What 200 products can be made from a dead chicken?What should turkey really taste like?How can you make a ready-made meal appear less manufactured?How do you market a "folk-pizza"?This fascinating and entertaining book examines the strategies and struggles of the young professionals who are responsible for marketing a variety of ready-made food products for a major Norwegian food manufacturer. This setting provides the empirical focus for the analysis of the key tensions and contradictions which are to be found in modernity.Through a detailed description of "everyday-life" in the marketing department, the book critically examines many of the features which are believed to characterise modernity, such as authenticity, ambivalence and the quest for order. The setting also allows the author to explore key economic terms such as "the market," "product," "brand" and "consumer."Drawing on comparative material, the author suggests that modernity may be characterized, not so much by an effort at making order, but rather by specific ways of dealing with ambivalence, and demonstrates that features generally associated with modernity may not be so modern after all.

Is shopping for food really a political act? Why is it that, in a world with enough food for everyone, more people than ever go hungry? Why did the French resistance against genetically modified foods become a fight against McDonalds? Why did the foot-and-mouth epidemic in the UK become a problem for consumers? Capable of connecting human bodies to abstract nations, and techno-science to moral concerns, food has become one of the most contested fields of our time. It is high on the political agenda throughout the world. With disease, contamination, famine, hunger and imbalanced food markets all unfortunate realities, a book that interrogates the politics of food is long overdue. From the BSE outbreak in the 1990s through to cultural taboos and the genetic modification of produce and livestock, this timely book raises provocative questions about how we relate to food in the 21st century. Recent food scandals and genetically modified organism controversies have shattered the idea that 'food is food' as we have always known it, and exposed fundamental dilemmas related to risk and control. Taking as its starting point the premise that food is politicized in arenas not commonly thought of as political, The Politics of Food explores issues surrounding the development of global food markets in underdeveloped nations and addresses recent events that have had a profound impact on how consumers feel about what they eat. The epidemic of foot-and-mouth disease that swept through the UK in 2001 spawned a series of questions concerning the real costs of cheap food. What lessons have been learned? And how are food choices linked to the politics of food markets? With globalization, food has increasingly become entangled in webs of political significance. Through ethnographic case studies, this book reveals how food has come to serve a key role in political resistance, grassroots activism and nation-building. Anyone interested in globalization, food safety, or what food choices say about food politics will find this book essential reading.

Is shopping for food really a political act?Why is it that, in a world with enough food for everyone, more people than ever go hungry?Why did the French resistance against genetically modified foods become a fight against McDonalds?Why did the foot-and-mouth epidemic in the UK become a problem for consumers?Capable of connecting human bodies to abstract nations, and techno-science to moral concerns, food has become one of the most contested fields of our time. It is high on the political agenda throughout the world. With disease, contamination, famine, hunger and imbalanced food markets all unfortunate realities, a book that interrogates the politics of food is long overdue.From the BSE outbreak in the 1990s through to cultural taboos and the genetic modification of produce and livestock, this timely book raises provocative questions about how we relate to food in the 21st century. Recent food scandals and genetically modified organism controversies have shattered the idea that 'food is food' as we have always known it, and exposed fundamental dilemmas related to risk and control. Taking as its starting point the premise that food is politicized in arenas not commonly thought of as political, The Politics of Food explores issues surrounding the development of global food markets in underdeveloped nations and addresses recent events that have had a profound impact on how consumers feel about what they eat. The epidemic of foot-and-mouth disease that swept through the UK in 2001 spawned a series of questions concerning the real costs of cheap food. What lessons have been learned? And how are food choices linked to the politics of food markets?With globalization, food has increasinglybecome entangled in webs of political significance. Through ethnographic case studies, this book reveals how food has come to serve a key role in political resistance, grassroots activism and nation-building. Anyone interested in globalization, food safety, or what food choices say about food politics will find this book essential reading.

What 200 products can be made from a dead chicken? What should turkey really taste like? How can you make a ready-made meal appear less manufactured? How do you market a "folk-pizza"? This fascinating and entertaining book examines the strategies and struggles of the young professionals who are responsible for marketing a variety of ready-made food products for a major Norwegian food manufacturer. This setting provides the empirical focus for the analysis of the key tensions and contradictions which are to be found in modernity.Through a detailed description of "everyday-life" in the marketing department, the book critically examines many of the features which are believed to characterise modernity, such as authenticity, ambivalence and the quest for order. The setting also allows the author to explore key economic terms such as "the market", "product", "brand" and "consumer". Drawing on comparative material, the author suggests that modernity may be characterized, not so much by an effort at making order, but rather by specific ways of dealing with ambivalence, and demonstrates that features generally associated with modernity may not be so modern after all.