Personal stories connect with larger narratives to generate new identities.
The growing complexity of the social dynamics determining food choices makes the job of marketers and advertisers increasingly more difficult. ( ① )
In the past, mass production allowed for accessibility and affordability of products, as well as their wide distribution, and was accepted as a sign of progress. ( ② )
Nowadays it is increasingly replaced by the fragmentation of consumers among smaller and smaller segments that are supposed to reflect personal preferences. ( ③ )
Everybody feels different and special and expects products serving his or her inclinations. ( ④ )
In reality, these supposedly individual preferences end up overlapping with emerging, temporary, always changing, almost tribal formations solidifying around cultural sensibilities, social identifications, political sensibilities, and dietary and health concerns. ( ⑤ )
These consumer communities go beyond national boundaries, feeding on global and widely shared repositories of ideas, images, and practices. * fragmentation: 파편화 ** repository: 저장소