Tell me if you - on Christmas supper - serve Turkey or Chester, and I will tell who you are.” Thoughts about identity, tradition, authenticity, trust and distinction.

Abstract

It may be said that commerce has a high sales volume index during Christmas season and this period is of intense consumption of all kinds of goods. It is also full of significance. This article analyses Christmas supper and its significance for thirty-six to forty-seven years old mid class women, using as research object the consumption of Chester and/or Turkey (noble birds). A comparative analysis of both kinds of birds is traced, in which the consumption is a reflection of cultural and economical globalization. Using an interdisciplinary point of view, it is explored the relation between the concepts of: identity, tradition, authenticity, trust and distinction; and the consumption behavior and imaginary universe of these women. The results of an empirical research made in December of 2007 and also data collected at supermarket establishments in Florianópolis are presented for such objective.