Materializing and Valorizing Cultural Capital: an Investigation of the “Cafe-Scape” of a Gentrifying Neighbourhood

Yesim Ozalp, York University, Canada
This study will provide a deeper understanding of reconversion strategies (Bourdieu [1979] 1984) by using an ethnographic account of the retailscape of a gentrifying neighbourhood in Toronto. My analysis provides four different spaces (hybrid, simple, retro and traditional), which embody different strategies of materialization and valorization of cultural capital.
[ to cite ]:
Yesim Ozalp (2011) ,"Materializing and Valorizing Cultural Capital: an Investigation of the “Cafe-Scape” of a Gentrifying Neighbourhood", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.