Sensory analysis as “commercial capture”: investigating the “attention regime of engagement” in relationships of consumption of specialty coffee
DOI:
https://doi.org/10.22409/antropolitica2024.v56.i3.a58585Keywords:
Regimes of engagement, Attention regime of engagement, Commercial Attachment, Specialty coffee market.Abstract
Based on an ethnographic study of specialty coffee shops and a coffee tasting event in the city of Rio de Janeiro, this article argues that consumer relations in the specialty coffee market are based on what we propose to call a “regime of engagement in attention”, expanding Laurent Thevenot’s conventionalist sociological perspective. At first, the article highlights the tasting, given its importance in the historical development of a coffee marketing niche. Afterwards, I present the theoretical perspective of “engagement regimes”, ending this discussion with the proposition of a new modality of these regimes, built from the analysis of consumption relations in specialty coffee markets, in which the coordinated exercise of identifying some experience in common socially engages actors in their actions.
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