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张晓—— 廊坊师范学院九期信息技术提高班

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美国人为何每天必须喝咖啡  

2015-05-26 20:04:35|  分类: 默认分类 |  标签: |举报 |字号 订阅

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      Europeans on average drink more coffee than Americans,but its cultural importance and meaning to society lags far behind that of America.With a Starbucks on almost every street corner and chains such as Dunkin' Donuts now selling their coffee grounds in supermarkets,it is hard for any American to avoid the craze.The common phrase,"wanna grab a cup of coffee?“ is a go-to pickup line embedded in American culture that represents the transformation of coffee from just a morning pick-me-up to social interaction.
     In additon ,society "normalizes" behavious associated with coffee through "ritualized inebriation". Alclhol consumption is very much part of the experience because the community sees everyone doing it,so they  believe that specific behavious is expected.By drinking coffee as a means of performing tasks in the workplace,individuals believe they are achieving potimal level of productivity .It is a crutch to  get through the day even if it is not actually doing anything for the body.Much like the placebo effect,there  is a sense that carrying coffee means that person is productive even if they are not actually working .Coffee then becomes a status symbol.
    From the 1990's through the 2000's, a new Starbucks location opended every weekday,conquering every street corner across the globe.Fast-forward to today and coffee is now the second most tradee commodity in the US with 400 million cups consumed daily.
    虽然欧洲平均咖啡饮用量超过了美国,但是其咖啡文化的重要性及对社会的意义远远落后于美国。几乎每个街角都会有一家星巴克,邓肯甜甜圈的连锁店也在各大超市售卖咖啡,美国人几乎难逃对咖啡的狂热。常见的短语:”要来一杯咖啡吗?“是已经深入美国文化里的搭讪语,这也说明咖啡已不再是早上提神的饮品,而是一种社交手段。
   此外,社会通过”仪式化的麻醉“,让与咖啡相关的行为变得”正常“。酒精消费就是这个道理,因为当整个社会看到每个人都在饮酒的时候,他们就会觉得这个具体的行为是受瞩目的。在工作场合,通过喝咖啡这种方式来完成任务,人们会觉得自己已达到的生产力最佳状态。即使一天并不做什么,咖啡也会是度过一天的支柱。这点像安慰剂效应,人们会觉得拿着一杯咖啡意味着这个人很高校,即使他们其实并没有工作。咖啡变成了一种身份的象征。
   从19世纪20年代到20世纪初,每个工作日都会有一家新的星巴克开张,征服了全球的每个角落。快速发展,直至今日,咖啡在美国是消费量第二的上市产品,每天消费量是4亿杯。
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