Short answer

Designers and marketers should critically examine the narratives surrounding 'local' products, ensuring that the pursuit of desirability does not perpetuate social or economic exclusions.

Field
Classic Design
Source
ScholarSpace (University of Hawaii at Manoa) (2019)
Method
Discourse analysis and participant observation
Evidence
Moderate effect

The perceived authenticity and desirability of 'local food' are often constructed through a romanticized narrative of 'real food,' which can inadvertently lead to exclusions and overlook critical issues like labor. This classic design research insight is drawn from a 2019 study published in ScholarSpace (University of Hawaii at Manoa). Using Discourse analysis and participant observation, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should critically examine the narratives surrounding 'local' products, ensuring that the pursuit of desirability does not perpetuate social or economic exclusions.

Study
Classic DesignHigh ImpactModerate effect

The 'Real Food' Fantasy: How Nostalgia and Desire Shape Local Food Systems

The perceived authenticity and desirability of 'local food' are often constructed through a romanticized narrative of 'real food,' which can inadvertently lead to exclusions and overlook critical issues like labor.

ScholarSpace (University of Hawaii at Manoa) · 2019

01

Key Findings

  • 01The concept of 'local food' is often imbued with a romanticized notion of 'real food' that appeals to a sense of authenticity and connection to place.
  • 02This idealized perception can create 'blind spots' regarding labor issues and lead to the exclusion of certain producers or consumers.
  • 03The desire for 'local' is driven by a fantasy that requires material and emotional investment to become an organizing principle.
02

Application

Design takeaway

Designers and marketers should critically examine the narratives surrounding 'local' products, ensuring that the pursuit of desirability does not perpetuate social or economic exclusions.

How to apply

When designing branding or marketing campaigns for local food products, consider how to communicate authenticity without creating an exclusionary 'us vs. them' mentality. Explore ways to highlight the human element and labor involved in production.

Project actions

  • 01When researching a product or system, consider the underlying desires and fantasies that drive its appeal.
  • 02Analyze how popular media shapes perceptions of 'authenticity' and 'tradition' in relation to products.
  • 03Investigate potential hidden costs or exclusions associated with seemingly virtuous product categories.
03

Method & Evidence

AimHow does the concept of 'real food' function as a category of desire and influence the realization and perception of local food systems?
MethodDiscourse analysis and participant observation
ProcedureThe research involved a critical reading of existing literature, a discourse analysis of popular media representations of local food, and participant observation in local food markets.
ContextLocal food markets and popular media discourse

Variables

IVThe concept of 'real food' as a category of desire.
DVExclusions and erasures within local food systems.
CVDiscourse in popular media, participant observation in local food markets.
04

Strengths & Limitations

Strengths

  • +Combines theoretical analysis with empirical observation.
  • +Addresses a critical gap in understanding the aspirational drivers of local food movements.

Limitations

The research is based on a specific geographical location and may not reflect the nuances of local food movements elsewhere. The focus on 'fantasy' can be subjective.

Reliability & validity

The validity of the findings relies on the interpretation of discourse and observation, which can be subjective. Reliability could be enhanced by using multiple coders for discourse analysis and by triangulating findings from different observation sites.

Think critically

To what extent does the pursuit of an idealized 'authentic' or 'local' product inadvertently create barriers for producers or consumers who do not fit that idealized image?

05

Design Principles

"Authenticity in design should be balanced with inclusivity and ethical considerations."

Understanding the emotional and aspirational drivers behind consumer choices for local products is crucial for designing more inclusive and equitable food systems. Designers and marketers can leverage these desires while actively mitigating the exclusionary aspects.

06

What This Means for Your Design

People often want 'local food' because they think it's more real and authentic, like food from the past. But this idea of 'real food' can sometimes make us forget about the people who grow and make the food, or exclude certain types of food or people.

How to use in your project

  • 1.Use this research to analyze the 'why' behind consumer preferences for a particular product or trend in your design project.
  • 2.Discuss how the concept of 'desire' or 'fantasy' influences the design brief or user needs.
07

Add to My Project

08

Quick Cite

Paragraph starter

The research by Pahk (2019) highlights that the appeal of 'local food' is often rooted in a consumer 'fantasy' of 'real food,' driven by desires for authenticity and connection to place. This idealized perception, however, can inadvertently lead to exclusions and overlook critical issues such as labor conditions within local food systems. Understanding this dynamic is crucial for designing more equitable and inclusive food initiatives.

09

Source

ScholarSpace (University of Hawaii at Manoa)

EATING IN AN UNCERTAIN WORLD: AN ESSAY ON THE EXCLUSIONS AND ERASURES OF LOCAL FOOD

journal · 2019

View source

Questions About This Research

What does the research say about the 'real food' fantasy: how nostalgia and desire shape local food systems?
Designers and marketers should critically examine the narratives surrounding 'local' products, ensuring that the pursuit of desirability does not perpetuate social or economic exclusions. Evidence: ScholarSpace (University of Hawaii at Manoa) (2019).
Why does "The 'Real Food' Fantasy: How Nostalgia and Desire Shape Local Food Systems" matter for design?
Understanding the emotional and aspirational drivers behind consumer choices for local products is crucial for designing more inclusive and equitable food systems. Designers and marketers can leverage these desires while actively mitigating the exclusionary aspects.
How can designers apply this research?
Designers and marketers should critically examine the narratives surrounding 'local' products, ensuring that the pursuit of desirability does not perpetuate social or economic exclusions.
What were the main findings?
The concept of 'local food' is often imbued with a romanticized notion of 'real food' that appeals to a sense of authenticity and connection to place.. This idealized perception can create 'blind spots' regarding labor issues and lead to the exclusion of certain producers or consumers.. The desire for 'local' is driven by a fantasy that requires material and emotional investment to become an organizing principle.
What research method was used?
Discourse analysis and participant observation.
How strong is the evidence?
Evidence strength is rated Moderate effect, based on a 2019 journal from ScholarSpace (University of Hawaii at Manoa).
What should I do differently in my next project?
When designing branding or marketing campaigns for local food products, consider how to communicate authenticity without creating an exclusionary 'us vs. them' mentality. Explore ways to highlight the human element and labor involved in production.
What are the limitations?
The study focused on specific markets in San Francisco, and the findings may not be universally applicable to all local food systems.