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Now Thats Italian! Representations of Italian Food in America ...

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Now Thats Italian! Representations of Italian Food in America Popular Magazines 19502000 1 Simone Cinotto N Page 1Now Thats Italian!Representations of Italian Food in America Popular Magazines 195020001 Simone CinottoNOW THATS ITALIAN!:REPRESENTATIONS OF ITALIANFOOD IN AMERICANPOPULARMAGAZINES 19502000 Few things identify Italy and Italians (and home and abroad) as food. Food occupies center stage inmany popular representations of Italian national culture and the market of Italian Food (i.e. the food represented perceived and exchanged as Italian) has reached global dimensions. Since foodis a cultural artifact imbued with meanings and values the crosscultural consumption of Italiancuisine is a significant marker of the way in which others see and imagine Italy and the Italians.Everyday massive numbers of consumers in different places purchase commodified Italianidentities in a culinary form. What are the images and symbols that Italian Food conveys and whyare attractive? How these images and symbols have been changing over time and for the effect of what forces? Given the size of the American market for Italian Food and the role of the UnitedStates as a site of production of internationally distributed images in the second half of the Twentieth Century the case study of the consumption of Italian Food in postwar America isessential to any historical approach to these issues. The case study also makes an interestingexample of changing mechanisms of consumption of the Other in contemporary America.The paper aims to delineate how Italian Food has been constructed as a cultural commodityin postwar United States through the analysis of representations of Italian Food in Americanpopular magazines.1In the first half of the Twentieth Century the American response to Italian Food was conflicting. Predominantly however Italian Food was seen as a culture in need of rationalization and control. As late as the 1950s the crosscult ...

Source: www.italianacademy.columbia.edu


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