| Document Type
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BL
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| Record Number
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964602
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| Doc. No
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b718972
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| Main Entry
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Adema, Pauline.
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| Title & Author
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Garlic capital of the world : : Gilroy, garlic, and the making of a festive foodscape /\ Pauline Adema.
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| Publication Statement
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Jackson :: University Press of Mississippi,, ©2009.
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| Page. NO
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1 online resource (xiii, 196 pages) :: illustrations, maps
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| ISBN
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1282485822
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: 1604733330
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: 6612485825
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: 9781282485822
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: 9781604733334
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: 9786612485824
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1604731206
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1604731214
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9781604731200
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9781604731217
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| Bibliographies/Indexes
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Includes bibliographical references (pages 173-190) and index.
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| Contents
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Making a foodscape : Gilroy and the iconization of garlic -- The festivalization of garlic : creating and celebrating community in Gilroy -- From foreign to fad : garlic's twentieth-century transition -- Garlic galore : festival inversion, subversion, and the enactment of labor relations -- Place branding and selling place : creating and marketing identity capital -- "This little piggy went to PigFest-- " : the paradox of PigFest -- Festive foodscapes : food symbolization and place making.
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| Abstract
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According to Pauline Adema, you smell Gilroy, California, before you see it. In Garlic Capital of the World, the folklorist and culinary anthropologist examines the role of food and festivals in creating a place brand or marketable identity. The author scrutinizes how Gilroy, California, successfully transformed a negative association with the pungent bulb into a highly successful tourism and marketing campaign. This book explores how local initiatives led to an iconization of the humble product in Gilroy. The city, a well-established agricultural center and bedroom community south of San Fra.
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| Subject
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Folk festivals-- California-- Gilroy.
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Food habits-- California-- Gilroy.
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Garlic-- Social aspects-- California-- Gilroy.
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Folk festivals.
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Food habits.
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Manners and customs.
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SOCIAL SCIENCE-- Customs Traditions.
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SOCIAL SCIENCE-- Folklore Mythology.
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| Subject
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Gilroy (Calif.), Social life and customs.
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| Subject
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California, Gilroy.
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| Dewey Classification
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394.1/20979473
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| LC Classification
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GT2853.U5A34 2009eb
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