La Pradelle these expectations are mostly the result of a show
performed by merchants and sustained by our propensity to see what
we want to see there. Hailed upon its release in France, the
award-winning "Market Day in Provence" lays bare the mechanisms of
the contemporary outdoor market by providing a definitive account
of the centuries-old institution at Carpentras, a city near Avignon
in the south of France famous for its quintessential public street
market.
The renewal and celebration of the outdoor market culture in recent
years, argues de La Pradelle, artfully masks a fierce commitment to
modern-day free-market economics. Responding to consumer desire for
an experience that recalls a time before impersonal supermarket
chains and mass-produced products, buyers and sellers alike create
an atmosphere built on various fictions. Vendors at the market at
Carpentras, for example, oblige patrons by acting like lifelong
acquaintances of those whom they've only just met as they dispense
free samples and lively, witty banter. Likewise, going to the
market to look for "freshness" becomes a way for the consumer to
signify the product's relation to nature--a denial of the workaday
reality of growing melons under plastic sheets, then
machine-sorting, crating, and transporting them.
Offering captivating descriptions of goods and the friendly and
occasionally piquant exchanges between buyers and sellers, "Market
Day in Provence" will be devoured by any reader with an interest in
areas as diverse as food, ethnography, globalization, modernity,
and Frenchculture.
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