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

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Tezin Türü: Yüksek Lisans

Tezin Yürütüldüğü Kurum: Orta Doğu Teknik Üniversitesi, Fen Edebiyat Fakültesi, Sosyoloji Bölümü, Türkiye

Tezin Onay Tarihi: 2018

Öğrenci: SILA AYÖZ

Danışman: BESİM CAN ZIRH

Özet:

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.