東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Yerba Mate: National Project to Emer...

Fochesatto, Ana.

Linked to FindBook

Google Book

Amazon

博客來

Yerba Mate: National Project to Emerging Superfood.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Yerba Mate: National Project to Emerging Superfood./
Author:	Fochesatto, Ana.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
Description:	107 p.
Notes:	Source: Masters Abstracts International, Volume: 81-05.
Contained By:	Masters Abstracts International81-05.
Subject:	Cultural anthropology. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13895882
ISBN:	9781088365618

Yerba Mate: National Project to Emerging Superfood.
Fochesatto, Ana.

Yerba Mate: National Project to Emerging Superfood. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 107 p.

Source: Masters Abstracts International, Volume: 81-05.

Thesis (M.A.)--Illinois State University, 2019.

This item must not be sold to any third party vendors.

Yerba mate, Ilex paranguariensis, is a shrub commonly found in the Atlantic Forest of South America which covers part of northeast Argentina, eastern Paraguay, and southern Brazil. The dried leaves and stem of the tree are used to make an infusion, called mate, used first by indigenous Guarani people. Today, yerba mate is widely consumed in the Southern Cone region and is regarded as the national drink of Argentina, Paraguay, and Uruguay. I argue that yerba mate has entered the U.S. as a "superfood," marketed as a product with nutritional and symbolic medicinal values. In this thesis, I trace yerba mate's construction as a symbol of Argentine national identity which entailed both the exploitation of indigenous labor and erasure of the mate's indigenous roots. I show that this history continues to be relevant for understanding the meaning of yerba mate today in Argentina. I focus specifically on two successful yerba mate brands, Taragui and Titrayju. Drawing on a semiotic analysis of product packaging and a discourse analysis of contemporary media narratives on yerba mate, I situate these brands within a larger historical context. I then follow yerba mate transnationally with an analysis of its more recent marketing to U.S. consumers. I focus on the most popular yerba mate brand, Guayaki, that markets yerba mate as a superfood and as a socially and environmentally sustainable product to young consumers. Despite different yerba mate narratives across the Americas, as a national symbol and as a transnational superfood, very similar historical processes continue to undermine indigenous rights and identity in both its place of origin and in its new U.S. market.

ISBN: 9781088365618Subjects--Topical Terms:

2122764
Cultural anthropology.
Subjects--Index Terms:

Health

Yerba Mate: National Project to Emerging Superfood.
LDR:02916nmm a2200445 4500 001 2271495
005 20201007134949.5
008 220629s2019 ||||||||||||||||| ||eng d
020 $a 9781088365618
035 $a (MiAaPQ)AAI13895882
035 $a AAI13895882
040 $a MiAaPQ $c MiAaPQ
100 1 $a Fochesatto, Ana. $3 3548901
245 1 0 $a Yerba Mate: National Project to Emerging Superfood.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2019
300 $a 107 p.
500 $a Source: Masters Abstracts International, Volume: 81-05.
500 $a Advisor: Hunter, Gina.
502 $a Thesis (M.A.)--Illinois State University, 2019.
506 $a This item must not be sold to any third party vendors.
520 $a Yerba mate, Ilex paranguariensis, is a shrub commonly found in the Atlantic Forest of South America which covers part of northeast Argentina, eastern Paraguay, and southern Brazil. The dried leaves and stem of the tree are used to make an infusion, called mate, used first by indigenous Guarani people. Today, yerba mate is widely consumed in the Southern Cone region and is regarded as the national drink of Argentina, Paraguay, and Uruguay. I argue that yerba mate has entered the U.S. as a "superfood," marketed as a product with nutritional and symbolic medicinal values. In this thesis, I trace yerba mate's construction as a symbol of Argentine national identity which entailed both the exploitation of indigenous labor and erasure of the mate's indigenous roots. I show that this history continues to be relevant for understanding the meaning of yerba mate today in Argentina. I focus specifically on two successful yerba mate brands, Taragui and Titrayju. Drawing on a semiotic analysis of product packaging and a discourse analysis of contemporary media narratives on yerba mate, I situate these brands within a larger historical context. I then follow yerba mate transnationally with an analysis of its more recent marketing to U.S. consumers. I focus on the most popular yerba mate brand, Guayaki, that markets yerba mate as a superfood and as a socially and environmentally sustainable product to young consumers. Despite different yerba mate narratives across the Americas, as a national symbol and as a transnational superfood, very similar historical processes continue to undermine indigenous rights and identity in both its place of origin and in its new U.S. market.
590 $a School code: 0092.
650 4 $a Cultural anthropology. $3 2122764
650 4 $a Marketing. $3 536353
650 4 $a Sociology. $3 516174
650 4 $a Latin American studies. $3 2122903
650 4 $a Social research. $3 2122687
653 $a Health
653 $a Indigeneity
653 $a Nationalism
653 $a South America
653 $a Argentina
653 $a United States
653 $a Nutrition
653 $a Superfood
653 $a Yerba Mate
690 $a 0326
690 $a 0344
690 $a 0338
690 $a 0626
690 $a 0550
710 2 $a Illinois State University. $b Department of Sociology and Anthropology: Sociology. $3 3171344
773 0 $t Masters Abstracts International $g 81-05.
790 $a 0092
791 $a M.A.
792 $a 2019
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13895882