Authenticity v/s Glocalization as Represented in the Digital Platforms: A Study on the Food Culture with Special Reference to Tripura

Abstract

Food habit articulates the local culture of a region. Tripura, a land-locked state of varied communities (the tribes and Bengalis of the soil) negotiates the countercultural exchange of cuisines. Traditional ethnic foods are markers of shared cultural values and identity. Preparation of traditional food involves the role of memory which involves passing down culinary skills, techniques, and ingredients from one generation to the next. The marketing industry and the restaurant culture have changed the taste of the consumers but again the ‘losses’ and the ‘need’ to preserve the traditional cuisines are archived in digital platforms. With the rise in YouTube food channels, Facebook pages, food delivery companies like Swiggy and Zomato; the local food met with the global consumer culture. On one hand, lost ethnic food habits are preserved by documenting the procedures of cooking traditional dishes. On the other, restaurants and bloggers are experimenting to prepare local food using global spices and techniques, resulting in a hybridized food identified by their hybridized name. This paper shall focus on how a new taste for food has developed in Tripura with the rise in digital participatory culture. The focus shall also be on the marketing signs and signifiers used in digital platforms to attract digital food readership. As e-readers, a survey of digital menu cards shall try to identify how the local food has evolved as glocalized cuisines.