event preview
Starbucks' buzz addressed in history professor's lecture on Friday
0 Comment. Comment Now
Simon's lecture will explore what the cafe chain's smiling baristas, venti mocha Frappuccinos, overstuffed chairs, and Paul McCartney CDs tell us about America, and what our drink choices tell us about ourselves, our communities, our environment, and our everyday practice of politics on the branded consumer landscape of modern America.
Bryant Simon visited over 450 Starbucks stores in 10 countries during his 5 years of research. His book asks: Why did Starbucks take hold so quickly with consumers? What did it seem to provide over and above a decent cup of coffee? Why at the moment of Starbucks' profit-generating peak did the company lose its way, leaving observers baffled about how it might regain its customers and its cultural significance?
"Everything" probes the company's psychological, emotional, political and sociological power in order to discover how Starbucks' explosive success and rapid deflation exemplify American culture at this historical moment. Most important, the book shows that Starbucks speaks to a deeply felt American need for predictability and class standing, community and authenticity, revealing that Starbucks' appeal lies not in the product it sells but in the easily consumed identity it offers.
Jenn McKee is the entertainment digital journalist for AnnArbor.com. Reach her at jennmckee@annarbor.com or 734-623-2546, and follow her on Twitter @jennmckee.
Get the Ann Arbor RSS Feed
Your Voice