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Abstract
In the last years the consumption forms have changed a lot, acquiring different meanings too. In particular the globalization of tastes has created some problems to the cultural identity of nutrition causing the depersonalization of consumption. Against the current scenario tending to the homogenization of the food/culinary model, the main big companies have valued all the different local tastes, without forgetting the local food traditions and habits. The results of analyses made on the business politics of some big companies and global brands show that their competitive profit consists of the spread and sharing of local cultures. Those have supported the integration in multiethnic contexts, the protection of a food and culinary biodiversity and a different way to spread the idea of a glocal and pleasant cooking.
Keywords: consumption, globalization, homogenization, local food, big companies.
1. Introduction
Several factors, such as the evolution of the communication networks, the development of the financial markets, the recession and the cultural diversities from various countries and companies have changed the economic-social system inside the new scenarios outlined by the globalization. As a matter of fact, in these latest years several studies have observed a greater attention on those events achieved locally, stressing the critics on a process of globalization around neoliberal policies and the growing power of the multinational corporations, increasing the inequalities over the wide world and inside the single countries.
Anyway it is not correct to say that the globalization could replace the localization. In particular, the choice of adapting to local differences, excluding all the universal principles can lead to a local autocentre characterized by an absence of development or the exit from the modernization process, and the impossibility to get all the opportunities of the technological and scientific revolution as the basis of the globalization (Goldsmith, Mander, 2013; Covino et al., 2013).
We need to search for a compromise between the standardization and the adaptation found nowadays around the phenomenon of the 'glocalizion', word linked to the concept 'Think global and act local'. When we talk about of glocal development, we mean a model of development able to overtake the idea of an external one, dictated from the high, not giving importance to the local specific subjectivities, but to promote the idea...