Branded Cosmopolitanisms: ‘Global’ Coffee Brands and the Co-creation of ‘Cosmopolitan Cool’
Bibliographic record
Abstract
Engaging key issues in a growing sociological literature on the emergence of ordinary cosmopolitanisms in consumer culture, this paper traces a link between brands and cosmopolitanism. Focusing on the case of specialty coffee brands Starbucks and Second Cup, the paper draws on recent theoretical approaches to the brand, and substantial qualitative data from research conducted in Toronto, to outline how the brands frame and invoke a narrow form of cosmopolitanism as part of the brand experience. However, it is not assumed that such cosmopolitanism is straightforwardly taken up or reproduced by consumers. Rather, considering the interactive ways in which consumers engage with the brands, it is argued that a stylized ‘cosmopolitan cool’ is co-generated in the dynamic interplay. While elaborating the connection between cosmopolitanism and the brands, the paper will also consider the paradoxes, limits and tensions of such branded cosmopolitanism.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.002 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.004 | 0.026 |
| Scholarly communication | 0.008 | 0.006 |
| Open science | 0.000 | 0.005 |
| Research integrity | 0.001 | 0.002 |
| Insufficient payload (model declined to judge) | 0.004 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".