keynote address to the International Food Marketing Research Symposium June 13-14, 2018: Why is so much food marketing talk about authenticity hokum?
Authors: Beer, S.
Conference: International Food Marketing Research Symposium
Dates: 13-14 June 2018
Abstract:Why is so much food marketing talk about authenticity hokum?
Dr Sean Beer, Bournemouth University, UK sbeer@bournemouth.ac.uk In this presentation I will explore ideas relating to our perceptions of the authenticity of food and how the idea of authenticity and other related ideas, such as tradition and heritage, are used and abused by the food marketing industry.
Recently I have been researching understandings of the authenticity of food, following a phenomenological approach based on Descriptive and Interpretative phenomenological analysis (IPA). Over the last 30 years I have been practically involved in the food industry, particularly helping to promote local and regional food and drink. During this time the term authenticity has gained increasing importance in the marketing in general and of food and rink in particular. Pine and Gilmore (1999) entreated us to embrace ideas of experience and followed this up with a move towards authenticity (Gilmore and Pine 2007). Others such as York (2014) have looked at this move more critically; where is the authenticity in the authenticity. In this rapidly evolving post (post) modern world if we have moved away from objectivism, is truth really to be totally self-determined? Or is there not a middle ground; a praxis (Bernstein 1983; Jung 2002)?
In this presentation I will explore some of these ideas using the example of the West Country Cream Tea. After Ashcroft (1983) I will try to engage all your senses, including taste, and endeavour to push the boundaries, in a very English way.
Ashcroft, E., 1983. Creating Learning. A handbook for instructor Trainers. Palmerston North: Massey University.
Bernstein, R. J., 1983. Beyond objectivism and relativism. Science, hermeneutics, and praxis. Philadelphia: University Of Pennsylvania Press.
Gilmore, J. H. and Pine, B. J., 2007. What consumers really want authenticity. Boston. MA: Harvard Business School Press.
Jung, C.G., 2002. The undiscovered self. Abingdon: Routledge Classics. Originally published in 1957.
Pine, B.J. and Gilmore, J.H., 1999. The experience economy. Boston, MA: Harvard Business School Press.
York, P., 2014. Authenticity is a con. London: Biteback.
Source: Manual