KRYSTAL D'COSTA: "The Anthropology of Coffee"
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KRYSTAL D'COSTA: "The Anthropology of Coffee"

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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 ...

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'COSTA: "The Anthropology of Coffee" Presentation Transcript

  • 1. Krystal D'COSTA
    The Anthropology of Coffee
    @anthinpractice
  • 2. The Anthropology of Coffee
    Presented by Krystal D’Costa
  • 3. I Need Coffee!
    Before coffee.
    After coffee.
  • 4. The Origins of Coffee
    Dutch word = koffie
    But the beverage—and plant—much older!
    An African origin?
  • 5. The Goatherd
  • 6.
  • 7. The Arab World
    Credited to the Arab world = khave
    11th-century: First brewed in Yemen
    13th-century: Popular among Muslim communities
  • 8. The Culture of the Coffee House
    ( Coffee house, Ottoman Empire.)
  • 9. The Culture of the Coffee House
  • 10. Out of Arabia
    Arabs controlled distribution.
    Indian smuggler strapped beans to belly.
  • 11. Global Travels
  • 12. Global Travels
    Dutch gift plant to Louis XIV.
    Naval officer smuggles a seedling to Caribbean: Martinique.
  • 13. Coffee in the Americas and Beyond
    Source: National Geographic, 1999
  • 14. 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!
  • 15. Advertising to the Rescue!
  • 16. Room for Smaller Brands
  • 17. Driven by Productivity
  • 18. The Culture of Productivity
  • 19. The Ritual of Consumption
    Trained socially to think coffee is a tool.
    Helps us start our day and concentrate.
    Normalizes the imposed work routine.
  • 20. Anthropology in Practice
    What is anthropology?
    Anthropology lets us understand the human experience.
  • 21. Anthropology in Practice
    The study of human life is all around us.
    www.anthropologyinpractice.com@anthinpractice