Direct sales: notes on Milan farmers’ market costumers

Journal title SOCIOLOGIA DELLA COMUNICAZIONE
Author/s Andrea Marchesi
Publishing Year 2020 Issue 2019/58
Language Italian Pages 16 P. 63-78 File size 519 KB
DOI 10.3280/SC2019-058004
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Reacting to industrialized food production, since the Sixties some movements constitutes themselves developing the so-called short supply chain. This one char-acterizes itself as a form of narrative, that builds cultural meanings, reproduced into consumption and sales practices. Starting from the embedded feature of these practices, narrative constructions and data gathered from participant observations at Milan farmers’ markets are critically analyzed. Focusing the attention on the interactions, it is analyzed the net of meanings that explains the act of consump-tion in these markets, that can be synthesized in the concept of critical consump-tion. Moreover, these places are perceived as opposed to the desocializing tenden-cies.

Keywords: Farmers’ market, short supply chain, feeding, McDonaldization, thick description, focused interactions.

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Andrea Marchesi, La vendita diretta: note sui clienti dei farmers’ market di Milano in "SOCIOLOGIA DELLA COMUNICAZIONE " 58/2019, pp 63-78, DOI: 10.3280/SC2019-058004