Abstract
By the economic policies introduced after 1980 in Turkey, economic life has changed, and the ser-
vices sector has expanded. In this new social structure, besides the traditional middle class, a new class called the new middle class has emerged. With their managerial positions and executive roles in work life, and peculiar consumption trends and lifestyle, the visibility of members of this class is increasing. Among the consumption trends of the new middle class are to distinguish itself and, to discover the authentic and have refined tastes. In this study, we examine the relationship between the new middle class and the third-wave coffee consumption in the context of the formation of class identity and belonging. In the research, data was collected from the third
wave coffee points in Beşiktaş, Kadıköy, Karaköy and Nişantaşı, using the ethnographic research design, which is one of the qualitative research methods in 2019. As a result of the findings obtained from the observations and interviews, it has been observed that in terms of qualified coffee consumption the new middle class exhibits a relationship between their tendency of trying refined flavors and their manner of usage their economic, social, economic and cultural. The new middle class expresses itself with spatial belonging and separation of class identity based on third-wave coffee spaces. In the analysis made based on the field and game conceptualizations of Pierre Bourdieu, it was founded that the new middle-class members has turned coffee consumption into a game with their knowledge of coffee and turned coffee consumption into a habitus.
Keywords
Coffee third wave coffee new middle class habitus social capital space consumptionShare
Details
- Authors: Lütfi Sunar, Prof. Dr., Uluslararası Balkan Üniversitesi
Gözde Türkyılmaz - Year: 2023 (December) / Volume: 1 / Issue: 1
- Page: 50-85
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