The Metamorphosis of Tea. Teahouses and Tea shops in Bucharest

Open access

Abstract

This paper examines the increase of public, non-domestic tea consumption in Bucharest. In order to offer a full picture, I approached the consumer engines in terms of both teahouses’ owners and consumers. I found that most entrepreneurs have established their business in an effort to have a place of their own, quiet, where to practice their passions with people who share the same values and interests. Consumers, in turn, are attracted primarily by the interior space of the teahouses. Their reasons are the most diverse: for relaxation and dreaming, to escape from the city’s violent stimuli, for introspection, for new bodily experiences, to strengthen or build friendship, romantic or business relationships, as well as for the ‘dream’ characteristics of the teahouses’ environment. Both the teahouses’ owners and their consumers may be regarded as varieties of prosumers.

Amin, A., (2003) [1994] Post-Fordism. A Reader. Oxford: Blackwell.

Baudriallard, J. (2005) [1970] Societatea de consum. Mituri şi structuri [Society of Consumption. Myths and Structures]. Bucharest: Editura comunicare.ro.

Baudrillard, J. (1996) [1968] Sistemul obiectelor [The System of Objects]. Cluj-Napoca: Editura Echinox Publication.

Chatterton, P. and R. Hollands, 2003. Urban nightscapes. Youth cultures, pleasure spaces and corporate power. New York: Routledge Publication.

Clarke, D. B. (2003) The Consumer Society and the Postmodern City. London: Routledge.

Featherstone, M. (2007) The Aestheticization of Everyday Life. Consumer Culture and Postmodernism. London: Sage Publications.

Lipovetsky, G. (2007) [2006] Fericirea Paradoxală. [Paradoxical Happiness]. Iaşi: Editura Polirom.

Maffesoli, M. (1996) [1988] The Times of the Tribes. The Decline of Individualism in Mass Society. London: Sage Publications.

Ritzer, G and N. Jurgenson. (2010) Production, Consumption, Prosumption. The Nature of Capitalism in the Age of the Digital ’Prosumer’. Journal of Consumer Culture 10(1):13-36.

Roseberry, W. (1996) The rise of yuppie coffees and the re-imagination of class in the United State. American Anthropologist, 98 (4):762-775.

Simmel, G. (1950) [1903] The Metropolis and Mental Life in The Sociology of Georg Simmel, edited by Kurt H. Wolff. Columbus: Ohio State University.

Journal Information

Metrics

All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 151 151 17
PDF Downloads 52 52 6