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Need that caffeine fix in the morning? Can't function before your morning cup of coffee? Believe it or not, the coffee culture has been carefully manufactured. Learn how coffee spread throughout the world, its decline in popularity in the 70s, and how its revival by an advertising company helped create culture of productivity. Think anthropology is reserved for studies of indigenous people? Come see how anthropology can help explain the everyday things we take for granted.@anthinpractice, http://anthropologyinpractice.com
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Krystal D'COSTAThe Anthropology of Coffee
@anthinpractice
The Anthropology of Coffee
Presented by Krystal D’Costa
I Need Coffee!
Before coffee. After coffee.
The Origins of Coffee
• Dutch word = koffie
• But the beverage—and plant—much older!
• An African origin?
The Goatherd
The Arab World
• Credited to the Arab world = khave
• 11th-century: First brewed in Yemen
• 13th-century: Popular among Muslim communities
The Culture of the Coffee House
( Coffee house, Ottoman Empire.)
The Culture of the Coffee House
Out of Arabia
• Arabs controlled distribution.
• Indian smuggler strapped beans to belly.
Global Travels
Global Travels• Dutch gift plant
to Louis XIV.
• Naval officer smuggles a seedling to Caribbean: Martinique.
Coffee in the Americas and Beyond
Source: National Geographic, 1999
The End of Coffee in America?
• Decline in coffee from 1960s to 1980s.
– Bad: Price of beans increased.
– Worse: Consumers revolt: not paying for bland coffee.
– Terrible: Targeted 20 – 29-year-olds have no interest in coffee!
Advertising to the Rescue!
Room for Smaller Brands
Driven by Productivity
The Culture of Productivity
The Ritual of Consumption
• Trained socially to think coffee is a tool.
– Helps us start our day and concentrate.
– Normalizes the imposed work routine.
Anthropology in Practice
• What is anthropology?
–Anthropology lets us understand the human experience.
Anthropology in Practice
The study of human life is all around us.
www.anthropologyinpractice.com@anthinpractice
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