Psychosociology of Contemporary Food Consumptions

In the Article Toward a Psychosociology of Contemporary Food Consumption, Roland Barthes discusses the evolution of food in general, its purpose, and the feelings or emotions brought forth due to it.  He begins his argument with a comparison between American and French use of sugar.  He discusses how Americans put sugar in foods that the French don't even get sugar near, thus creating a vast difference in sugar consumption.  He goes on to say that consuming sugary substances goes beyond just consuming them, but "means to experience the day, periods of rest, traveling and leisure..."  In continuation of his argument, Barthes states that food is used as communication.  It brings forth different emotions and feelings which change depending on the situation.  He supplements these points with the comparison between brown and white bread, and the stigmas they hold; stating that brown bread is a sign of refinement in social terms.  This occurs in American society, but is absent in French society, where all bread is simply bread and a part of daily life.

Another key point in Barthes article that he vastly expands on is that of food creating moments and feelings and emotions that create reasons we consume it.  Food has a spirit that we each tap into and internalize.  This internalization is what feeds the advertisements that fuel our food buying trends.  Advertisers plant images that cause us to stick to certain brands and choose one type of cracker over another, even if they are seemingly identical.  Barthes demonstrates this relationship using cooking oil as an example.  Barthes finally explores the different events we eat food at, the kids of food we eat during them, and how that changes the feelings brought up while consuming these foods.  He discusses the coffee break and the evolution from coffee being stimulating to relaxing and a break.  He also expands on the snack bar and business lunch.  Barthes concludes in saying that food "will lose in substance and gain in function", meaning that food will no longer be a means of sustainability, but will serve a purpose in terms of location, feeling and activity.