Café: A Space of Western Hegemony

Abstract

This research article aims to study the café as a form of popular culture that reproduces embedded Western tastes and values, using Such A Small World Café as a case study. The study utilizes the framework of culture and hegemony to understand the café as a space for the expression of social status. This is a Qualitative Research study. Data were collected through the observation of the café's physical components.

The analysis found that the physical elements of the café function as instruments for disseminating and generating Western tastes. These elements include: 1) A design blending vintage and retro aesthetics, utilizing natural colors and décor that present an aged image, all under an Open Plan layout 2) The use of English in the shop name, menus, and international music 3) Food and beverage menus that are predominantly Western cuisine 4) In-café activities that emphasize group interaction and require service fees ranging from 400 to 1,000 Baht per hour and 5) The café’s atmosphere, which is characterized by a semi-private public space during the day and a setting focused on socializing and gathering in the evening.

These elements demonstrate the Western signifiers present in the café, which serves as a tool for disseminating and reproducing Western tastes. The café’s function is defined by its role as: a space for the gathering of people with similar tastes, a space for displaying social status, and a third home. This entire process operates under a mechanism of cultural hegemony that subtly reinforces class inequality, leading to the display of consumer identity and social status, which is part of maintaining hegemony and the meaning of class within contemporary recreational spaces.