Abstract
Music, in addition to being listened to live on stage or from a record,
is a commercial tool used by people. It is known that music is used
by businesses under various occupational groups to increase
representation capability of their products, address a particular
audience, stimulate shopping or create an atmosphere. The purpose
of this study was to determine the genre(s) of music preferred by
boutique burger establishments, to research the purpose(s) for
preferring such music genres, and to identify whether there is a
music genre that represents boutique burger. During preliminary
studies conducted in line with this purpose, it was determined that
Caferağa Neighborhood of Kadıköy District in İstanbul province has
had improving social, cultural and gastronomic characteristics that
were maintained throughout the years, and boutique burger
establishments also gained prominence as social and gastronomic
spaces in the recent years. 8 boutique burger establishments,
which were shaped by the relationships between space, taste and
music, were identied in Caferağa Neighborhood, and a
gastromusicological study has been conducted with ethnographic
methods in line with the purpose in question. In this qualitative
study based on descriptive assessment, data was collected by
application of observation and interview techniques on 6 managers,
4 cook-managers, 10 cooks and 16 customers in a total of 8
businesses. The data on research problem was analyzed with
descriptive analysis and it was determined that boutique burger
was represented by various American popular music genres such
as Electronic (House, Electro House, Deep House, Techno), Funk,
Pop, Rock, Country, Jazz, Reggae, Rap, Chill-out, R&B and Hip-hop.
Keywords
References
- Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328–339. https://doi.org/10.1177/0092070394224002.
Abstract
Farklı meslek gruplarından işletmelerin ürünlerinin temsil
kabiliyetini arttırmak, belirli bir kesime hitap edebilmek, alışverişe
teşvik etmek veya atmosfer yaratmak için müziği kullandıkları
bilinmektedir. Bu araştırmada, butik burger işletmelerinin tercih
ettiği müzik türünün/türlerinin belirlenmesi ve ilgili müzik türlerinin
hangi amaçla(rla) tercih edildiğinin araştırılmasıyla butik burgeri
temsil eden bir müzik türü/türleri olup olmadığının belirlenmesi
amaçlanmıştır. İstanbul ili Kadıköy ilçesi Caferağa Mahallesi'nde
mekân, lezzet ve müzik arasındaki ilişkilerle oluşan 8 butik burger
işletmesi belirlenip ilgili amaç doğrultusunda etnograk yöntemli
gastromüzikolojik araştırma yapılmıştır. Betimsel düzende durum
tespitine dayalı bu nitel araştırmada, toplam 8 işletmede; 6
işletmeci, 4 aşçı-işletmeci, 10 aşçı ve 16 müşteriye gözlem ve
görüşme tekniği uygulanarak veriler toplanmıştır. Araştırma
problemine ilişkin veriler betimsel analiz tekniği ile analiz edilmiş ve
butik burgerin Elektronik (House, Elektro House, Deep House,
Techno), Funk, Pop, Rock, Country, Jazz, Reggae, Rap, Chill-out,
R&B ve Hip-hop gibi çeşitli Amerikan popüler müzik türleri
tarafından temsil edildiği belirlenmiştir.
Keywords
References
- Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328–339. https://doi.org/10.1177/0092070394224002.
Details
| Primary Language | Turkish |
|---|---|
| Subjects | Musicology and Ethnomusicology |
| Journal Section | Research Articles |
| Authors | |
| Publication Date | July 2, 2022 |
| Published in Issue | Year 2022 |