Tasting Chile

Tasting Chile

Using Archetypal Metaphor to Map Cultural Landscape through Sampling

Restaurants in 5 Chilean Cities

Cari Bourette

American Association of GeographersBoston 2008

Cultural GeographyCultural Geography The study of cultural identity, products and The study of cultural identity, products and

norms, with their variation across, and relations norms, with their variation across, and relations to, spaces and places. to, spaces and places.

Describing and analyzing the ways language, Describing and analyzing the ways language, religion, economy, government, and other religion, economy, government, and other cultural phenomena vary or remain constant from cultural phenomena vary or remain constant from one place to another.one place to another.

Explaining how humans function spatially and Explaining how humans function spatially and how they distinguish themselves culturally from how they distinguish themselves culturally from the “other” (Jordan, Domosh, and Rountree, eds. the “other” (Jordan, Domosh, and Rountree, eds. 1994).1994).

Scope of This StudyScope of This Study

Qualitatively rate cultural products, Qualitatively rate cultural products, and analyze their variation across 5 and analyze their variation across 5 cities in Chilecities in Chile

Describe and analyze ways observed Describe and analyze ways observed cultural phenomena vary or remain cultural phenomena vary or remain constant from each of these cities to constant from each of these cities to anotheranother

OverviewOverview What is a Systems Approach? What is a Systems Approach? Benefits of Quantifying Differences in Benefits of Quantifying Differences in

attitudes/values/culturesattitudes/values/cultures Restaurants as a Representative PlaceRestaurants as a Representative Place Assessment Tool – The Compass ModelAssessment Tool – The Compass Model Comparing the 5 Cities “flavors”Comparing the 5 Cities “flavors” ConclusionConclusion

What is a Systems Approach?What is a Systems Approach?

Observing/evaluating an Integrated Observing/evaluating an Integrated Whole Whole

May study how all parts affect each May study how all parts affect each other– that is the entire systemother– that is the entire system

Not concerned with theoretical Not concerned with theoretical isolated parts or individual piecesisolated parts or individual pieces

Example in Physical ScienceExample in Physical Science The actions of individual gas molecules on the The actions of individual gas molecules on the

surface of a balloon are for all practical purposes surface of a balloon are for all practical purposes considered “random”considered “random”

The relevant information is usually found by The relevant information is usually found by measuring the collective action of all of the measuring the collective action of all of the moleculesmolecules

Systems Approach and SocietiesSystems Approach and Societies

Example questions for societies:Example questions for societies:• How does a society respond to an How does a society respond to an

event?event?• How does culture shape a society and How does culture shape a society and

how does the society reinforce its how does the society reinforce its culture?culture?

• How do the values of one culture group How do the values of one culture group compare with another?compare with another?

Limitations of Systems Approach Limitations of Systems Approach with Societieswith Societies

The study of any group:The study of any group:• Tells us nothing of the beliefs, values, Tells us nothing of the beliefs, values,

thoughts, or feelings of any individual thoughts, or feelings of any individual within the groupwithin the group

• Tells us nothing of the expected behavior Tells us nothing of the expected behavior of any individual within the groupof any individual within the group

• Just like the gas molecules on the balloon, Just like the gas molecules on the balloon, we are observing a system, and any we are observing a system, and any conclusion regarding present or future conclusion regarding present or future behavior is a net effect of the whole. behavior is a net effect of the whole.

Example – Simple Example – Simple ObservationsObservations

Assumed a Assumed a generally safe, generally safe, relaxing place even relaxing place even though individuals though individuals present are present are strangers.strangers.

Although all Although all individuals not individuals not involved, a violent involved, a violent place and group.place and group.

Benefits of Quantifying Group/Society Benefits of Quantifying Group/Society Attitudes, Values, CultureAttitudes, Values, Culture

Clashes in culture groups or potential for Clashes in culture groups or potential for escalation can be assessed and evaluated.escalation can be assessed and evaluated.

Qualitative observations of marginalization Qualitative observations of marginalization or other observed regional differences or other observed regional differences could be quantified and compared.could be quantified and compared.

Level of socioeconomic stability or risk Level of socioeconomic stability or risk potential for destabilization could be potential for destabilization could be assessed.assessed.

The Compass ModelThe Compass Model

Using Archetypal Metaphor for Using Archetypal Metaphor for Assessing and Analyzing Assessing and Analyzing

SystemsSystems

Brief Background of “Compass” ModelBrief Background of “Compass” Model

Began as a conceptual model for describing Began as a conceptual model for describing events in general.events in general.

Further developed to describe and study Further developed to describe and study qualitative, subjective data (primarily re: qualitative, subjective data (primarily re: individuals and groups of people).individuals and groups of people).

Categories are not precisely defined; they Categories are not precisely defined; they are understood through instruction and are understood through instruction and stories; they are metaphorical.stories; they are metaphorical.

Modeled after simple, general, but Modeled after simple, general, but “complete” world-views of pre-agricultural “complete” world-views of pre-agricultural societies.societies.

Archetypal CategoriesArchetypal Categories

Primary categories are based on such Primary categories are based on such archetypal values as “Earth, Air, Fire, archetypal values as “Earth, Air, Fire, Water.”Water.”

Additional categories are drawn from Additional categories are drawn from Jungian archetypal models such as Jungian archetypal models such as “Anima” and “Animus” (later renamed “Anima” and “Animus” (later renamed to “Receptive” and “Directed”).to “Receptive” and “Directed”).

Eight compass points are used as Eight compass points are used as abbreviations for these categories.abbreviations for these categories.

““Compass” of 4 PolaritiesCompass” of 4 PolaritiesEarth

Fire

AirAirWater

ReceptiveReceptive

Directed

Somber

Manic

N

S

W E

SE

NW

SW

NE

Demonstrated BenefitsDemonstrated Benefits

The Compass System has been The Compass System has been successfully applied in the work of A successfully applied in the work of A New Story Foundation (a not for New Story Foundation (a not for profit researching sustainability) for profit researching sustainability) for assessing and forecasting periods of assessing and forecasting periods of • heightened social / economic instabilityheightened social / economic instability• heightened likelihood of geopolitical heightened likelihood of geopolitical

escalationescalation

What about Place?What about Place? Places, being conceptual and subjective, Places, being conceptual and subjective,

are difficult to map.are difficult to map. Places, being unique, are difficult to Places, being unique, are difficult to

compare with other places.compare with other places. How can subjective, qualitative data about How can subjective, qualitative data about

place be quantified so as to be meaningful place be quantified so as to be meaningful and comparable with other places?and comparable with other places?

Could the “Compass” system be used to Could the “Compass” system be used to gather data on a subset of a place (e.g. a gather data on a subset of a place (e.g. a city’s restaurants)? How well would the city’s restaurants)? How well would the results compare with general impressions results compare with general impressions of that place?of that place?

Restaurants as Representative PlaceRestaurants as Representative Place

60% fail within the first year60% fail within the first year Patrons “vote” for success by their Patrons “vote” for success by their

continued businesscontinued business A successful restaurant must appeal or A successful restaurant must appeal or

resonate with its clientele in décor, resonate with its clientele in décor, service, price range, as well as type and service, price range, as well as type and quality of foodquality of food

Therefore a restaurant can represent the Therefore a restaurant can represent the collective values or culture of its service collective values or culture of its service areaarea

Compass Model Compass Model CategoriesCategories

Adapted for Social SpacesAdapted for Social Spaces

4 Primary Categories

Earth

Fire

AirWater

N – Earth vs. S – Fire

• Stillness, quiet, calm• Solid, stable• Cold, cool • Wood, stone, trees• Colors – “Earth tones”

i.e. browns, rusts, etc.

• Loudness, busyness, activity

• Volatile, unstable• Hot, warm• Colors – “Fiery” reds,

“loud” colors

Examples of “Earth”

Examples of “Fire”

E - Air vs. W - Water

• Words, numbers, reason, logic

• Linear, well-defined• Literally, of the air• Dry, arid• Colors – pastels, light

colors

• Emotion, belief, intuition, imagination

• Ambiguous, fluid• Literally, of the water• Wet, humid• Colors – blues, black,

other dark colors (but not earth tones)

Examples of “Air”

Examples of “Water”

4 Hybrid Categories

Earth

Fire

AirWater

Receptive

Directed

Somber

Manic

NE - Receptive vs. SW - Directed

• Welcoming, friendly, hospitable, nurturing

• Dainty, bite sized pieces• Of relationships--

community, family, couple• Colors – light pink, peach,

combinations of Earth and Air colors (e.g. brown and yellow)

• Projective, lavish, abundant, extravagant

• Pertaining to the pursuit of instinctual enjoyment (food, drink, sex)

• Pertaining to “outdoors”-- hunting, warriors, etc.

• Colors – purple, combinations of Fire and Water colors (e.g. red and blue).

Examples of “Receptive”

Examples of “Directed”

SE - Manic vs. NW - Somber

• Chaotic, frenzied, messy, disordered

• Technology, fluorescent lights, trade, commerce

• Focused on future, endless possibilities

• Colors – orange, hot pink, neon green, combinations of Fire and Air colors, such as red and yellow.

• Strictly ordered; subdued, but eerie

• Dark, cold, wet places like caves

• Related to death, decay, the afterlife

• Focused on past, tradition• Colors – grey,

combinations of Earth and Water colors, such as blue-green.

Examples of “Manic”

Examples of “Somber”

Tasting Chile Study

• 5 Urban areas studied over one month.

• Area restaurants were visited and rated (0-100) on the relative strength of eight categories reflected in overall ambience, i.e. the “affect” or feeling of the restaurant.

• Data collected was compared with other observations of the area to test the feasibility of using this as a study method.

Example of Data Collected

Santiago

Santiago, cont’d

Summary, Santiago ObservationsSummary, Santiago Observations

Capital city, center of commerce and Capital city, center of commerce and industry, good public transportationindustry, good public transportation

Highly globalized – McDonald’s, Pizza Highly globalized – McDonald’s, Pizza Hut, KFC, international cuisine.Hut, KFC, international cuisine.

Still has town square with Still has town square with entertainment.entertainment.

Marginalization – poor, “projectized” Marginalization – poor, “projectized” section of town less kept up.section of town less kept up.

Comparison with Restaurant Data, Santiago

• Santiago less calm and quiet (N) than Chile avg.• Santiago higher prevalence of communication

with words and numbers, more intellectual (E).• Higher activity level/pace than Chile average (S).

5 Chilean Cities - + View

0%

5%

10%

15%

20%

25%

30%

35%

Santiago Chile Average

Earth (N) Fire (S) Air (E) Water (W)

Comparison with Restaurant Data, Santiago

• More trade, commerce, technology (SE) than Chile average.

• More welcoming to outsiders (NE).• Less focused on the past, and tradition (NW).

5 Chilean Cities - X View

0%

5%

10%

15%

20%

25%

30%

35%

Santiago Chile Average

Receptive (NE) Directed (SW) Manic (SE) Somber (NW)

Santiago – Did it match?Santiago – Did it match?

How well did the collected restaurant How well did the collected restaurant data match what was otherwise observed data match what was otherwise observed regarding the city Santiago?regarding the city Santiago?

ExcellentExcellent Good Good Fair Fair PoorPoor

XX

Not a lot of detail, but it matched very well.Not a lot of detail, but it matched very well.

Temuco

Temuco, cont’d

Summary, Temuco ObservationsSummary, Temuco Observations

Fair sized city (250,000 people) with shops Fair sized city (250,000 people) with shops and public transportation (and public transportation (collectivoscollectivos).).

Not as modernized as Santiago.Not as modernized as Santiago. Cultural center for the Cultural center for the MapucheMapuche people. people.

• Proud, but marginalized & oppressed Proud, but marginalized & oppressed people.people.

• American Indian nation American Indian nation notnot conquered conquered by the Spanish.by the Spanish.

• Characterized in the literature as Characterized in the literature as “fierce”“fierce”

Comparison with Restaurant Data, Temuco

• Temuco is similar to the average for the cities studied, but has a slightly slower pace (N).

• Temuco showed a higher use of communication with imagery than with words (W vs. E).


0%

5%

10%

15%

20%

25%

30%

35%

Temuco Chile Average


Comparison with Restaurant Data, Temuco

• Higher emphasis on outdoors, cowboys, warriors, etc (SW) than avg. for cities studied.

• Less welcoming of strangers than avg. (NE).• Less technologically oriented (SE).• Higher emphasis on the past or tradition (NW).


0%

5%

10%

15%

20%

25%

30%

35%

Temuco Chile Average


Temuco – Did it match?Temuco – Did it match?

How well did the collected restaurant How well did the collected restaurant data match what was otherwise data match what was otherwise observed regarding the city Temuco?observed regarding the city Temuco?

ExcellentExcellent Good Good Fair FairPoorPoor

XX

Data matched general observations.Data matched general observations.

Ancud, Chiloe

Ancud, Chiloe

Summary, Ancud ObservationsSummary, Ancud Observations

Small island fishing town.Small island fishing town. Some catering to tourists, but not Some catering to tourists, but not

aggressively sought out.aggressively sought out. Suspicious of outsiders, especially Suspicious of outsiders, especially

land developers.land developers. Cultural center for the Cultural center for the HuillicheHuilliche..

• Conquered by the Spanish, very little left Conquered by the Spanish, very little left of a Huilliche people or culture.of a Huilliche people or culture.

Comparison with Restaurant Data, Ancud

• Highest “Water” because of water themes (island, fishing, seafood). Also showed a higher use of communication with imagery than with words (W vs. E).

• Much slower pace, laid back atmosphere (high N and low S).


0%5%

10%15%20%25%30%35%40%45%

Ancud Chile Average


Comparison with Restaurant Data, Ancud

• Least welcoming of outsiders (NE).• High focus on outdoors (fishing, hunting, etc.) - SW.

• Less modernized than avg. (SE).• Higher emphasis on the past and tradition (NW).


0%

5%

10%

15%

20%

25%

30%

35%

Ancud Chile Average


Ancud – Did it match?Ancud – Did it match?

How well did the collected restaurant How well did the collected restaurant data match what was otherwise data match what was otherwise observed regarding the city Ancud?observed regarding the city Ancud?


XX

Same. Data matched general Same. Data matched general observations.observations.

Viña del Mar

Viña del Mar

Summary, ViSummary, Viñña del Mar Observationsa del Mar Observations

A resort city, but on its way out.A resort city, but on its way out. Modern, cosmopolitan, globalized.Modern, cosmopolitan, globalized. Visited during New Year’s eve timeframe.Visited during New Year’s eve timeframe. City was crowded, hurried, and chaotic.City was crowded, hurried, and chaotic. Met with U of Chile professor afterwards Met with U of Chile professor afterwards

who had been in the city for New Year’s. who had been in the city for New Year’s. His comment (in Spanish): It was “chaos.”His comment (in Spanish): It was “chaos.”

Comparison with Restaurant Data, Viña del Mar

• Higher activity level and loudness than average (higher S, lower N).

• Higher reliance on words and numbers for communication (higher E, lower W) than average; lots of talking.


0%

5%

10%

15%

20%

25%

30%

35%

Viña del Mar Chile Average


Comparison with Restaurant Data, Viña del Mar

• Higher commerce, trade, globalization than avg. (SE).

• Primary characteristic is high Manic (SE) which in excess corresponds to frenzied activity, non-directed “fun”, and chaos.


0%

5%

10%

15%

20%

25%

30%

35%

40%

Viña del Mar Chile Average


ViViñña del Mar – Did it match?a del Mar – Did it match?

How well did the collected restaurant data How well did the collected restaurant data match what was otherwise observed match what was otherwise observed regarding the city Viregarding the city Viñña del Mar ?a del Mar ?


XX

Well matched, especially the extreme SE.Well matched, especially the extreme SE.

Ovalle

Ovalle, cont’d

Summary, Ovalle ObservationsSummary, Ovalle Observations

Agricultural town with strong family Agricultural town with strong family orientation: children, parks, river-beaches.orientation: children, parks, river-beaches.

Peaceful town centers, gathering places.Peaceful town centers, gathering places. Visible community support/participation in Visible community support/participation in

upcoming presidential election.upcoming presidential election. Drought has devastated wheat farmers Drought has devastated wheat farmers

and closed flour mill many worked at; and closed flour mill many worked at; some men absent to go work in the city.some men absent to go work in the city.

A few wealthy farmers irrigate grapes.A few wealthy farmers irrigate grapes.

Comparison with Restaurant Data, Ovalle

• Much higher Earth (N) score than average. Slow pace; calm, peaceful town centers. However, extreme N/low S may also point to lack of activity/business due to drought/poverty.


0%

10%

20%

30%

40%

50%

Ovalle Chile Average


Comparison with Restaurant Data, Ovalle

• Much more welcoming, nurturing, community and family oriented than average of cities studied (NE).

• More past and tradition focused than average (NW).

• Lower trade and commerce than average (SE).


0%

5%

10%

15%

20%

25%

30%

35%

40%

Ovalle Chile Average


Ovalle – Did it match?Ovalle – Did it match?

How well did the collected restaurant How well did the collected restaurant data match what was otherwise data match what was otherwise observed regarding the city Ovalle?observed regarding the city Ovalle?


XX

Well matched, especially the extreme Well matched, especially the extreme N/NE.N/NE.

A Basic “Flavor” MapA Basic “Flavor” Map

ConclusionConclusion Restaurants appear to be effective as Restaurants appear to be effective as

representative microcosms of the representative microcosms of the places in which they exist.places in which they exist.

Using the Compass Model of Using the Compass Model of categorical sampling appears to yield categorical sampling appears to yield meaningful, potentially reproducible meaningful, potentially reproducible data sets.data sets.

Whatever the case, it’s a fun, tasty Whatever the case, it’s a fun, tasty way to study a place.way to study a place.

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Tasting Chile