Shopping for Meaning: Tracing the Ontologies of Food Consumption in Latvia

Researchers of different calibres from phenomenology to posthumanism and beyond have outlined the processuality of the body and the environment (Alaimo 2010; Gendlin 2017), stressing the importance of changing the ontological presuppositions of the body-environment bond (Schoeller and Duanetz 2018: 131), since the existing models facilitate the alienation and intangibility of the environment, thus, leading to reduced societal awareness of the importance of environmental issues (Neimanis, Åsberg, Hedrén 2015: 73–74). In this article, I argue that in questions relating to food, product-oriented ideologies dominate over process-oriented ethicality, in part, due to an embodied and lived ideology that can be best described via the concept of reactive nihilism and substance ontology. The article aims to demonstrate a necessity to rethink and recontextualize situated practices as alternatives to the prevalent ontogenealogies of the Global North. By problematizing the complimentary axis of reactive nihilism in food contexts and the genealogy of contemporary pop food “ethics”, I argue for a shift away from product-oriented ideologies and supplementation of the ontologies-we-live-by with situated alternative models. In the first part of the article, I use a genealogical approach, tracing the predominant meaning cluster encapsulated in Feuerbach’s famous expression “Man is what he eats” (Feuerbach 1846-1866, X: 5) in today’s contexts. To illustrate the leading discourses, I follow a Deleuzian understanding of the concept of “reactive nihilism” and contextualize food choices with the dominant understanding of the body in the Global North. With this discussion, I hope to provide context for the need to reconsider local ontologies as knowledge resources for the future. In the second part of the article, the framework present in the Global North is then complemented by a discussion of some local factors, to suggest ways in which global food philosophy and, particularly, lifestyle choices of food consumption could benefit from acknowledging the knowledge embedded in food consumption trends in Latvia.