Food capacity in alternative food markets: visceral encounters, bodily interactions and contagious magic
2017, Journal of Marketing Management, 33(7-8), pp.602-623
Abstract
Taking inspiration from assemblage thinking and the vitality of matter, this study examines the negotiated, contested and nonlinear formation of highly marginalised and stigmatised alternative food market. The analysis of an ethnographic case study shows that tensions of disorder, abjection and dangerisation spark when components of an alternative food market assemblage misaligns with prevailing social norms, values and institutional arrangements. Although these tensions threaten the alternative food market assemblage, further analysis reveals the capacity of food to assuage these tensions and this occurred, in part; because food catalyses human engagement through visceral encounters, bodily interactions and contagious magic. To that end, the study sets a new agenda for alternative market research to consider the sensory, corporeal and magical capacity of matter to provoke in humans a new sensitivity to our wasteful practices, endangered planet, social inequalities and prejudices.