U.S. culture - milk drinking (product / practice / perspective)

Jean W. LeLoup, SUNY Cortland
 

Activity 1.  Identifying cultural icons & symbols
 
 

A familiar symbol from days past.

http://www.elsie.com
 

 
• What is the product?
• What is the practice?
• What are some related practices?

 


The milkman. Milk delivered to your door.

• What is the perspective?
• What does this represent in U.S. culture?
• healthy food
• good for children
• wholesome product -> wholesome person

Activity 2. A new perspective?
 
 

A familiar slogan from present times.

http://www.imaginthis.org
 
 

• Product?
• Practice?
• New perspective?

Spreading the wealth: Advertising one's own product

Cashing in on a good thing

Drinking milk is cool!

Activity 3.  Perspectives in other cultures

Some examples:

1. France

"Milk (lait) is regularly served only with coffee for breakfast and not with any other meal.  Ordering a glass of milk with a meal is not common."

http://www.travelswithfriends.com/Travel_Tips-Drinking_in_France.htm
 

Multiple perspectives:

• Milk is for breakfast, period.
• Milk with meals: too heavy. It is a food, not a drink.
• French meals are big and extended affairs, not just a sandwich and a "glass of milk." (M. Ponterio, 2005)

Dairy selection: cheeses and yogurts

• Health benefits? Different from those in the U.S. -> Yogurt, green vegetables, and seafood are good suppliers of calcium.

 

• Milk in the morning for adults: big tazón of heated milk
• Kids also do this and may throw in some Cola Cao (chocolate flavoring in Spain). (Weaver, 2005; Solana Lara, 2005)
• Milk w/cereal for merienda for kids in early evening (7 p.m.)

Milk at bedtime w/galletas María

3.  Mexico
 

• Milk drinking is for kids – for breakfast and merienda (7 p.m. – 9 p.m.)
• A few adults may take milk in their coffee in the morning.
• Adults never drink milk w/meals or out in restaurants, etc. (Martínez de la Vega Mansilla, 2005)
• Mexicans get their calcium from the corn tortillas that are ubiquitous in the cuisine.

 

4.  China

• Milk drinking in the villages is practically non-existent. (80% of the population lives in villages); no refrigeration, no cheese, no dairy products

Dairy products:  not considered important

• In cities:  glass of milk for breakfast – because it is perceived as healthy; no cereal for breakfast
• One would never order milk in a restaurant. (Fan, 2005)
• Not considered healthy to eat and drink at the same time
• In a restaurant, you get tea for free.
• Vegetables and grains,seafood: calcium intake comes from these

 

• “Like we see in the American movies?” (Quaglio, 2005)
• Café com leite in the morning:  1/3 coffee, 2/3 milk
• Some campaigns for drinking milk to be healthy, but not usual
• One would never order milk in a restaurant.