Tasting the difference: Understanding immigrants’ consumption and sense-making of foodstuffs in Scotland

Haret, Alexandra

4. term

Culture, Communication and Globalization, Master

2015

2015-05-27

100

I takt med globalisering og flere indvandrere undersøger dette studie, hvordan udlændinge i Skotland vælger, tilpasser og forstår den mad, de spiser i deres nye hverdag. Der findes kun få studier om, hvordan mennesker i Skotland tilpasser deres madvaner (madakkulturation), selv om Skotland ofte opfattes som at have en særskilt national identitet. Derfor anvender undersøgelsen en kvalitativ, blandet metode: netnografi (studier af online fællesskaber), deltagerobservation samt individuelle og parinterviews. I alt deltog 13 personer fra 11 lande, 23–60 år gamle, som havde boet i Skotland fra 6 måneder til 15 år. Deltagerne blev udvalgt via bekvemmeligheds- og formålsudvælgelse for at opnå stor variation. Resultaterne kan ikke generaliseres bredt, men giver et solidt udgangspunkt og en detaljeret kontekstbeskrivelse, som andre kan bruge i lignende sammenhænge. Hovedfundene er beskrivende og forklarende: Madvarer fra hjemlandet spiller fortsat en vigtig rolle, men den indsats, folk lægger i at bevare gamle madvaner, varierer. Deltagerne bruger forskellige strategier for at skaffe eller genskabe hjemlandsmad: få varer sendt, finde erstatninger, søge information online, spise ude og lære at lave retterne selv. Hjemlandsmad hjælper dem med at udtrykke og forhandle deres kulturelle identitet over for andre og bruges ofte, når de er værter for gæster fra forskellige nationer. Mange deltagere oplever, at Skotland mangler en stærk madkultur, og de spiser derfor mest mad fra andre internationale køkkener, som de finder let tilgængelige. Denne adfærd er drevet af nysgerrighed og et ønske om at finde deres “egen vej” i madlavning og måltidsvaner. Skotsk mad betragtes ofte som usund, ensformig og dårligt præsenteret eller markedsført; samtidig peger deltagerne på skjulte kvaliteter i traditionelle skotske retter, som dog kan være svære at opdage og opleve. Det peger på behov for mere forskning i, hvordan Skotlands madidentitet og sunde spisevaner kan styrkes, samt muligheder for bedre markedsføring og formidling af traditionelle skotske fødevarer. Disse indsigter er relevante for sundheds- og kostorganisationer, der ønsker at påvirke befolkningens madvaner, og for turistorganisationer, der kan styrke Skotlands madidentitet både i og uden for landet gennem målrettet markedsføring.

As markets globalize and immigration grows, this study examines how expatriates in Scotland choose, adapt, and make sense of the food they eat in their new country. There is limited research on how people in Scotland adapt their eating habits (food acculturation), even though Scotland is often seen as having a distinct national identity. To address this gap, the study uses qualitative, mixed methods: netnography (studying online communities), participant observation, and individual and paired interviews. Thirteen participants from eleven countries, aged 23–60 and living in Scotland for 6 months to 15 years, took part. They were recruited through convenience and purposive sampling to ensure variety. While the findings are not broadly generalizable, they offer a strong starting point and a detailed context that others can apply to similar settings. The main findings are descriptive and explanatory. Foods from participants’ home countries remain important, though the effort to maintain old food practices varies. People use different strategies to obtain or recreate home foods: shipping ingredients, finding substitutes, searching online, eating out, and learning to cook. Home foods help express and negotiate cultural identity with others and are often used when hosting guests from different nationalities. Many participants perceive Scotland as lacking a strong food culture and therefore mostly consume foods from other international cuisines, which they find widely available. This behavior is driven by curiosity and a desire to find their “own way” in cooking and eating. Scottish cuisine is often seen as unhealthy, unvaried, and poorly represented or marketed; at the same time, participants point to hidden strengths in traditional Scottish dishes that are hard to discover and experience. This suggests a need for further research on strengthening Scotland’s food identity and healthy eating habits, as well as opportunities for better marketing and communication about traditional Scottish foods. These insights are relevant for health and dietary organizations aiming to influence eating habits and for tourism organizations that can promote Scotland’s food identity at home and abroad through targeted campaigns.

[This abstract was generated with the help of AI]

food consumption ; food acculturation ; national identity ; immigrants ; Scotland food culture ; food culture

Download
View record in AAU Student Projects