Marketing the Authentic Taco

Fabricating Authenticity - Jason W.M. Ellsworth

Jason W.M. Ellsworth [+-]
Dalhousie University
Jason W. M. Ellsworth is a Research Fellow, doctoral candidate, and sessional Lecturer in the Sociology & Social Anthropology Department at Dalhousie University. His research focuses on the study of the Anthropology & Sociology of Religion, Buddhism in North America, Food & Food Movements, Theories of Value, Political Economy, Marketing, Transnationalism, and Orientalism.


In this chapter, Ellsworth discusses the wide array of food labels that pervade our food system today. Focusing on discourses of authenticity, he uses a case study of Mexican restaurants in a small province in Canada to show how authenticity is used in a competitive manner to legitimate businesses and cultural narratives. However, he also argues that there is a fetish for real and genuine experiences that drives demand for the authentic.

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Ellsworth, Jason W.M.. Marketing the Authentic Taco. Fabricating Authenticity. Equinox eBooks Publishing, United Kingdom. p. Aug 2024. ISBN 9781800501454. Date accessed: 21 Jul 2024 doi: 10.1558/equinox.40272. Aug 2024

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