Ty Matejowsky - Böcker

Few contemporary societies remain beyond the global reach of today’s fast food industry. In both profound and subtle ways, this style of cuisine and the corporate brands that promote it have effectively transformed the appetites, health profiles, and consumer sensibilities of millions the world over. To better understand the variegated impact of McDonald’s and other national and international quick-service eateries on local life within a non-western urban context, Ty Matejowsky offers readers a highly engaging and granular account detailing the rise and popularity of these American-style chains throughout the Philippines. In Fast Food Globalization in the Provincial Philippines, Matejowsky examines the rich, diverse, and decidedly syncretic food traditions of the Philippines, one of the few global markets where industry giant McDonald’s lags behind in competition with an indigenous chain. Drawing on over twenty years of ethnographic fieldwork in two provincial Philippine cities—Dagupan City, Pangasinan and San Fernando City, La Union—Matejowsky has crafted one of the few anthropological accounts of fast food production and consumption within the socioeconomic milieu of a less-developed country. By turns critically engaged and highly reflexive, he examines many of the historical, political, economic, and sociocultural complexities that characterize the Philippines’ now thriving fast food scene. Amid intersections of post-colonial resistance, retail indigenization, corporatized childhood experiences, and rising “globesity,” Matejowsky considers the myriad ways this seemingly ubiquitous dining format is reimagined by industry players and everyday Filipinos to create something that is both intimately familiar and entirely new.

A critical meditation of the iconic 24-7 roadside chain and its place in the southern imaginary  Waffle House has long been touted as an icon of the American South. The restaurant’s consistent foregrounding as a resonant symbol of regional character proves relevant for understanding much about the people, events, and foodways shaping the sociopolitical contours of today’s Bible Belt. Whether approached as a comedic punchline on the Internet, television, and other popular media or elevated as a genuine touchstone of messy American modernity, Waffle House, its employees, and everyday clientele do much to transcend such one-dimensional characterizations, earning distinction in ways that regularly go unsung.Smothered and Covered: Waffle House and the Southern Imaginary is the first book to socioculturally assess the chain within the field of contemporary food studies. In this groundbreaking work, Ty Matejowsky argues that Waffle House’s often beleaguered public persona is informed by various complexities and contradictions. Critically unpacking the iconic eatery from a less reductive perspective offers readers a more realistic and nuanced portrait of Waffle House, shedding light on how it both reflects and influences a prevailing southern imaginary—an amorphous and sometimes conflicting collection of images, ideas, attitudes, practices, linguistic accents, histories, and fantasies that frames understandings about a vibrant if also paradoxical geographic region.Matejowsky discusses Waffle House’s roots in established southern foodways and traces the chain’s development from a lunch-counter restaurant that emerged across the South. He also considers Waffle House’s place in American and southern popular culture, highlighting its myriad depictions in music, television, film, fiction, stand-up comedy, and sports. Altogether, Matejowsky deftly and persuasively demonstrates how Waffle House serves as a microcosm of today’s South with all the accolades and criticisms this distinction entails.

RisquÉ Business is the first book to culturally address “breastaurants,” the American restaurant chains, particularly Hooters, that appeal mainly to a male demographic looking for pub fare served by young women in titillating uniforms. Following up the success of his Smothered and Covered: Waffle House and the Southern Imaginary, author Ty Matejowsky approaches the phenomenon from a number of angles to illuminate gender and political issues in these problematic dining spaces. Avoiding trivialization of or moralizing about what can be seen as easy targets, he reveals breastaurants as highly corporatized spaces of pervasive casual misogyny that animate the Red State/Blue State divide.

Risqué Business serves up the breastaurant industry, where food service, sex appeal, identity, and gender politics mix.Risqué Business explores the rise and ongoing cultural reckoning of "breastaurants": sports bar–style restaurants like Hooters and Twin Peaks, which have long relied on the sexualized presentation of female servers to attract a mostly straight, male clientele. Ty Matejowsky, professor of anthropology at the University of Central Florida, is uniquely positioned in America's foundational, breastaurant-saturated landscape. From this vantage, he offers a well-balanced account that draws on pop culture, media analysis, and contemporary gender politics. He delivers a smart, layered analysis of how breastaurants commodify youth and femininity, uphold retrograde masculinity, and serve as symbolic battlegrounds in today's highly charged political environments including America's deeply polarized Red State/Blue State divide.With case studies, cultural critique, and a critical lens on labor and sexuality, Matejowsky reveals how these restaurants are more than just risqué marketing gimmicks. They reflect deeper anxieties about gender, identity, and the uneasy fusion of sex and service in American consumer culture. Risqué Business is a high-spirited study of an industry that thrives at the intersection of appetite and identity.