BUTİK BURGERİN MÜZİĞİ ÜZERİNE BİR GASTROMÜZİKOLOJİ ARAŞTIRMASI

Öz

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 etnograk 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.

Anahtar Kelimeler

• Butik Burger
• Müzik
• Gastromüzikoloji

A GASTROMUSICOLOGY RESEARCH ON MUSIC OF BOUTIQUE BURGER

Öz

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 identied 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.

Anahtar Kelimeler

• Boutique Burger
• Gastromusicology
• Music
• Gastronomy

Kaynakça

1. 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.