Corporate Package Food in Slums: Market and Meanings in the Filipino Sari-Sari Stores

抄録

This paper has a twofold purpose. First, to argue that a combined research on the market and meaning spheres Illouz (2009) clarifies the modus operandi of large processed food corporations in slums. In the market sphere occurs the trade of commodities expecting a physical or objective consumption; in the meaning sphere, the subjective experiences of retailers and consumers can be expressed in symbols, referents, codes, identities, emotions, etc. Second, to show the results of a quantitative research of Filipino Sari-Sari stores’ meanings about corporate packaged food (CPF); four categories of meaning were found: sales-related, business facilitation, favorable attributes, and unfavorable attributes of CPF. The findings can be further compared by scholars or professionals studying CPF or intervening in slums.