Abstract
The article is concerned with the consumption of food and its relation to the ideological reproduction of unequal social relations. To eat is to assimilate the world, and so food, diet and regime are essential categories for examining human identities and behaviours. Drawing on the work of Barthes, Bauman, Simmel and Bourdieu, amongst others, the article examines modern alimentary ideology and gourmet reason in the context of contemporary Argentina. It looks critically at the emergence of the business gourmet and the exacerbation of the gourmet discourse in the context of Argentina after the post-convertibility crisis; the ritual of the table, the fetishism of wine and the consumption of food as the consumption of images and signs that reinforce and reproduce the distinctions of class (consumption as the power of appreciation); and the reproducibility of food technology, focused on the process of the soya-ization of the Argentinean countryside.
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