"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."--Publisher's website.
Series Statement
Food, nutrition, and culture ; v. 1
Uniform Title
Food, nutrition, and culture ; v. 1.
Alternative Title
Greek whiskey : the localization of a global commodity
Includes bibliographical references (p. [214]-223) and index.
Processing Action (note)
committed to retain
Contents
The social life of whisky -- The imported spirits industry in Greece -- Dreams of modernity : imagining the consumption of whisky during the golden age of Greek cinema -- "Keep walking" : whisky marketing and the imaginary of "scale making" in advertising -- The social life of whisky in Athens : popular style, night entertainment and bouzoukia with live Greek popular music -- The location of whisky in the North Aegean -- Trajectories of Scotch whisky, realms of localization.