Understanding authentication processes and the role of conventions: a consideration of Greek ethnic restaurants

Drawing on convention and social identity theories, this paper explores how actors utilize conventions and identities to claim legitimacy and defend their judgements in processes of hot authentication. It does this through a qualitative study of Greek ethnic restaurants, considering both in-group (Greek restaurant owners and diaspora diners) and out-group (tourist and non-Greek) perspectives. We identify three orders of worth (market, domestic and inspirational) which embody contrasting notions of authenticity (pragmatic iconicity, ancestral indexicality and innovative iconicity, respectively). Each order of worth incorporates notions of quality as well as legitimate actors in authentication processes. While hot authentication is a diffuse process, some actors nonetheless possess privileged positions in particular orders of worth.