Fast Food Culture in Norway

Article Review:

“Lovin’ it? A Study of Youth and the Culture of Fast Food” 

Article by Annechen Bahr Bugge of the National Institute for Consumer Research (SIFO)

Annechen Bahr Bugge, a Norweigian sociologist, researches in the realm of food and eating habits, and more recently pertaining to teenagers. “Lovin’ it? A Study of Youth and the Culture of Fast Food” is a 2011 paper, based upon research by Bugge, exploring how youth in Norway interpret their foodscapes, in specific relation to fast food. To paraphrase Bugge, her main goal of this research was:

To explore teenagers’ representations and practices with regard to fast food. The intention of this article is to show that youth food culture is not as one-sidedly negative as is often claimed in the food-cultural debate. A look at fast food being used to show how young people interact and relate to the dominant food-cultural codes and values. (Bugge 2011: 71-2)

Theoretically, Bugge uses Miles’ 2000 sociological study of British youths’ lifestyles. Miles was greatly focused on how the youth perceive themselves, by their experiences and values. She uses this theoretical inspiration to focus on how youth interact with and are influenced by fast food culture in relation to their adult counterparts’ relationships with fast food culture. 

Bugge also briefly discusses the current ‘war’ on fast food, particularly through various forms of media, such as books, television and magazines. This ‘war’ has become ever present throughout the western world, and Norway is no exception. Much of the media attention is not only guided towards adults, but to youth as well, in youth magazines especially. Included in her methods section, Bugge made sure to remain aware of the media influence, by collecting various artifacts, such as magazine articles, blog posts, debates, etc. throughout the duration of her research.

Along with artifact collection, Bugge utilized numerous other ethnographic methods in her research. These included forty in depth interviews with teenagers (of both genders) between the ages of 15-16; non-participatory observations of the lunchtime cafeterias and within classrooms; photographic analysis of food and eating situations; and finally, quantitative survey data analysis. By utilizing these methods, Bugge was able to gain two ‘umbrella’ findings, each of which has supportive sub

findings,

1. Young people’s talk about fast food; and
2. Fast food and young people’s identity work

What interested me most about Bugge’s findings is constant theme of gender. In Norway, Bugge asserts, one of the main contributors to the ‘fear’ of becoming overweight is attention, or lack thereof, from the opposite gender (however, intent to attract he same sex is most likely present as well, but Bugge does not discuss this). According to her informants, body shape and looks were frequently cited as main proponents of the desire to stay slim. Many of the comments made by the young people interviewed, solidified Bugge’s idea that slimness is related to becoming the ideal of attraction and desire.

Within this gender dichotomy, Bugge explored the idea of ‘gendered foods,’ how some foods were seen as ‘boy foods,’ and others seen as ‘girl foods.’ Girls tended to over think their foodscapes, in regulating the amount and types of food they consumed, while boys were more relaxed in their eating habits, typically citing that they do more physical activity.

Bugge continues to cite more examples of differing Norwegian youth foodscapes, including food in differing socioeconomic groups and food for rebellious youth. I think this analysis could have been enhanced by focusing on one finding, such as the gender dichotomy, and expanding the analysis; however, I do see the connection in these three sections of gender dichotomies, socioeconomic differences, and social differences, in order to gain a more overarching perspective on how Norwegian youth interact and interpret their relation to fast food.

Although youth in Norway seem to be resistant towards fast food culture, they still participate in this culture, even if one rare occasions. Bugge concludes that Norwegian youth, although partaking in fast food culture, see this participation as an activity of ‘others’ in contrast to themselves. She also calls for more studies on youth and fast food culture relations, which I full heartedly agree with. This study is a great starting point for any anthropologist interested in researching fast food culture, not only in western society, but potentially in non-western society, since globalization is ever present in the modern day. 

-Holly

Bugge, Annechen Bahr. "Lovin' it? A study of youth and the culture of fast food." Food, Culture & Society. Vol. 14, No. 1: 71-89. 2011.