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Festive Foodscapes

Festive Foodscapes

Food Symbolization and Place Making

(p.141) Chapter Seven Festive Foodscapes
Garlic Capital of the World
Pauline Adema
University Press of Mississippi

This chapter ties together the loose threads of the preceding discussions. It argues that there are multiple dimensions to iconizing food as a strategy of place branding and community building, and that the symbolic meaning associated with or attributed to food informs its use as iconic of collective identity. The story of how Gilroy became a festive foodscape illustrates how branded place identities are shaped by history, zeitgeist, imagination, perception, culinary curiosity, and a quest for differentiation.

Keywords:   food festivals, foodscape, collective identity

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