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University of Florida Thesis Or Dissertation DEPENDENT OR INDEPENDENT: EXPLORING THE CULTURE OF LOCAL COFFEE SHOPS IN CHINA By HUI ZHI A THESIS PRESENTED TO THE GRADUATE SCHOOL OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS IN MASS COMMUNICATION UNIVERSITY OF FLORIDA 2017 ©2017 Hui Zhi To my loving parents who support me to pursue my further education ACKNOWLEDGMENTS I would like to thank my Advisor Dr. Chen for her encouragement. I am proud to be her first master’s student. I also would like to thank Dr. Tucker and Dr. Roberts for the suggestions and help they offered me. I am especially grateful for having Dr. Tucker in my committee. Her passion and dedication about coffee has inspired me to start this journey. 4 TABLE OF CONTENTS page ACKNOWLEDGMENTS ...............................................................................................................4 LIST OF TABLES ...........................................................................................................................7 LIST OF FIGURES .........................................................................................................................8 ABSTRACT .....................................................................................................................................9 CHAPTER 1 INTRODUCTION ..................................................................................................................11 2 LITERATURE REVIEW .......................................................................................................15 Globalization and Hegemonic/Homogeneous Power .............................................................15 The Circuit of Culture and Cultural Meaning Transfer ..........................................................17 Circuit of Culture .............................................................................................................17 Cultural Meaning Transfer ..............................................................................................20 The Chinese Middle Class and Consumer Culture .................................................................23 The Emerging Middle Class ............................................................................................23 Consumer Culture and Consumer Values in China .........................................................26 Bourdieu and the Taste of the Rising Middle Class in China .................................................30 On Coffee and Coffeehouses ..................................................................................................31 Coffee Production in China .............................................................................................31 Coffee Consumption in China .........................................................................................32 Globalization and Coffee in China ..................................................................................32 Starbucks® in China ........................................................................................................33 Coffeehouse Culture ........................................................................................................34 Coffeehouses and the Third Space ..................................................................................36 Coffeeshop Owners as Cultural Intermediaries ...............................................................38 3 METHODOLOGY .................................................................................................................40 4 FINDINGS ..............................................................................................................................44 Themes ....................................................................................................................................46 Lifestyle ...........................................................................................................................46 Communication ...............................................................................................................48 Professional .....................................................................................................................51 Personalization ................................................................................................................53 Dilemmas ................................................................................................................................55 Coffee Aficionado vs. Lay People ...................................................................................55 Price vs. Cost ...................................................................................................................57 Quality of Ambience vs. Sentiment of Ambience ...........................................................61 5 Coffee Only vs. Coffee +.................................................................................................69 Starbucks®, A Double-edged Sword ...............................................................................73 5 DISCUSSION .........................................................................................................................78 Future Applications and the Limitations of the Study ............................................................86 APPENDIX A THE MOST IDENTIFIED DESCRIPTIONS OF CARD-SORTING ...................................89 B CARD-SORTING RESULT ..................................................................................................91 REFERENCES ..............................................................................................................................94 BIOGRAPHICAL SKETCH .......................................................................................................102 6 LIST OF TABLES Table page 2-1 Summary of the interview respondents and their coffee shops .........................................45 B-1 The identified reasons of owning a coffee shop ................................................................91 B-2 The identified descriptions of coffee .................................................................................92 B-3 The identified descriptions of the respondents’ own café .................................................93 7 LIST OF FIGURES Figure page 2-1 The circuit of culture (from du Gay, Hall, Janes, Mackay, & Negus, 1997) .....................18 2-2 Movement of Meaning (McCracken,1986) .......................................................................21 4-1 Photo of R4’s café ..............................................................................................................50 4-2 Photo of the interior of “Friends” themed café ..................................................................54 4-3 Photo of R12’s café ............................................................................................................63 4-4 Photo of the interior of R20’s café .....................................................................................64 4-5 Photo of the interior of R9’s café .......................................................................................67 4-6 Photo of a corner of the garden of R9’s café .....................................................................68 4-7 Photo of a corner of the garden of R8’s café .....................................................................70 A-1 The most salient identified features of participants' shops ................................................89 A-2 The most salient identified feature of coffee .....................................................................90 A-3 The most identified purpose of owning a coffee shop .......................................................90 8 Abstract of Thesis Presented to the Graduate School of the University of Florida in Partial Fulfillment of the Requirements for the Degree of Master of Arts in Mass Communication DEPENDENT OR INDEPENDENT: EXPLORING THE CULTURE OF LOCAL COFFEE SHOPS IN CHINA By Hui Zhi May 2017 Chair: Huan Chen Major: Mass Communication In spite of the short history of coffee in China, Chinese coffee market has been expanding and gradually becoming an important oversea market for coffee transitional corporations since the 1980s. Meanwhile, the number of independent coffee shops owned by individuals in China is inflating in response to the increasing demand for high quality coffee. The popularity of independent coffee shops reflects a struggle between local and global cultures. Although previous studies about the independent coffee shops in other Asian countries and areas, such as Japan and Taiwan, are abundant, no study has yet addressed independent coffee shops in China. This study helps to fill the gap in the existing literature by exploring the Chinese domestic coffee market. The study was conducted on the owners/managers of independent coffee shops in Beijing, China. Findings reveal the dilemmas faced by the shop owners and how their values reflected through managing coffee shops. In-depth interviews, card sorting and observations were used to collect data. 20 owners of different independent coffee shops participated the interview. As the result, four general themes emerged towards the relationship between the values of shop owners and their business operation: (1) lifestyle, (2) communication, (3) professional, and (4) personalization. Five dilemmas were generated regarding the challenging 9 factors
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