Upload
others
View
4
Download
0
Embed Size (px)
Citation preview
Think53:FoodTalksDanJurafsky&YoshikoMatsumoto
TheMagicofFoodNamesandtheIdeophone
Tuesday,April18,2017
Pockymochi
/pokiʔ/
/pokin/
Taste“Ourexperienceoffoodsismediatedthroughalloursenses:theseincludeallthefamiliarsenses(pain,touch,sight,hearing,taste,andsmell)aswellastheperhapslessfamiliarsuchaschemesthesis.[…]oursensesofsightandtouchcansetupexpectaTonsoftheoverallflavoroffoodwhichcanbeveryhardtoignore.TryeaTngthesamefoodusingeitherhigh-qualitychinaplatesandsteelorsilvercutleryorpaperplatesandplasTccutlery;thefoodseemstotastebe[erwiththeperceivedqualityoftheutensils.Equally,thecoloroffoodcanaffectourpercepTonoftheflavor;tryeaTngasteakdyedblue!
However,amongallthesenses,themostsignificantforourappreciaTonoffoodremainthechemicalsenseswhichencompasstaste,smell,andchemesthesis.”Barham,P.,Skibsted,L.H.,Bredie,W.L.,BomFrøst,M.,Møller,P.,Risbo,J.,...&Mortensen,L.M.(2010).Moleculargastronomy:anewemergingscienTficdiscipline.Chemicalreviews,110(4),2313-2365.
Taste
• “Tasteisbothasensorypercep*onandanaesthe*cpreference.” (Strauss2005:1430)
• Tasteis“anincorporatedprincipleofclassificaTonwhichgovernsallformsofincorporaTon,choosingandmodifyingeverythingthatthebodyingestsanddigestsandassimilates,physiologicallyandpsychologically.’’(Bourdieu1984:190)
Taste
• Inherently“cultural,”inthatwhatisconsiderededible,issocio-culturallydetermined(Rememberthestoryofrabbits?)
• Necessarilyinvolvessomeelementofevalua8on,usuallypleasantorunpleasant
• Subjecttoawiderangeofindividualvaria8on
Backhouse,A.E.,1994.TheLexicalFieldofTaste:ASeman>cStudyofJapaneseTasteTerms.CambridgeUniversityPress,Cambridge.
TVAdver8sementsofFoodStrauss(2005)
• HowtastedescriptorsareusedinfoodcommercialsinJapan,KoreaandtheU.S.
• Howthedomainsoftasteandtac8lityarecombinedtoaestheTcizethefoodproductsineachcountryinordertorenderthemsensuouslyappealing.
DatasetStrauss(2005)
• Languageandfoodrelatedcommercialsfromthefirst100airedduringtheearlyeveningofa1996weeknightonthenaTonalchannelsfromYokohama,SeoulandLA(300commercialsintotal).
• Japanesecorpushadhighestnumberoffood-ads:Japan(42%),Korea(30%),U.S.(23%).
ANoteonResearchMethodologies
• QuanTtaTve• QualitaTve
• Experimental• ObservaTonal
9
‘Delicious’and‘goodtasTng’
• Oishiiおいしい‘delicious’appears33Tmesin15ofthe42commercialsinJapanese.
• Masissta맛있다‘delicious,(lit.)‘hasflavor’,appearsin6Koreancommercials.
• “Delicious”and“good”appearin4U.S.commercials.
Taste-textureinJapan
• So@nessinJapaneseadsassociatedwithbabies(eventhoughtheproductsarenotbabyfood).
• Sovnessassociatedwith“airinessandwispiness.”(p.1442)
• “Emphasisonthevisualaspectofthefooditems,i.e.,onhowtheyappearaestheTcally,ratherthanonhowtheproductsactuallyfeelinsidethemouthastheyarebeingconsumed.”(p.1440)
Taste-textureintheU.S.
• Emphasisonthe‘so@ness’offooditems(p.1442).
• Descriptorsinclude:creamy,rich,so1,tender,ooey,gooey
**“NoadjecTvesuchasEnglish‘creamy’represenTngtextureexistsinJapaneseorKorean.”(p.1444)
???
Taste-textureintheU.S.
• Emphasisonthe‘so@ness’offooditems(p.1442).
• Descriptorsinclude:creamy,rich,so1,tender,ooey,gooey
**“NoadjecTvesuchasEnglish‘creamy’represenTngtextureexistsinJapaneseorKorean.”(p.1444)
torotoro-shita,torokeru,maroyakana,kuri:mi:na
Taste-textureintheU.S.
• SovnessintheU.S.isthatofafullnessoftextureratherthantheairinessandwispinessoftheJapaneseads.
• Spreadability–“thickyetpliantastheyaremanipulatedwithutensilsorfingers.”(p.1443)
• Lexicalsynesthesiacombiningtasteandtouch:‘Ittastesricher,muchcreamier.’(p.1443)
Taste-textureintheU.S.
• TheevocaTonof‘sovness,’bothvisuallyandlinguisTcallytendstowardassociaTonswithadultsensuality.
• IntheU.S.,“adjecTves‘indulgent,’‘irresisTble,’andeven‘completelydecadent’connoteanaspectofnega8velymoralevalua8onassociatedwiththeproduct,butusedinaquasi-seduc8veway.”(p.1446)
• SensualhedonismintheU.S.vspurityandinnocenceinJapan.(p.1446)
@
$
h[ps://www.youtube.com/watch?v=CExINHPCgjk
h[ps://www.youtube.com/watch?v=oG_9oxSo-Ks
Taste-textureinKorea
• AllusionstoothersensaTonssuchastemperature,moistureandpain.
• Useideophones:• pasakpasakhata바삭바삭하다 ‘crunchy’,• sayngsaynghata싱싱하다 ‘fresh’
• Ideophonesare“descrip8veexpressions,usuallyinvolvingsomelevelofreduplicaTon,inwhichsounds,texture,andimpressionsarephonologicallyrecreatedintheactualpronunciaTonofthewords.”
Taste-textureinKoreausesofideophones
• Koreancommercialsdonotunderscoresovness,butemphasizewhatishardands8mula8ng– pasakpasakhata ‘crunchy’– wulthungpwulthunghata ‘solidandbumpy’울퉁불퉁하다 – ccalishata짜릿하다 ‘sTnging,sTmulaTng’
• NoexpressionstocapturethenoTonof‘creaminess’and‘richness’used
Taste-textureinKoreausesofideophones
• Temperature– siwenhata시원하다 ‘cool,refreshing’– Ssaahata싸하다 ‘cool,refreshing’
• Moisture– chokchokhata촉촉하다 ‘moist,damp,dewy’
• ScinTllaTngsensaTonofthetongue– thokssota톡쏘다 ‘sTnging’– elelhata얼얼하다 ‘spicytotheextentthatone’snervesarenumbed’
TasteandTextureDescripTonsonPackages-Japanese
• ExpressionsofsensaTonsfeltinsidethemouthincludingideophonesarefrequentlyusedinsnackpackages
RoundandrichsweetpotatochocolateWe’vegentlycoveredtheinside-layerofwhippedchocolatewithsweetpotatochocolatethatso@lytouchesyourmouth.WhippedsweetpotatochocolateWehaditembracetheair,carefullyworkeditinandperfecteditintochocolatethatsmoothlymeltsinyourmouth.GentlycrispycookieWehavebakedacookierichinflavor,usingeggsandcondensedmilk.Althoughitcontains75%chocolatepersTck,thetastelingeringinyourmouthisarefreshing,newtypeofdelicious.
PockyinKorea • RealchocolateandacrunchysTck• AchocolatesTckthat'swellbalanced
• ThesecretofdeliciousPocky
• Weroastcarefullyselectedcacaobeans• Bymeansofatechniquethatonly
Pockyhas• Thenatural[asininnate]strong[asin
deepordark]flavorofchocolateand• Thecrispycrispymouthfeel/
texture*[fromthenextline]ofbakingperfectlyintheoven
• ThisisthelivingchocosTck
[PhotoandtranslaTon-CourtesyofJudyKroo]
PreferredTaste-texturedescrip8onsinJapan,KoreaandtheU.S.
• Japan sov,delicious• Korea hard,sTmulaTng• U.S. sov,creamy
WhileyoureadStrauss:
IdenTfyyourfavoritefoodorfavoredfoodinyourculture,anddescribethesensaTonyoufeelwhenyoueatit.IsyourdescripTonsimilartothoseusedintheAmericanTVadverTsementsgivenbyStrauss?
Oinoglossiaor“WineTalk”andindexicalorder
Silverstein,M.(2003)IndexicalorderandthedialecTcsofsociolinguisTclife.Language&Communica>on23:193–229
“‘Indexicalorder’istheconceptnecessarytoshowingushowtorelatethemicro-socialtothemacro-socialframesofanalysisofanysociolinguisTcphenomenon.”
Oinoglossiaor“WineTalk”andindexicalorder
“NotwithstandingtheexistenceofstandardEnglishasanentrenchedinsTtuTonalfactofsociolinguisTchegemony,suchregistersas‘‘winetalk,’’whichIhavedubbedoinoglossia,showthemechanismsoflife-styleemblema8za8on(conven8on-dependentindexicaliconicity)atworkviatheprocessesofhigher-orderindexicality.Withinthecomplexpa[ernofclassandotherkindsofstraTficaTon,wine,aperduringlyconstantpresTgecomesTble,hasbeenaggressivelymarketedtowhatissomeTmescalled‘‘yuppiedom’’or‘‘theyuppoisie’’(viewedthroughage,income,profession,etc.)andhasseizedtheimaginaTonofawidesectorialswatchofpeopleconcernedwithoranxiousaboutmobility.AsacomesTble,thisaestheTcobject,wine,is,ofcourse,consumedintheaestheTcexperience;butitsconsump8onistheculmina8ngmomentofcoopera8veperformanceart,tobesure,inwhich‘‘educatedconnoisseurship’’canbemanifestedwhiledoingawaywiththear8factofperceptualencounter.”
Second-orderindexicalityWilliamHamilton,TheNewYorker,May4,1992.
Oinoglossiaor“WineTalk”andindexicalorder
Professionalwine-tasTngnotes(M.Broadbent),lexicallyanalyzed.(FromFig.15ofSilverstein2003)
Oinoglossiaor“WineTalk”andindexicalorder
“Whenwelookathowtheoenoglossiclexicalregisterisemployedinprofessionaldiscourse,wefindthatthetasTngnotedoes,indeed,haveatextualform,inwhichthephraseologicaloccurrencesofalldescriptorspresupposetheorderlinessofthetasTngencounter.Thetas8ngnoteisadiscoursegenre,inotherwords,relaTvetotheorganizaTonofwhich,amongthosewhocontroltheregister,paradigmaTcsetsofpossibletermscanappearinareportfollowingthephasedtasTngencounterofFig.14.Whatwehave,inotherwords,is[Putnamian(1975)sociolinguisTc]wordsandexpressionspairedwiththeirspecialculturalconcepts(Putnam’s‘stereotypes’)aboutwineasacomplexaesthe8ccomes8ble.ThisisatechnicalvocabularyofconnoisseurshipmanifestedinuseonlyasthewordsandexpressionsformpartofdenotaTonal(andeveninteracTonal)textproperlycohesiveandthencecoherent.”
Oinoglossiaor“WineTalk”andindexicalorder
“Ofcourse,popular,sociolinguis8callyuninformedbelieffocusesmerelyonthelexical,asthoughthiswerenotamaVerofthesensesofthesewordsandexpressionsemergingfrompragma8cbap8sminagenre-specificregister.[…]Butfurther,thedescrip8onsofthewinealongevalua8vedimensionsoffigura8vedis8nc8onindexSpeaker’sBourdivine(1984)‘dis8nc8on’.SothebasisforusingthesefiguraTonsauthoritaTvelyisthefactthat,inessence,‘‘ittakesonetoknowone,’’thatthereis,inotherwords,aconsubstanTalityofinhabited/figuratedessencebetweentheintenTonalitydoingtheevaluaTonandtheobjectoftheevaluaTon.”
MeliaRobinsonBusinessInsiderJune14,2015
Orderup!Themeltedbu[erandstrawberryjamranoverthesides,anditwasbeauTful.Atfirst,Iwassurprisedbyhowdifficultitwastocutthecrustwithabu[erknife.Bakerwasn'tkiddingwhenhesaidhelikestheendsburnt.ButthecrispnessaddedacontrasTngtexturetothespongy,sTllwarmcenter,makingforaperfectcombinaTon.
LeaveittoSanFranciscotodisruptthefoundaTonofawell-balancedbreakfast.Toastisbeginningtogothewayofchocolate,cheese,andcoffee—"ar8sanal."
TheMill'sinch-and-a-half-thickslabsofdoughygoodnessaretoastedonhighandservedwithlocallysourcedbu[ersandjams.
$4Toast
OvernightOats
Ideophones
Ideophones
• IdeophoneAvividrepresenta>onofanideainsound.Aword,oOenonomatopoeic,whichdescribesapredicate,qualifica>veoradverbinrespecttomanner,colour,sound,smell,ac>on,stateorintensity.
[C.M.Doke,BantuLinguisTcTerminology,1935,p.118]
Ideophones(sound-symbolic/synesthe8cexpressions)• Phonomimes
– “voicemimickingwords”(擬声語giseigo)e.g.wan-wan– “soundmimickingwords”(擬音語giongo)e.g.gata-gata
• Phenomimes(擬態語 giseigo)– wordsthatdepictstates,condiTons,ormannersoftheexternalworld(non-auditorysenses),e.g.kossori‘stealthily’.
• Psychomimes(擬情語gijōgo)– wordsthatsymbolizementalcondiTonsorsensaTons,e.g.ira-iranervously
[Shibatani1990,Iwasaki2006]
UriFriedmanNov27,2015TheAtlan>c.IllustraTonbyJamesChapman
HowtoSnoreandClapinSixLanguages
UriFriedman.Nov27,2015.TheAtlan>c.IllustraTonbyJamesChapman
GuessingtheMeaning• nurunuru–dryorslimy?• pikapika–brightordark?• wakuwaku–excitedorbored?• iraira–happyorangry?• guzuguzu–movingquicklyormovingslowly?• kurukuru–spinningaroundormovingupanddown?• kosokoso–walkingquietlyorwalkingloudly?• gochagocha–Tdyormessy?• garagara–crowdedorempty?• tsurutsuru–smoothorrough?[ByGwilymLockwood]
Answers• nurunuru–slimy• pikapika–bright• wakuwaku–excited• iraira–angry• guzuguzu–movingslowly• kurukuru–spinningaround• kosokoso–walkingquietly• gochagocha–messy• garagara–empty• tsurutsuru–smooth
[ByGwilymLockwood]
TheMagicofFoodNames
JapaneseNewYear’sFoodandHomonyms
• kuromame(黒豆) ‘blackbeans’mameni-hataraku‘workdiligently’.• kazunoko(数の子)‘herringroe’‘(lit.)manychildren’
JapaneseNewYear’sFoodandHomonyms
• kurikinton(栗きんとん), ‘chestnuttreasure(s)’[stewedchestnutswithsugararealsobrightyellowgold,connoTngwealth.]
JapaneseNewYear’sFoodandHomonyms
• tai(鯛),‘redseabream’Ø medetai(めでたい)‘congratulatory’.
JapaneseNewYear’sFoodandHomonyms
• Kobumaki(昆布巻き)‘kelprolls’yorokobu(喜ぶ)‘behappy’• daidai(ダイダイ),‘Japanesebi[erorange’Ø daidai(代々)‘manygeneraTons’
WordMagicS8llLives!
• KitKatキットカット /ki[oka[o/
Ki<oka<o(ki<okatsu)surely(you’ll)win“Youwillsurelywin!”
WordMagicSTllLives!
VariousTastes
Summary
• Humanbehavior,includinguseoflanguageandfoodconsumpTon,closelyreflectssocialandcultural(beliefsystem)backgroundoftheagents.
• Valuejudgmentsaresocio-culturallymediated.