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- Title
EL MATE EN CHILE: ENTRE LO COMUNITARIO Y LA INDIVIDUALIZACIÓN DEL GUSTO.
- Authors
CAYUL, MARTINA; PESSOA, DANIELA
- Abstract
This article explores the dynamics of consumption of yerba mate (Ilex paraguariensis) in Santiago de Chile and the Región de Los Lagos in Southern Chile. Based on indepth interviews, participant observation, and content analysis, we highlight the contrast between shared communal consumption, from an aesthetic experience of co-presence in the south of the country, and the technification and individualization of consumption in the capital city. There, the consumption of mate has become part of the upper-middle class' good taste, and an element of distinction spurred by the creation of new products and consumption spaces that point to their appropriation and mystification of yerba mate.
- Subjects
SANTIAGO (Chile); CHILE; AESTHETIC experience; MATE plant; PARTICIPANT observation; CONTENT analysis; NEW product development; CAPITAL cities
- Publication
Maguaré, 2020, Vol 34, Issue 2, p85
- ISSN
0120-3045
- Publication type
Article
- DOI
10.15446/mag.v34n2.92581