Sourdough - The Stories Beyond Flour, Water and Salt

Thesis purpose: In order to contribute to Consumer Culture Theory, as well as critical dimensions in the foodie literature namely authenticity, democracy/distinction and gender, the study’s aim is to explore how discourses and socio-cultural meanings underlie identity constructions in the specific sourdough culture. Theoretical framework: As no research addresses the sourdough phenomenon directly, we combine related literature domains to build up a comprehensive framework for the study. We broadly elaborate postmodernity and Consumer Culture Theory (CCT), and subsequently critically address central dimensions within foodie literature capturing discourses as well as socio-cultural meanings of food. Methodology: With departure in social constructionism and hermeneutics, we employ an explorative study drawing on the experiential and sociocultural dimensions of consumption. We use a qualitative research strategy focusing on consumer perceptions and meanings. By employing ethnographic methods we submerge ourselves into the social settings of the consumers. Empirical data: Triangulation of methods is used to gather empirical evidence. Informant diaries and ethnographic interviews are used as means to get a broad understanding of the socio-cultural worlds of the consumers. Strategic sampling is used to select appropriate respondents and forms the foundation of the subsequent data collection. Conclusion: This study provides insight into the contradictions of simplicity/complexity, popularized/distinctive and enacting/challenging gender roles encompassing the sourdough phenomenon. These are also characteristics of the foodie culture in general. Enacting discourses around the contradictions, consumers place sourdough practices centrally in the process of establishing a fragmented sense of self. Deriving from these contradictions, we have found that consumers draw on a certain kind of capital named “knowledge and skill capital” to distinguish their identities