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Building Nature's Market.

Author: Laura J Miller
Publisher: Chicago : University of Chicago Press, 2017.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
This book provides a history of the American natural and health foods industry and its leadership in the social movement oriented to spreading a natural foods way of life. The natural foods case is used to consider the broader question of what possibilities open up and what limits emerge when private enterprise is involved in movements advocating for broad-based social and cultural change. Beginning with the first  Read more...
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Genre/Form: Electronic books
History
Additional Physical Format: (DLC) 2017005396
(OCoLC)973159679
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Laura J Miller
ISBN: 022650140X 9780226501406
OCLC Number: 1005541096
Description: 1 online resource (289)
Contents: Markets and movements --
Escaping asceticism: the birth of the health food industry --
Living and working on the margins: a countercultural industry develops --
Feeding the talent: the path to legitimacy --
Questioning authority: the state and medicine strike back --
Style: identifying the audience for natural foods --
Drawing the line: boundary disputes in the natural foods field --
Cultural change and economic growth: assessing the impact of a business-led movement.

Abstract:

This book provides a history of the American natural and health foods industry and its leadership in the social movement oriented to spreading a natural foods way of life. The natural foods case is used to consider the broader question of what possibilities open up and what limits emerge when private enterprise is involved in movements advocating for broad-based social and cultural change. Beginning with the first American natural foods advocates in the early nineteenth century, and continuing to the early twenty-first century, this history shows how the leadership of the natural foods industry was central to transforming natural foods consumption from a culturally marginal activity associated with religious minorities, immigrants, the elderly, and the infirm, to a hip lifestyle associated with the young, the fit, and the affluent. In the process, industry helped lead the natural foods movement away from an emphasis on asceticism and simple living, and towards a valuation of indulgence and material comforts. The book argues that instead of acting as a singularly eradicalizing force, the natural and health foods industry reinforced the natural foods movement's often radical rejection of medical expertise. The natural foods case demonstrates that business interests promote a flexible approach to cultural meanings and symbols, which undermines cultural authority and catalyzes cultural change.

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"Despite all of the contradictions and disputes with which proponents of natural food movements must grapple as players in the market, Laura Miller believes that their ethical impetus absolutely can Read more...

 
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