Minerva Elements Records
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ItemProducing Melbourne’s farmers’ markets: local food, farming and 'feel-good' shopping( 2015)This thesis builds upon anthropological theories of modernity, production and consumption through ethnographic research, situated in the cosmopolitan city of Melbourne, the ‘foodie’ capital of post-industrial Australia. It examines how producers sold farming, good food and ‘feel-good’ shopping to their urban customers. Through storytelling about the hard yet idyllic farming way of life, producers also sold ’the good life’, based on aspirational urban constructions of a rural idyll, including attributes of honesty, simplicity, hard work and just reward.