Gastronomic Identity in the Context of Mcdonaldization vs Sushization of the World

Abstract

The proposed study shows that all social processes, including gastronomic culture, are considered in the context of identity. The deployment of post-globalization processes captures the fact that there is a dialectical interaction of the global and the local, where the global is localized, and the local acquires a global scale. For example, McDonald’s fast food restaurants not only operate in many countries around the world but also take into account local (national) traditions and customs (culture, religion), and their service system has become a methodology for many national food establishments around the world. Conversely, the local one acquires a global dimension of existence, such as sushi, pizza, pasta, borscht, and other dishes that have long gone beyond national cuisines. Thus, gastronomic culture forms a gastronomic identity, a national identity, which at the present stage of intercultural communication, is a “business card” of the nation, ethnic group, traditions and customs, which allows productive and interesting gastronomic tourism. It is thanks to it that acquaintance with gastronomic traditions, culture, and symbols, provides information exchange between people, eras and cultures.