From the exotic to the everyday: The Avocado crossing borders via cyberspace

Abstract

With the globalization of food sales and consumption, exotic foods are now regularly crossing geographical and cultural borders and moving into local areas. This process is attracting ever-increasing attention from academics. Taking avocado consumption presented on Sina Weibo as an example, this research analyzes avocado related user-generated content on Sina Weibo over three years– 2013, 2015, and 2017– and employs topic modeling and semantic network methods to obtain the mechanism by which exotic food cross borders to appear in local consumers' daily food choices. Two specific links are explored: online information dissemination and offline daily consumption. The result indicates that a selective geographical narrative and framework for avocado information influence local consumers' choice of exotic foods according to three aspects: edibility, accessibility, and acceptability. For local consumers, the avocado is now connected with local objects and spaces, gradually transforming from a novelty to functional daily food and from low to high-frequency consumption to high-frequency consumption, escaping the marginal and penetrating into the core cultural context and completing the process of embedment into the everyday. This study refutes the assertion that “globalized diets bring about homogenized diets,” explores the mechanism of influence by which information dissemination in cyberspace affects cultural borders, complements the study of food consumption in Southern countries, and provides new thoughts on the theoretical and practical exploration of food globalization from the perspective of food geography.