The Rise of Yuppie Coffees and the Reimagination of Class in the United States
This article examines the rise of specialty coffee as a marker of taste, class and cosmopolitanism in the United States. Roseberry focuses on the "shaping of taste", the rise of specialty coffee as a response to mass-marketing and standardization of an earlier time, and the (re)organization of markets and corporations in the coffee industry in particular and commodities in general. Using trade journals and a historical, sociological, and anthropological approach, Roseberry asks whether "the study of changing marketing and consumption patterns of a single commodity at a particular moment...[can] shed some light on a wider range of social and cultural shifts."
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1996 The Rise of Yuppie Coffees and the Reimagination of Class in the United States American Anthropologist 98 (4) 762-775