Coffee is the new wine : an ethnographic study of third wave coffee in Ankara


Thesis Type: Postgraduate

Institution Of The Thesis: Orta Doğu Teknik Üniversitesi, Faculty of Arts and Sciences, Department of Sociology, Turkey

Approval Date: 2018

Student: SILA AYÖZ

Supervisor: BESİM CAN ZIRH

Abstract:

Based on ethnographic research of six months in Ankara, this study investigates the institutional logics operating in the field of third wave coffee. Through employing institutional theory and the field theory of Bourdieu, the study identifies different socially constructed logics that have guided and provided meaning for the actions of marketplace actors. While the study provide a glimpse of third wave coffee market formation in Turkey, it also introduces marketplace logics as well as their interaction among them and how they change over time with the emergence of new marketplace actors. Therefore, this study claims that the field of third wave coffee which was initially guided by the logics of artisanry, anti-corporatism and social entrepreneurship, is now dominated by the logic of commerce with the efforts of entrepreneurs.