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2.3 Discussion
It can be found from Bakhtin's carnivalesque theory that he believes that in the carnival world, people's behavior is not affected by class, property, position, grade and other factors, thus it can be inferred that it is difficult to be based on the food people eat to reflect who they are. In reality, such cases do exist. For example, Mynttinen, Logrén, Särkkä-Tirkkonen and Rautiainen (2015) point out today, there are nearly 300 million of the world's population who leave their homes (Garnweidner, Terragni, Pettersen and Mosdøl, 2012). People of different races, different classes, different nationalities influence each other, their food cultures are also fused to some extent (Garnweidner, Terragni, Pettersen and Mosdøl, 2012). On the one hand, what people eat are more diversified, for instance, oriental dishes including Japanese food, Chinese food is loved by many people in Europe and America, and Western dining etiquette of European countries and North America has also been recognized and followed by Asians (Hallam and Baum, 1996). On the other hand, under the influence of globalization, what people eat shows a convergence trend, McDonald's, KFC and other fast food have a large number of fans in both East and West, whether it is white-collar or blue-collar, both are fans of the food (Mynttinen, Logrén, Särkkä-Tirkkonen and Rautiainen, 2015). Therefore, in some special time, it is difficult to determine a person from the food that he eats.
However, it should be noted that recipe exchange also leads to the stereotype, and even discrimination of people towards food of special areas. For example, in Zizek’s (2000) book “The Ticklish Subject”, he discusses how Jewish dietary habits lead to the discrimination of people in Germany and other areas against them. Italian and French food is usually considered to be a high-quality food for high-level social character, which to some extent confirms that what Bourdieu proposes is correct. In the process of globalization, various ethnic groups strive to maintain their traditional food cultures, for instance, Indian diet pays attention to the mysterious taste of curries; people from Caribbean and Puerto Rico require the mixture of the color, flavor, taste of food and music in diet; in terms of the food consumption concept of postmodern people, on the one hand, they attach importance to cross-border integration of various types of food, on the other hand, they emphasize the maintenance their own traditional food cultures (Mynttinen, Logrén, Särkkä-Tirkkonen and Rautiainen, 2015). For example, Chinese people eat more than 600 kinds of vegetables, which are six times more than people in the West. Fresh vegetables occupy an important position in the normal diet structure of Chinese people (Marcus, 2013). Europeans and Americans eat meat most. Meanwhile, the Chinese people pay more attention to the taste of food, while Europeans and Americans pay more attention to food nutrition. Therefore, by the choice and flavors of foods, it can generally understand the cultural background of consumers.Globalization prompts dissemination of some new ideas, such as environmentalism, animal protectionism in the world (Lin and Mao, 2015), which also has an impact on the food that people eat, for example, many animal conservationists refuse to eat shark fin, which indicates that in making choices of what to eat, they are constrained by the disciplines, personnel engaged in hotels can understand some of their characteristics from their choice of food, which confirms the correctness of Foucault’s theory. These facts show that in the same context of globalization, people's race, class or other extrinsic factors also have an impact on what they eat, through observation and understanding of their food choices, some information about them can be deduced.
Through the above analysis, the author believes that under certain conditions, according to the food that people eat, it is really difficult to reflect who they are. For example, considering those who choose fast food, the proportion of the consumer groups is too large, and their food tastes and the food are standardized, hotel managers are very difficult to collect consumer information based on fast food. But in most other cases, what people eat can reflect their individual characteristics, for instance, in eating steak, Asians are more accustomed to eating well done steak, and Westerners in general prefer the rare, the medium. Similarly, in eating Chinese food, Chinese people prefer spicy food, Westerners are more accustomed to a little lighter taste (Mynttinen, Logrén, Särkkä-Tirkkonen and Rautiainen, 2015). Even in the environment of carnival that Bakhtin sets, the food that people eat is mostly based on real-time decision and it may not be entirely accurate to reflect who they are, but in different classes, different cultural backgrounds, people of different personalities may be different in making such an immediate decision, for example, a young man who do not like drinking may drink in participating in parties, but he is more likely to choose beer, rather than whiskey. Therefore, according to the food that people eat, it can make a preliminary judgment about who eat the food.
Moreover, from the physical and psychological decision-making point of view, the food that people eat can reflect who they are. Lin and Mao (2015) mention that people rely on their sense organs to identify and understand food symbols, the sense organs contact with the material form of symbols and transmit the information to brain, the brain is based on "acquired experience" to analyze the meaning of the symbols from the symbolic form, thereby affecting their own choice of food. In identifying food symbols, people give full play to the role of vision, hearing, taste, smell, touch and other sensory channels. Under normal conditions, people emphasize taste of food, they choose their favorite flavors and odors, or even dinning atmosphere.
Lin and Mao (2015) analyze that postmodern people like aftertaste of music, pop culture a few years ago, people are through postmodern diet to get past experience, for example, on the walls of some five-star hotels, there are images of politicians in the 1950s and 1960s, and the choice of dishes, the waiters’ clothing, facial expressions and serving style are also showing a nostalgic atmosphere. In many highly urbanized cities, the renaissance is often nostalgic theme, the Romanesque architecture, Greek pillars and internal retro styles of a lot of five-star hotels allow consumers to have the illusion of time and space crisscross, the hotels use these to emphasize the cultural taste of food. Thus the food that people eat can reflect who they are.
Hallam and Baum’s (1996) study also shows that in addition to tastes, high-level consumers also emphasize the aesthetic of food. For example, they are concerned about whether food is beautiful and has creative style, whether dishes are mix ingeniously and nutritious. Therefore, when consumers pay special attention to the beauty and collocation of food, it often reflects the high social status of such consumers or they are relatively tasteful.
Marcus (2013) finds that more and more people are concerned about the health significance of food. Consumers will combine with their own physical health to make decisions on food. The health significance of food is generally reflected in two aspects: one is based on the content of protein, fat, carbohydrates, according to a "balanced" principle to choose the variety of food; the other is based on consumers’ own situation to choose food varieties, diabetic avoids sugar, they are cautious for sweet foods (Williams, Crockett, Harrison and Thomas, 2012). Therefore, from the food that people choose, it can also reflect their attitude for healthy food or their own state of health.
All in all, in most cases, people’s choices of food will be based on many internal and external factors, such as their own special backgrounds or special disciplines, or their own preferences, or past experience, or their own special physical conditions and so on. Therefore, the author thinks that in most cases, the food that people eat can reflect who they are, thus this study supports Foucault’s and Bourdieu's theory.
3.0 Conclusion
Whether the food that people eat can reflect their personal information or characteristics of their personalities is important for hotel management personnel in developing correct marketing and management strategies. According to Bourdieu’s and Foucault's theory, people's consumption behavior is influenced by their own class, occupation, personality, and many other external factors, so depending on the food that people eat to determine who they are is largely feasible, and Bakhtin's theory shows that in a carnival atmosphere, their behavior has not affected by class, property, family status, position, grade, and other factors, thus it can be deduced from his theory that he does not believe that it can understand some information and personalities of people from the food they eat. The author believes that under certain conditions, it is really difficult to understand the personal information of consumers according to the food that they choose, but in most other cases, food that people eat can reflect their personal information and personalities, hotels still can be based on the food that people choose to understand their consumption behavior characteristics in order to facilitate the further development of relevant marketing and management strategies.
References
Bakhtin, M. (1984). Rabelais and his world. Indiana University Press.
Bourdieu, P. (1984). Distinction: social critique of the judgment and taste. Routledge & Kegan Paul Ltd: USA.
Foucault, M. (1975). Discipline and punish: the birth of the prison. New York: Random House. |
