Communicating_VVG from_PRP a_AT0 distance_NN1 
The_AT0 rise_NN1 of_PRF omnivorizing_AJ0 consumer_NN1 preferences_NN2 (_PUL Hirsch_NP0 2011_CRD ;_PUN Johnston_NP0 and_CJC Baumann_NP0 2007_CRD )_PUR —_PUN in_PRP combination_NN1 with_PRP new_AJ0 critiques_NN2 and_CJC anxieties_NN2 relating_VVG to_PRP the_AT0 industrialization_NN1 of_PRF food_NN1 production_NN1 and_CJC the_AT0 resulting_AJ0 health_NN1 and_CJC environmental_AJ0 impacts_NN2 —_PUN has_VHZ transformed_VVN both_DT0 discourses_NN2 and_CJC practices_NN2 of_PRF culinary_AJ0 cultural_AJ0 consumption_NN1 (_PUL Jackson_NP0 2010_CRD ;_PUN Szasz_NP0 2009_CRD )_PUR ._SENT Mistrust_NN1 of_PRF standardized_AJ0 foods_NN2 produced_VVN by_PRP industrial_AJ0 agriculture_NN1 has_VHZ added_VVN salience_NN1 to_PRP transparency_NN1 in_PRP agricultural_AJ0 production_NN1 practices_NN2 (_PUL Bowen_NP0 2011_CRD )_PUR and_CJC quality_NN1 has_VHZ come_VVN to_TO0 be_VBI seen_VVN as_CJS intrinsically_AV0 linked_VVN to_PRP issues_NN2 of_PRF origination_NN1 and_CJC production_NN1 (_PUL Murdoch_NP0 et_NP0 al._NN1 2000_CRD )_PUR ._SENT At_PRP farmers_NN2 '_POS markets_NN2 ,_PUN as_CJS a_AT0 result_NN1 ,_PUN producers_NN2 tell_VVB stories_NN2 of_PRF localness_NN1 ,_PUN authenticity_NN1 ,_PUN and_CJC value_NN1 by_PRP communicating_VVG with_PRP consumers_NN2 about_PRP their_DPS particular_AJ0 nonindustrial_AJ0 production_NN1 conditions_NN2 (_PUL Ocejo_NP0 2014_CRD ;_PUN Winter_NN1 2003_CRD )_PUR ._SENT 
It_PNP is_VBZ not_XX0 possible_AJ0 ,_PUN however_AV0 ,_PUN for_PRP all_DT0 food_NN1 producers_NN2 to_TO0 sell_VVI directly_AV0 to_PRP consumers_NN2 at_PRP local_AJ0 markets_NN2 ._SENT Even_AV0 if_CJS producers_NN2 genuinely_AV0 enjoy_VVB or_CJC appreciate_VVB the_AT0 interactions_NN2 and_CJC opportunities_NN2 such_DT0 spaces_NN2 facilitate_VVB ,_PUN some_DT0 food_NN1 products_NN2 are_VBB impossible_AJ0 to_TO0 both_AV0 grow_VVI and_CJC sell_VVI locally_AV0 :_PUN tropical_AJ0 commodities_NN2 like_PRP cacao_NN1 and_CJC coconut_NN1 sugar_NN1 ,_PUN for_PRP example_NN1 ,_PUN require_VVB environmental_AJ0 conditions_NN2 that_CJT ,_PUN largely_AV0 ,_PUN do_VDB not_XX0 exist_VVI anywhere_AV0 in_PRP the_AT0 US_NP0 ._SENT Yet_AV0 the_AT0 producers_NN2 of_PRF tropical_AJ0 commodities_NN2 want_VVB to_TO0 reach_VVI US_NP0 consumers_NN2 ,_PUN many_DT0 of_PRF whom_PNQ —_PUN especially_AV0 consumers_NN2 of_PRF specialty_NN1 foods_NN2 —_PUN prefer_VVB to_TO0 have_VHI these_DT0 kinds_NN2 of_PRF interactions_NN2 with_PRP the_AT0 producers_NN2 of_PRF their_DPS food_NN1 ._SENT Fortunately_AV0 for_PRP such_DT0 producers_NN2 ,_PUN their_DPS inability_NN1 to_TO0 interact_VVI directly_AV0 with_PRP far_AV0 flung_AJ0 consumers_NN2 can_VM0 be_VBI compensated_VVN for_PRP through_PRP "_PUQ '_PUQ face-to-shelf_AJ0 '_PUQ interaction_NN1 "_PUQ (_PUL Cochoy_NP0 2007_CRD ,_PUN p._NN0 116_CRD )_PUR in_PRP the_AT0 store_NN1 ._SENT As_CJS Marsden_NP0 et_NP0 al._NP0 (_PUL 2000_CRD )_PUR suggest_VVB ,_PUN it_PNP is_VBZ not_XX0 the_AT0 number_NN1 of_PRF times_NN2 a_AT0 product_NN1 is_VBZ handled_VVN or_CJC the_AT0 distance_NN1 over_PRP which_DTQ it_PNP is_VBZ ultimately_AV0 transported_VVN which_DTQ is_VBZ necessarily_AV0 critical_AJ0 ,_PUN but_CJC the_AT0 fact_NN1 that_CJT the_AT0 product_NN1 reaches_VVZ the_AT0 consumer_NN1 embedded_VVN with_PRP information_NN1 ._SENT ._SENT ._SENT which_DTQ enables_VVZ the_AT0 consumer_NN1 to_TO0 confidently_AV0 make_VVI connections_NN2 and_CJC associations_NN2 with_PRP the_AT0 place_NN1 /_PUN space_NN1 of_PRF its_DPS production_NN1 ._SENT (_PUL 425_CRD )_PUR 
As_CJS is_VBZ clear_AJ0 ,_PUN within_PRP the_AT0 economy_NN1 of_PRF culinary_AJ0 qualities_NN2 ,_PUN even_AV0 substantial_AJ0 distance_NN1 between_PRP production_NN1 and_CJC consumption_NN1 can_VM0 be_VBI overcome_VVN by_PRP strategically_AV0 valuable_AJ0 details_NN2 ._SENT For_PRP the_AT0 producers_NN2 of_PRF tropical_AJ0 commodities_NN2 who_PNQ cannot_VVB sell_VVB their_DPS products_NN2 at_PRP local_AJ0 farmers_NN2 '_POS markets_NN2 even_AV0 if_CJS they_PNP wanted_VVD to_TO0 ,_PUN it_PNP is_VBZ both_AV0 possible_AJ0 and_CJC critical_AJ0 to_TO0 infuse_VVI product_NN1 packages_NN2 with_PRP informative_AJ0 stories_NN2 about_PRP the_AT0 people_NN0 ,_PUN places_NN2 ,_PUN and_CJC cultures_NN2 engaged_VVN in_PRP their_DPS production_NN1 (_PUL Raynolds_NP0 2002_CRD )_PUR ._SENT As_CJS a_AT0 result_NN1 ,_PUN producers_NN2 strive_VVB to_TO0 communicate_VVI with_PRP consumers_NN2 from_PRP a_AT0 distance_NN1 ,_PUN using_VVG product_NN1 packages_NN2 to_TO0 do_VDI so_AV0 (_PUL Latour_NP0 ,_PUN 1987_CRD ;_PUN Singer_NP0 2018_CRD )_PUR ._SENT 
Although_CJS the_AT0 average_AJ0 specialty_NN1 food_NN1 entrepreneur_NN1 has_VHZ generally_AV0 never_AV0 created_VVN a_AT0 value-enhancing_AJ0 brand_NN1 strategy_NN1 for_PRP a_AT0 food_NN1 product_NN1 ,_PUN this_DT0 task_NN1 is_VBZ nonetheless_AV0 one_CRD of_PRF their_DPS many_DT0 responsibilities_NN2 ._SENT In_PRP the_AT0 specialty_NN1 food_NN1 industry_NN1 ,_PUN firm_NN1 directors_NN2 are_VBB likely_AJ0 to_TO0 occupy_VVI what_DTQ Ocejo_NP0 (_PUL 2014_CRD ,_PUN p._NN0 195_CRD )_PUR has_VHZ identified_VVN as_CJS "_PUQ dual_AJ0 roles_NN2 "_PUQ :_PUN they_PNP not_XX0 only_AV0 produce_VVI but_CJC also_AV0 ,_PUN and_CJC simultaneously_AV0 ,_PUN promote_VVB their_DPS own_DT0 branded_AJ0 goods_NN2 ._SENT Acting_VVG as_PRP both_DT0 producers_NN2 and_CJC promoters_NN2 ,_PUN they_PNP regularly_AV0 design_NN1 and_CJC author_NN1 their_DPS own_DT0 communicative_AJ0 food_NN1 replaced-dns_NN2 4_CRD My_DPS focus_NN1 in_PRP this_DT0 paper_NN1 is_VBZ ,_PUN therefore_AV0 ,_PUN on_PRP cultural_AJ0 production_NN1 ._SENT How_AVQ consumers_NN2 might_VM0 respond_VVI to_PRP such_DT0 food_NN1 packages_NN2 ,_PUN while_CJS important_AJ0 ,_PUN is_VBZ beyond_PRP the_AT0 scope_NN1 of_PRF this_DT0 study_NN1 ._SENT Contributing_VVG to_PRP an_AT0 emerging_AJ0 literature_NN1 on_PRP the_AT0 cultural_AJ0 wealth_NN1 of_PRF nations_NN2 ,_PUN I_PNP focus_VVB intentionally_AV0 on_PRP the_AT0 strategic_AJ0 efforts_NN2 of_PRF specialty_NN1 food_NN1 entrepreneurs_NN2 to_TO0 communicate_VVI on_PRP behalf_NN1 of_PRF their_DPS branded_AJ0 food_NN1 products_NN2 ._SENT This_DT0 emphasis_NN1 on_PRP the_AT0 articulation_NN1 and_CJC creation_NN1 of_PRF cultural_AJ0 value_NN1 from_PRP a_AT0 distance_NN1 and_CJC from_PRP within_PRP a_AT0 particular_AJ0 national_AJ0 location_NN1 attends_VVZ to_PRP the_AT0 vital_AJ0 importance_NN1 of_PRF communicative_AJ0 stories_NN2 and_CJC ,_PUN simultaneously_AV0 ,_PUN to_PRP the_AT0 efforts_NN2 and_CJC emotions_NN2 of_PRF their_DPS authors_NN2 ._SENT 
The_AT0 emotional_AJ0 &_NN1 imaginative_AJ0 labor_NN1 of_PRF cultural_AJ0 producers_NN2 
Economic_AJ0 transactions_NN2 are_VBB like_PRP other_AJ0 interactions_NN2 in_PRP that_DT0 they_PNP require_VVB communication_NN1 and_CJC occur_VVB within_PRP particular_AJ0 structural_AJ0 and_CJC cultural_AJ0 constraints_NN2 ._SENT They_PNP contain_VVB varying_AJ0 degrees_NN2 of_PRF uncertainty_NN1 and_CJC therefore_AV0 require_VVB confidence_NN1 and_CJC positive_AJ0 emotional_AJ0 assessment_NN1 to_TO0 be_VBI completed_VVN ._SENT Buyers_NN2 in_PRP a_AT0 given_AJ0 market_NN1 must_VM0 feel_VVI that_CJT they_PNP are_VBB making_VVG informed_AJ0 distinctions_NN2 between_PRP products_NN2 since_PRP their_DPS eventual_AJ0 choice_NN1 reflects_VVZ something_PNI about_PRP who_PNQ they_PNP are_VBB and_CJC has_VHZ repercussions_NN2 for_PRP how_AVQ others_NN2 perceive_VVB them_PNP (_PUL Bourdieu_NP0 1984_CRD ;_PUN Wherry_NP0 2008_CRD )_PUR ._SENT Emotions_NN2 ,_PUN or_CJC the_AT0 states_NN2 consumers_NN2 experience_NN1 when_CJS presented_VVN with_PRP particular_AJ0 products_NN2 or_CJC market_NN1 information_NN1 ,_PUN are_VBB ,_PUN therefore_AV0 ,_PUN an_AT0 essential_AJ0 part_NN1 of_PRF transactions_NN2 (_PUL Bandelj_NP0 2009a_CRD ,_PUN 2012_CRD )_PUR ._SENT The_AT0 emotions_NN2 of_PRF sellers_NN2 ,_PUN however_AV0 ,_PUN have_VHB not_XX0 yet_AV0 been_VBN sufficiently_AV0 attended_VVN to_PRP in_PRP studies_NN2 of_PRF emotions_NN2 in_PRP markets_NN2 ,_PUN yet_AV0 they_PNP ,_PUN too_AV0 ,_PUN are_VBB engaged_VVN in_PRP economic_AJ0 interactions_NN2 and_CJC transactions_NN2 which_DTQ likewise_AV0 require_VVB emotional_AJ0 labor_NN1 if_CJS they_PNP are_VBB to_TO0 evaluate_VVI risk_NN1 and_CJC communicate_VVB effectively_AV0 ._SENT 
It_PNP is_VBZ vital_AJ0 to_TO0 recognize_VVI that_CJT when_CJS specialty_NN1 food_NN1 firm_NN1 directors_NN2 in_PRP Indonesia_NP0 act_NN1 as_PRP cultural_AJ0 intermediaries_NN2 on_PRP behalf_NN1 of_PRF their_DPS inarticulate_AJ0 goods_NN2 ,_PUN they_PNP imagine_VVB their_DPS potential_AJ0 consumers_NN2 in_PRP the_AT0 US_NP0 in_PRP order_NN1 to_TO0 craft_VVI effective_AJ0 stories_NN2 about_PRP the_AT0 most_AV0 valuable_AJ0 qualities_NN2 of_PRF food_NN1 products_NN2 ._SENT Unable_AJ0 to_TO0 have_VHI face-to-face_AJ0 conversations_NN2 ,_PUN they_PNP prepare_VVB instead_AV0 to_TO0 have_VHI face-to-shelf_AJ0 interactions_NN2 via_PRP product_NN1 packages_NN2 (_PUL Cochoy_NP0 2007_CRD )_PUR ._SENT More_AV0 specifically_AV0 ,_PUN the_AT0 authors_NN2 of_PRF these_DT0 packaging_NN1 stories_NN2 are_VBB attempting_VVG to_TO0 anticipate_VVI not_XX0 only_AV0 their_DPS target_NN1 audience_NN1 's_POS potential_AJ0 questions_NN2 about_PRP specialty_NN1 foods_NN2 ,_PUN but_CJC also_AV0 their_DPS possible_AJ0 fears_NN2 and_CJC concerns_NN2 about_PRP Indonesian_AJ0 food_NN1 products_NN2 in_PRP particular_AJ0 ._SENT The_AT0 expectations_NN2 that_CJT guide_VVB them_PNP in_PRP the_AT0 production_NN1 of_PRF such_DT0 packaging_NN1 stories_NN2 and_CJC marketing_NN1 materials_NN2 are_VBB therefore_AV0 second-order_AJ0 expectations_NN2 —_PUN not_XX0 expectations_NN2 that_CJT one_PNI personally_AV0 holds_VVZ about_PRP oneself_PNX ,_PUN but_CJC those_DT0 one_PNI believes_VVZ specific_AJ0 others_NN2 hold_VVB in_PRP the_AT0 given_AJ0 situation_NN1 (_PUL Ridgeway_NP0 and_CJC Correll_NP0 2006_CRD ;_PUN Troyer_NP0 and_CJC Younts_NP0 ,_PUN 1997_CRD )_PUR ._SENT Such_DT0 second-order_AJ0 expectations_NN2 about_PRP relevant_AJ0 social_AJ0 distinctions_NN2 are_VBB a_AT0 form_NN1 of_PRF status_NN1 belief_NN1 and_CJC ,_PUN so_AV0 ,_PUN a_AT0 type_NN1 of_PRF social_AJ0 reputation_NN1 ._SENT 
In_PRP other_AJ0 words_NN2 :_PUN during_PRP the_AT0 necessary_AJ0 and_CJC value-enhancing_AJ0 process_NN1 of_PRF cultural_AJ0 production_NN1 ,_PUN when_CJS firm_AJ0 directors_NN2 attempt_VVB to_TO0 describe_VVI and_CJC promote_VVI their_DPS food_NN1 products_NN2 to_PRP US_NP0 consumers_NN2 ,_PUN what_DTQ is_VBZ most_AV0 relevant_AJ0 is_VBZ not_XX0 what_DTQ they_PNP themselves_PNX know_VVB or_CJC believe_VVB to_TO0 be_VBI true_AJ0 about_PRP Indonesia_NP0 as_PRP the_AT0 place_NN1 where_AVQ their_DPS food_NN1 products_NN2 originate_VVB (_PUL and_CJC where_CJS they_PNP themselves_PNX reside_VVB )_PUR ,_PUN but_CJC what_DTQ they_PNP imagine_VVB their_DPS US_NP0 consumers_NN2 believe_VVB or_CJC fear_VVB about_PRP Indonesia_NP0 itself_PNX given_VVN its_DPS international_AJ0 reputation_NN1 ._SENT As_CJS a_AT0 result_NN1 ,_PUN Indonesia_NP0 's_POS international_AJ0 reputation_NN1 —_PUN as_CJS it_PNP is_VBZ imagined_VVN by_PRP both_DT0 firms_NN2 '_POS directors_NN2 as_CJS they_PNP attempt_VVB to_TO0 forecast_VVI the_AT0 expectations_NN2 of_PRF their_DPS target_NN1 consumers_NN2 —_PUN plays_VVZ a_AT0 determinative_AJ0 role_NN1 ._SENT 
That_DT0 social_AJ0 relations_NN2 matter_NN1 in_PRP markets_NN2 is_VBZ a_AT0 trademark_NN1 contribution_NN1 of_PRF economic_AJ0 sociology_NN1 ._SENT Overall_AV0 ,_PUN the_AT0 importance_NN1 of_PRF social_AJ0 relations_NN2 has_VHZ been_VBN captured_VVN by_PRP the_AT0 notion_NN1 of_PRF embeddedness_NN1 ,_PUN deriving_VVG from_PRP Granovetter_NP0 's_POS (_PUL 1985_CRD )_PUR pioneering_AJ0 argument_NN1 that_CJT economic_AJ0 behavior_NN1 ,_PUN like_PRP human_AJ0 behavior_NN1 more_AV0 broadly_AV0 ,_PUN is_VBZ embedded_VVN in_PRP networks_NN2 of_PRF social_AJ0 relations_NN2 ._SENT That_DT0 such_DT0 social_AJ0 relations_NN2 exert_VVB influence_NN1 over_PRP economic_AJ0 behavior_NN1 and_CJC economic_AJ0 outcomes_NN2 is_VBZ now_AV0 even_AV0 more_AV0 fully_AV0 understood_VVN as_CJS research_NN1 has_VHZ continued_VVN to_TO0 investigate_VVI how_AVQ network_NN1 embeddedness_NN1 and_CJC social_AJ0 ties_NN2 shape_VVB economic_AJ0 decision-making_NN1 ._SENT More_AV0 recently_AV0 ,_PUN economic_AJ0 sociologists_NN2 have_VHB begun_VVN to_TO0 broaden_VVI their_DPS understanding_NN1 of_PRF social_AJ0 relations_NN2 to_TO0 include_VVI "_PUQ relations_NN2 between_PRP actors_NN2 ,_PUN shaped_VVN by_PRP affect_NN1 ,_PUN meaning_NN1 ,_PUN and_CJC asymmetries_NN2 in_PRP power_NN1 "_PUQ (_PUL Bandelj_NP0 2009b_CRD ,_PUN p._NN0 227_CRD )_PUR ._SENT Building_VVG on_PRP conceptual_AJ0 innovations_NN2 by_PRP Viviana_NP0 Zelizer_NP0 (_PUL 2005_CRD ,_PUN 2012_CRD )_PUR and_CJC her_DPS focus_NN1 on_PRP relational_AJ0 work_NN1 —_PUN the_AT0 effort_NN1 by_PRP which_DTQ people_NN0 try_VVB to_TO0 find_VVI appropriate_AJ0 matches_NN2 between_PRP and_CJC among_PRP social_AJ0 relations_NN2 ,_PUN economic_AJ0 transactions_NN2 ,_PUN and_CJC instruments_NN2 of_PRF exchange_NN1 —_PUN such_DT0 research_NN1 takes_VVZ seriously_AV0 the_AT0 symbolic_AJ0 work_NN1 of_PRF meaning-making_NN1 in_PRP which_DTQ economic_AJ0 actors_NN2 engage_VVB and_CJC also_AV0 the_AT0 role_NN1 of_PRF emotions_NN2 in_PRP their_DPS economic_AJ0 processes_NN2 (_PUL Bandelj_NP0 2009b_CRD )_PUR ._SENT 
I_PNP argue_VVB that_CJT despite_PRP a_AT0 recent_AJ0 theoretical_AJ0 emphasis_NN1 on_PRP emotions_NN2 as_CJS constitutive_AJ0 of_PRF economic_AJ0 action_NN1 ,_PUN scholars_NN2 have_VHB generally_AV0 refrained_VVN from_PRP examining_VVG the_AT0 efforts_NN2 of_PRF producers_NN2 to_TO0 create_VVI and_CJC sustain_VVI emotional_AJ0 connections_NN2 between_PRP their_DPS prospective_AJ0 customers_NN2 and_CJC their_DPS products_NN2 ._SENT The_AT0 growing_AJ0 literature_NN1 on_PRP emotions_NN2 and_CJC the_AT0 economy_NN1 reveals_VVZ that_CJT economic_AJ0 actors_NN2 —_PUN most_AV0 often_AV0 consumers_NN2 —_PUN use_VVB emotions_NN2 to_TO0 guide_VVI their_DPS purchasing_AJ0 decisions_NN2 but_CJC pays_VVZ little_DT0 attention_NN1 to_PRP how_AVQ the_AT0 emotional_AJ0 connections_NN2 between_PRP purchaser_NN1 and_CJC product_NN1 are_VBB constructed_VVN by_PRP profit-seeking_AJ0 producers_NN2 and_CJC the_AT0 stories_NN2 they_PNP tell_VVB ._SENT In_PRP this_DT0 article_NN1 ,_PUN I_PNP demonstrate_VVB that_CJT cultural_AJ0 producers_NN2 play_VVB a_AT0 critical_AJ0 role_NN1 in_PRP this_DT0 process_NN1 by_PRP exploring_VVG how_AVQ the_AT0 directors_NN2 of_PRF two_CRD case_NN1 study_NN1 firms_NN2 in_PRP the_AT0 same_DT0 industry_NN1 and_CJC the_AT0 same_DT0 national_AJ0 location_NN1 construct_NN1 claims_VVZ to_PRP cultural_AJ0 wealth_NN1 differently_AV0 ._SENT 
National_AJ0 reputation_NN1 &_NN1 impression_NN1 management_NN1 
Brand_NN1 management_NN1 and_CJC the_AT0 projection_NN1 of_PRF ideal_AJ0 images_NN2 represent_VVB a_AT0 form_NN1 of_PRF impression_NN1 management_NN1 in_PRP creating_VVG and_CJC enhancing_VVG brand_NN1 reputation_NN1 through_PRP the_AT0 intentional_AJ0 work_NN1 of_PRF constructing_VVG a_AT0 set_NN1 of_PRF positive_AJ0 associations_NN2 on_PRP behalf_NN1 of_PRF the_AT0 brand_NN1 's_POS identity_NN1 and_CJC products_NN2 (_PUL Beverland_NP0 2005_CRD ;_PUN Goffman_NP0 1959_CRD )_PUR ._SENT Research_NN1 has_VHZ failed_VVN ,_PUN largely_AV0 ,_PUN to_TO0 examine_VVI how_AVQ profit-seeking_AJ0 food_NN1 firms_NN2 build_VVB such_DT0 reputations_NN2 through_PRP careful_AJ0 impression_NN1 management_NN1 ,_PUN especially_AV0 when_CJS geographic_AJ0 associations_NN2 at_PRP the_AT0 national_AJ0 level_NN1 —_PUN containing_VVG valuable_AJ0 forms_NN2 of_PRF cultural_AJ0 wealth_NN1 ,_PUN expressed_VVN on_PRP behalf_NN1 of_PRF food_NN1 products_NN2 through_PRP stories_NN2 and_CJC details_NN2 —_PUN are_VBB potentially_AV0 negative_AJ0 ._SENT I_PNP address_VVB those_DT0 gaps_NN2 by_PRP examining_VVG how_AVQ specialty_NN1 food_NN1 companies_NN2 create_VVB and_CJC maintain_VVB valuable_AJ0 associations_NN2 on_PRP behalf_NN1 of_PRF their_DPS brand_NN1 identities_NN2 and_CJC products_NN2 ,_PUN especially_AV0 as_CJS they_PNP relate_VVB to_TO0 place_VVI ._SENT 
Similar_AJ0 to_PRP national_AJ0 governments_NN2 ,_PUN firms_NN2 accomplish_VVB this_DT0 goal_NN1 largely_AV0 through_PRP the_AT0 symbolic_AJ0 work_NN1 of_PRF strategically_AV0 creating_VVG and_CJC managing_VVG their_DPS own_DT0 reputation_NN1 ._SENT A_AT0 recent_AJ0 study_NN1 takes_VVZ up_AVP the_AT0 question_NN1 of_PRF how_AVQ cultural_AJ0 wealth_NN1 at_PRP the_AT0 national_AJ0 level_NN1 can_VM0 be_VBI managed_VVN in_PRP response_NN1 to_PRP a_AT0 threat_NN1 to_PRP its_DPS international_AJ0 identity_NN1 by_PRP focusing_VVG on_PRP how_AVQ the_AT0 Croatian_AJ0 government_NN1 transformed_VVN impressions_NN2 of_PRF that_DT0 country_NN1 in_PRP the_AT0 aftermath_NN1 of_PRF its_DPS well-publicized_AJ0 violent_AJ0 war_NN1 (_PUL 1991-1995_CRD )_PUR ._SENT Rivera_NP0 (_PUL 2011_CRD )_PUR argues_VVZ that_CJT a_AT0 Goffmanian_AJ0 theoretical_AJ0 framework_NN1 provides_VVZ a_AT0 useful_AJ0 way_NN1 of_PRF understanding_NN1 impression_NN1 management_NN1 strategies_NN2 when_CJS the_AT0 identity_NN1 at_PRP hand_NN1 —_PUN in_PRP this_DT0 case_NN1 ,_PUN that_DT0 of_PRF an_AT0 entire_AJ0 nation_NN1 —_PUN might_VM0 be_VBI tarnished_VVN or_CJC stigmatized_VVN ._SENT Croatia_NP0 looked_VVD across_PRP the_AT0 Adriatic_NP0 Sea_NP0 and_CJC symbolically_AV0 linked_VVN its_DPS own_DT0 touristic_AJ0 characteristics_NN2 to_PRP those_DT0 of_PRF Italy_NP0 ,_PUN substituting_VVG a_AT0 highly_AV0 valuable_AJ0 set_NN1 of_PRF national_AJ0 symbolic_AJ0 resources_NN2 for_PRP a_AT0 less_AV0 valuable_AJ0 one_PNI ._SENT Relatedly_AV0 ,_PUN this_DT0 paper_NN1 's_POS focus_NN1 on_PRP Indonesia_NP0 makes_VVZ visible_AJ0 the_AT0 cultural_AJ0 opportunities_NN2 available_AJ0 to_PRP food_NN1 entrepreneurs_NN2 within_PRP the_AT0 same_DT0 national_AJ0 location_NN1 and_CJC the_AT0 same_DT0 globalized_AJ0 marketplace_NN1 ,_PUN on_PRP behalf_NN1 of_PRF the_AT0 same_DT0 reputation_NN1 and_CJC audience_NN1 ._SENT 
My_DPS analysis_NN1 also_AV0 ,_PUN however_AV0 ,_PUN suggests_VVZ that_CJT such_DT0 cultural_AJ0 opportunities_NN2 must_VM0 first_ORD be_VBI perceived_VVN and_CJC imagined_VVN as_CJS valuable_AJ0 to_PRP specific_AJ0 others_NN2 if_CJS they_PNP are_VBB to_TO0 become_VVI viable_AJ0 as_PRP impression_NN1 management_NN1 projects_NN2 ._SENT The_AT0 upscale_NN1 ,_PUN expanding_VVG ,_PUN and_CJC competitive_AJ0 specialty_NN1 food_NN1 industry_NN1 in_PRP the_AT0 US_NP0 is_VBZ an_AT0 ideal_AJ0 and_CJC analytically_AV0 productive_AJ0 example_NN1 of_PRF such_DT0 a_AT0 globalized_AJ0 marketplace_NN1 ._SENT After_PRP describing_VVG why_AVQ specialty_NN1 food_NN1 entrepreneurs_NN2 in_PRP Indonesia_NP0 might_VM0 be_VBI concerned_AJ0 about_PRP the_AT0 place-based_AJ0 associations_NN2 US_NP0 consumers_NN2 might_VM0 hold_VVI ,_PUN I_PNP analyze_VVB two_CRD case_NN1 study_NN1 firms_NN2 both_AV0 based_VVN in_PRP Indonesia_NP0 to_TO0 explore_VVI how_AVQ food_NN1 producers_NN2 can_VM0 make_VVI claims_NN2 to_PRP valuable_AJ0 forms_NN2 of_PRF cultural_AJ0 wealth_NN1 through_PRP reputation-enhancing_AJ0 impression_NN1 management_NN1 projects_NN2 that_CJT are_VBB articulated_VVN by_PRP their_DPS packaging_NN1 materials_NN2 and_CJC the_AT0 stories_NN2 contained_VVD therein_AV0 ._SENT 
Indonesia_NP0 's_POS international_AJ0 reputation_NN1 
The_AT0 last_ORD years_NN2 of_PRF the_AT0 20th_ORD century_NN1 brought_VVD seismic_AJ0 social_AJ0 change_NN1 to_PRP Indonesia_NP0 ._SENT As_CJS a_AT0 result_NN1 ,_PUN conditions_NN2 created_VVN in_PRP Indonesia_NP0 led_VVD to_PRP largely_AV0 negative_AJ0 impressions_NN2 outside_AJ0 of_PRF it_PNP ._SENT Indonesian_AJ0 entrepreneurs_NN2 are_VBB widely_AV0 aware_AJ0 of_PRF how_AVQ Indonesia_NP0 and_CJC its_DPS products_NN2 are_VBB perceived_VVN by_PRP international_AJ0 consumers_NN2 ,_PUN so_AV0 specialty_NN1 food_NN1 entrepreneurs_NN2 working_VVG in_PRP Indonesia_NP0 to_TO0 sell_VVI Indonesian_AJ0 food_NN1 products_NN2 engage_VVB in_PRP strategic_AJ0 impression_NN1 management_NN1 projects_NN2 as_CJS they_PNP communicate_VVB with_PRP their_DPS target_NN1 market_NN1 —_PUN consumers_NN2 in_PRP the_AT0 US_NP0 ._SENT 
In_PRP 1997_CRD ,_PUN largely_AV0 because_CJS of_PRF the_AT0 Asian_AJ0 financial_AJ0 crisis_NN1 ,_PUN Indonesia_NP0 's_POS national_AJ0 currency_NN1 depreciated_VVN almost_AV0 80_CRD percent_NN0 against_PRP the_AT0 US_NP0 dollar_NN1 ;_PUN food_NN1 and_CJC gas_NN1 prices_NN2 shot_VVD up_AVP as_PRP a_AT0 result_NN1 ,_PUN and_CJC many_DT0 Indonesians_NN2 could_VM0 no_AV0 longer_AV0 afford_VVI daily_AJ0 necessities_NN2 ._SENT Food_NN1 shortages_NN2 and_CJC mass_AJ0 unemployment_NN1 led_VVN to_PRP widespread_AJ0 political_AJ0 unrest_NN1 in_PRP several_DT0 Indonesian_AJ0 cities_NN2 ,_PUN but_CJC when_CJS four_CRD university_NN1 students_NN2 were_VBD killed_VVN by_PRP armed_AJ0 police_NN2 during_PRP a_AT0 protest_NN1 in_PRP Medan_NP0 ,_PUN violent_AJ0 riots_NN2 broke_VVD out_AVP around_PRP the_AT0 country_NN1 ._SENT These_DT0 riots_NN2 —_PUN known_VVN in_PRP Indonesia_NP0 as_CJS "_PUQ The_AT0 1998_CRD Tragedy_NN1 "_PUQ —_PUN led_VVN to_PRP the_AT0 death_NN1 of_PRF over_PRP 1_CRD ,_PUN 000_CRD Indonesian_AJ0 protestors_NN2 ,_PUN looters_NN2 ,_PUN and_CJC ethnic_AJ0 Chinese_AJ0 shop_NN1 owners_NN2 ,_PUN according_VVG to_PRP local_AJ0 estimates_NN2 (_PUL Vickers_NP0 2005_CRD )_PUR ._SENT 
Enormous_AJ0 changes_NN2 in_PRP the_AT0 years_NN2 that_CJT followed_VVD —_PUN the_AT0 period_NN1 of_PRF Reformasi_NP0 —_PUN increased_VVD already_AV0 tense_AJ0 conflicts_NN2 between_PRP coexisting_VVG religious_AJ0 groups_NN2 in_PRP Indonesia_NP0 and_CJC likely_AV0 accelerated_VVD a_AT0 process_NN1 of_PRF Islamic_AJ0 radicalization_NN1 (_PUL Aspinal_NP0 2009_CRD ;_PUN Vickers_NP0 2005_CRD )_PUR ._SENT With_PRP increasing_AJ0 frequency_NN1 ,_PUN Indonesia_NP0 has_VHZ been_VBN the_AT0 site_NN1 of_PRF violent_AJ0 terrorist_NN1 attacks_NN2 ._SENT Foreign_AJ0 embassies_NN2 and_CJC hotels_NN2 in_PRP Indonesia_NP0 's_POS larger_AJC cities_NN2 have_VHB been_VBN frequent_AJ0 targets_NN2 ,_PUN ensuring_VVG that_CJT details_NN2 of_PRF the_AT0 bombings_NN2 reach_VVB news_NN1 outlets_NN2 around_PRP the_AT0 world_NN1 ._SENT Especially_AV0 after_PRP the_AT0 events_NN2 of_PRF September_NP0 11_CRD ,_PUN 2001_CRD ,_PUN religion_NN1 and_CJC Islam_NN1 have_VHB become_VVN a_AT0 focal_AJ0 point_NN1 of_PRF international_AJ0 interest_NN1 in_PRP Indonesia_NP0 ,_PUN widely_AV0 recognized_VVN as_CJS having_VHG had_VHN the_AT0 world_NN1 's_POS largest_AJS Muslim_AJ0 population_NN1 in_PRP 2001_CRD (_PUL Hellwig_NP0 and_CJC Tagliacozzo_NP0 2009_CRD )_PUR ._SENT Such_DT0 demographic_AJ0 statistics_NN0 about_PRP Indonesia_NP0 were_VBD not_XX0 socially_AV0 relevant_AJ0 until_CJS the_AT0 events_NN2 of_PRF 9_CRD /_PUN 11_CRD gave_VVD them_PNP their_DPS current_AJ0 particular_AJ0 meaning_NN1 ._SENT 
Indonesia_NP0 's_POS history_NN1 of_PRF political_AJ0 turmoil_NN1 and_CJC internal_AJ0 religious_AJ0 conflict_NN1 ,_PUN when_CJS coupled_VVN with_PRP violent_AJ0 attacks_NN2 targeting_VVG foreigners_NN2 that_CJT have_VHB become_VVN even_AV0 more_AV0 frequent_AJ0 and_CJC deadly_AJ0 since_PRP 9_CRD /_PUN 11_CRD ,_PUN has_VHZ led_VVN to_PRP international_AJ0 associations_NN2 of_PRF dangerous_AJ0 violence_NN1 and_CJC Islamic_AJ0 extremism_NN1 with_PRP Indonesia_NP0 (_PUL Praja_NP0 2006_CRD )_PUR ._SENT Foreign_AJ0 governments_NN2 have_VHB officially_AV0 issued_VVN warnings_NN2 about_PRP traveling_VVG to_PRP Indonesia_NP0 ._SENT 
