How Long to Read Branding Japanese Food

How Long Does it Take to Read Branding Japanese Food?

It takes the average reader 3 hours and 36 minutes to read Branding Japanese Food by Katarzyna J. Cwiertka

Assuming a reading speed of 250 words per minute. Learn more

Description

Branding Japanese Food is the first book in English on the use of food for the purpose of place branding in Japan. At the center of the narrative is the 2013 inscription of “Washoku, traditional dietary cultures of the Japanese, notably for the celebration of New Year” on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity. The authors challenge the very definition of washoku as it was presented in the UNESCO nomination, and expose the multitude of contradictions and falsehoods used in the promotion of Japanese cuisine as part of the nation-branding agenda. Cwiertka and Yasuhara argue further that the manipulation of historical facts in the case of washoku is actually a continuation of similar practices employed for centuries in the branding of foods as iconic markers of tourist attractions. They draw parallels with gastronomic meibutsu (famous products) and edible omiyage (souvenirs), which since the early modern period have been persistently marketed through questionable connections with historical personages and events. Today, meibutsu and omiyage play a central role in the travel experience in Japan and comprise a major category in the practices of gift exchange. Few seem to mind that the stories surrounding these foods are hardly ever factual, despite the fact that the stories, rather than the food itself, constitute the primary attraction. The practice itself is derived from the intellectual exercise of evoking specific associations and sentiments by referring to imaginary landscapes, known as utamakura or meisho. At first restricted to poetry, this exercise was expanded to the visual arts, and by the early modern period familiarity with specific locations and the culinary associations they evoked had become a fixed component of public collective knowledge. The construction of the myths of meibutsu, omiyage, and washoku as described in this book not only enriches the understanding of Japanese culinary culture, but also highlights the dangers of tweaking history for branding purposes, and the even greater danger posed by historians remaining silent in the face of this irreversible reshaping of the past into a consumable product for public enjoyment.

How long is Branding Japanese Food?

Branding Japanese Food by Katarzyna J. Cwiertka is 209 pages long, and a total of 54,131 words.

This makes it 71% the length of the average book. It also has 66% more words than the average book.

How Long Does it Take to Read Branding Japanese Food Aloud?

The average oral reading speed is 183 words per minute. This means it takes 4 hours and 55 minutes to read Branding Japanese Food aloud.

What Reading Level is Branding Japanese Food?

Branding Japanese Food is suitable for students ages 12 and up.

Note that there may be other factors that effect this rating besides length that are not factored in on this page. This may include things like complex language or sensitive topics not suitable for students of certain ages.

When deciding what to show young students always use your best judgement and consult a professional.

Where Can I Buy Branding Japanese Food?

Branding Japanese Food by Katarzyna J. Cwiertka is sold by several retailers and bookshops. However, Read Time works with Amazon to provide an easier way to purchase books.

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