The rite of passage from regular to connoisseur consumer: the role of the taste transformation ritual in the specialty coffee context

Apesar de o campo da cultura de consumo ter abordado o papel do ritual no consumo, definindo e descrevendo este constructo e explicando suas dimensões, significados culturais, elementos, componentes e práticas, assim como revelando a diferenciação nas práticas dos consumidores, nenhuma pesquisa ainda identificou como os consumidores, por meio de práticas de ritual, estabelecem e manipulam suas próprias diferenciações em relação a outros consumidores durante o rito de passagem deles de uma categoria cultural de pessoa para outra. Tendo como base conceitos-chaves da teoria sobre ritual, minha pesquisa aborda o papel do ritual no consume de apreciação. Conduzindo um estudo etnográfico sobre consumo de apreciação de cafés especiais, eu realizei uma imersão no campo, visitando e observando consumidores em cafeterias independentes de destaque na América do Norte – Toronto, Montreal, Seattle e Nova York – de agosto de 2013 a julho de 2014. Eu também realizei uma imersão no contexto de cafés especiais no Brasil em Belo Horizonte e São Paulo, de agosto de 2014 a janeiro de 2015, para comparar e contrastar as culturas de consume de cafés especiais de Brasil, Estados Unidos e Canadá. Eu usei entrevistas longas, observação participante, netnografia, introspecção e análise histórica de artigos de jornais para coletar os dados, que foram interpretados utilizando a abordagem hermenêutica, comparando os consumidores em diferentes estágios durante o rito de passagem de apreciação. Para estender meu entendimento sobre o consumo de apreciação, eu também coletei dados sobre o contexto de consumo de vinho. Nesta tese, eu introduzo a ideia de ritual de transformação do gosto, teorizando sobre o processo do rito de passagem de apreciação, que converte consumidores regulares em consumidores apreciadores. Minha pesquisa revela que consumidores apreciadores são amadores em diferentes estágios do rito de passagem de apreciação. Eles se transformam pelo estabelecimento e reforço de oposições entre o consume de massa e de apreciação. O ritual de transformação do gosto envolve os seguintes elementos: (1) variação nas escolhas de produtos de alta qualidade, (2) o lugar para realizar a degustação, (3) o momento da degustação, (4) o ato de degustar, (5) investimento de tempo e dinheiro, (6) aumento do capital subcultural e social, (7) perseverança no rito de passagem. Os consumidores apreciadores participam da comunidade de consumo de apreciação. Essa comunidade heterogênea é composta por profissionais excelentes, apreciadores e consumidores regulares. As forças que direcionam a comunidade, de acordo com o que foi identificado no estudo, são a produção de capital social e subcultural, emulação do profissional e das práticas de ritual de consumo, tensões de performance entre os membros da comunidade, amizade comercial e jogo de status. Eu desenvolvo uma ampla consideração teórica que desenvolve e estende um número de conceitos em relação a ritual e consumo, gosto, comunidade heterogênea e consumidores apreciadores.

Coffee house consumer behavior in Changsha, China

Women in Changsha are patronizing coffee-houses, ordering beverages and sweets, and disliking the taste of the expensive product purchased. This thesis is an exploratory research study conducted in Changsha, China with a consumer behavior focus. It uses primary surveys and interviews in addition to secondary sources from books, articles, and academic journals. It seeks to identify underlying motives for purchasing behavior from working women in the developing third-tier city Changsha, Hunan, China. It delves into the psychology of the working women who spend their hard-earned discretionary incomes at costly western chain coffee-houses. The inland mass-market consumer class feels the desire to project their newly established status while needing to save money for their personal future, their children’s schooling, and their parent’s retirement. They must wisely spend discretionary income while satisfying social societal norms. An individual’s self-concept plays and important role in determining which coffee shop she will frequent and what she will order. Daylight Donuts, Starbucks, Costa Coffee and local café’s all serve brewed coffee but they have different associations. This study aims at understanding the influencing factors associated with coffee-house brand equity and how the consumer’s perception of the brand forms her purchasing behavior. All coffee-house brands are relatively new in Changsha, none existing more than seven years. They do not have lasting ties with the community and need to create consumer relationships to ensure sustainability. Changsha women are bold and strong willed. If a corporation is to succeed in the future of Hunan, it will need to create an environment of hospitality excellence, place socially responsible roots in the society, and ask its customers what they want.

Eça de Queiroz e a cozinha burguesa: literatura e alimentação

Using literature to discuss the topic of food, proper bourgeois cuisine, was the purpose of this work. As a corpus, we use one of the works of Eça de Queiroz, The City and the Mountains. Served as theoretical references the Claude Levi-Strauss s concept of universal culinary and the Jean Claude Fischler s concept of specific culinary who understands food as a cultural system which includes representations, beliefs and practices of a specific group. After the initial reading of the novel and construction of a file containing general information of the work, categories designed for elaboration of a material for analysis were these: work, characters, food, intellectuals and geographies. We realized the culinary as an epicenter for understanding the culture of a specific group: in this case, the bourgeois. We proposed a quaternary model for systematizing it: this bourgeois cuisine highlights the technique, has affection for what is rare and/or expensive but still consume it with temperance, establishing a new relationship with the use of time and, finally, it is the one that opens the ritual that involves frequent restaurants and cafes. The exercise of thinking the bourgeois cuisine through the literature suggests that the art may work on increase the comprehensive capabilities of nutritionists, professionals who deal with a complex object in your practice: the food

Natal também civiliza-se: sociabilidade, lazer e esporte na Belle Époque Natalense (1900-1930)

Les initiatives du gouvernement ayant pour finalité une réorganisation de la structure urbaine de la ville au début du XXème siècle reflètent le désir vécu par les membres de l'élite locale d'encadrer Natal dans les moules des grands centres urbains de la même période. Les élites désiraient transformer Natal dans une ville moderne. Dans ce but, le gouvernement s'est engagé dans la reformulation de quelques espaces physiques de la ville. Néanmoins, il fallait aussi d autres que les transformations urbaines, la ville devrait passer par des réformes sociales. De cette façon, ces groupes ont créées des nouvelles institutions et espaces de sociabilité qui affirmeraient la capitale de l'État comme une ville moderne. Les institutions formelles avaient un rôle imortant dans la construction de cette nouvelle ville convoitée par l'élite locale. Ainsi, à travers celles-ci, se diffusaient des nouvelles pratiques sociales qui seraient reflétées dans les espaces urbains. Dans des places tels, des cafés, des clubs et associations sportives, l'élite se distinguait du populaire. Dans ces places, leurs pratiques étaient légitimées, en contrepoint avec les pratiques populaires. C était dans les clubs et par les activités pratiquées par leurs membres que les idéals de l'élite circulaient, c était par là que l'élite se formait et se transformait. De cette façon, les aspirations d'un groupe social reflétaient dans l'organisation sociale des espaces de la ville

Cantos de bar: sociabilidades e boemia na cidade de Natal

The academic work Bar Corners: sociability and bohemia in the Natal City (1946-1960) has as objective the study of a representation of the literary bohemia in Natal in the second half of the 1940 s and 50 s, by means of analyses of the memory books and the chronicles of the newspapers A Ordem and A República. In order to have a better understanding concerning the subject, in the first chapter we try to show the transformations which have occurred in Natal and, consequently, within Natal sociability during the first half of the twentieth century. The bohemia, demonstrated in this dissertation as a way of sociability, expressed itself through the meetings in bars and the serenades. In the second chapter, the study conducted a mapping of the bohemian spaces (cafes, candy stores, bars and prostituition houses) and established the differences between these spaces. We ideated the spaces as the stage of interpersonal relations, as people went to these places in the attempt to participate of the conversation groups that were found there, choosing them according to their affinity and personal interests. The last chapter has the purpose of investigating the bohemia in Natal through the experience of the chronicler Newton Navarro, who used to roam the dark streets of Ribeira in search for open bars, extending bohemia until dawn. The intellectual activity was associated with his bohemian practices. As he frequented the marginal areas in Natal, Navarro wrote about them in the major newspapers of the city

Microscopia eletrônica de varredura do endosperma de café (Coffea arabica L.) durante o processo de secagem

A manutenção da integridade das membranas celulares, entre outros eventos, é um forte indicativo de que a qualidade do café foi preservada na pós-colheita. Objetivou-se neste trabalho, analisar o efeito de diferentes métodos de secagem na manutenção da integridade da parede celular e da membrana plasmática de café natural e café despolpado, buscando determinar as condições e o momento em que ocorrem as rupturas microscópicas. Os cafés foram submetidos a um período de pré-secagem em terreiro. Após este, uma parcela de cada tipo de café foi desidratada no terreiro e, outra, à temperatura de 40ºC e 60ºC em secadores de camada fixa, monitorando-se a temperatura e o teor de água até 11% (bu). Nesse período, grãos foram aleatoriamente amostrados e fragmentos do endosperma preparados para a microscopia eletrônica de varredura, registrando-se diversas eletromicrografias, avaliando-se as alterações na membrana plasmática da célula do endosperma dos grãos de cafés em função do teor de água e tempo de secagem. O citoplasma das células a 11% (bu) de teor de água não foi comprometido na secagem em terreiro e a 40°C; na secagem a 60°C, observou-se comprometimento nas estruturas celulares nos cafés com teor de água de 20% (bu).

Análise da expressão dos genes envolvidos na via de síntese de cafeína em plantas de café (Coffea arabica) apresentando diferentes teores de cafeína

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Qualidade do café natural e despolpado em diferentes condições de secagem e tempos de armazenamento

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Mucilagem residual e qualidade da bebida do café cereja descascado

Pós-graduação em Agronomia (Energia na Agricultura) - FCA

Activity of some isoenzymatic systems in stored coffee grains

Considering the worldwide consumption of coffee, it is natural that throughout the history many people have dedicated the research to markers that contribute somehow on gauging its quality. This research aimed to evaluate the biochemical performance of arabica coffee during storage. Coffee in beans (natural) and in parchment (pulped) dried in concrete terrace and in dryer with heated air were packed in jute bags and stored in not controlled environmental conditions. Enzymatic activities of superoxide dismutase, catalase, peroxidase, polyphenoloxidase, esterase and lipoxygenase in coffee grains were evaluated at zero, three, six, nine and twelve months by means of electrophoresis. Independently of the drying method, the activity of isoenzymatic complexes highlighted deteriorative processes in stored grains of coffee. The treatments 60/40º C and 60º C used to reduce the water content imposed a greater stress condition, accelerated metabolism of natural coffee in the storage with decreased activity of defense mechanisms due to latent damage in these grains. Natural coffees are more sensible to high drying temperatures and its quality reduces faster than pulped coffee in the storage.

Qualidade e alterações estruturais do café arábica submetido a alternância da temperatura na secagem

Pós-graduação em Agronomia (Energia na Agricultura) - FCA

Interação de fibroblastos associados ao câncer em co-cultura com linguagens tumorias mamárias e a resposta terapêutica em o uso da melatonina

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Efeito do processo de descafeinação de café arábica em meio aquoso auxiliado por ultrassom sobre a composição química e o perfil sensorial

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Effect of intermittent drying and storage on parchment coffee quality

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Alterações na composição química e sensorial de café (Coffea arabica L.) nos processos pós-colheita

An interdisciplinary study was conducted to evaluate the effects of drying and storage time on changes in the quality of natural and fully washed coffees beans dried out in the yard and mechanically dried at a temperature of 60/40°C in air dryer machine. The coffee beans (Coffea arabica L.) harvested in cherries were processed by dry and wet methods, being subjected to pre-drying yard, followed by drying yard in the sun with air heated of 60/40°C until it reached the water content of 11% (wb). After reached the thermal equilibrium with the environment, the beans were packed in jute bag with a capacity of five kilograms and stored in uncontrolled environment during the period of one year, and removing material from each treatment every three months. To characterize the effect of drying and storage time on the coffee quality different methodologies was evaluated. It was observed less drying time for the fully washed coffee 60/40°C, and thus less energy consumed in the drying process until the point of storage, for the natural coffee there was significant effect of time on the chemical quality, biochemical and sensory; fully washed coffee proved to be more tolerant to drying than natural coffee, regardless of drying method, showing a better drink quality and less variation in chemical composition and biochemistry.