By Julymoe Aung, Jessica Bartolo, Marco Maleki, & Lauren Salas
Dr. Christina Ceisel, Ph.d. , Cal State Fullerton
Our team had the pleasure of conducting a zoom interview with Dr. Christina Ceisel, a communications professional and professor at Cal State Fullerton, about her chapter “El Sabor de Galicia : Wine as Performance in Galicia, Spain” published in the book Wine and Culture: from The Vineyard to the Glass. Her prior knowledge and expertise in qualitative research prompted our desire to inquire her about her study. Dr. Ceisel walked us through what she discovered about the significance of and relationship between wine/commodity culture and heritage during her time in Galicia, Spain, and the process of how she conducted her research.
What initially piqued your interest in this topic?
When Dr. Ceisel was honing in on an area of focus for her research, which she conducted for her dissertation; she knew she was interested in transnational communication and media processes. Around the time when she first set out to begin her study, she noticed the rise in more companies and commodities thinking about their branding, and also had a deep interest in food studies. She combined both areas of interest to answer the ultimate questions: “How does food serve as a cultural marker?” and “Why is food and heritage so important?”.
How did you plan the logistics? Was is a challenge trying to align your travel schedule with your research schedule?
One of the most challenging aspects was finding funding, considering there was limited time and financial aid. She knew she wanted to research in Spain, so her goal was to seek out opportunities that would enable her to stay in Spain for as long as possible for the duration of her study. She ended up acquiring some grant money to conduct the research, and later returned due to another fellowship that allowed her to stay for another few months. She visited Galicia in 2010 for about a month, returned in 2011 for and additional three months, and spent two months there in 2014.
How did you determine which research methods would be the most appropriate?
Dr. Ceisel, who described herself as a “qualitative researcher at heart”, demonstrated her belief in the grounded research approach, which she followed for her study. She explained that grounded research is when one starts off with their desired area of study and then examines which research methods would be the most suitable. She detailed her deep appreciation for ethnography, which she was able to explore and expand upon, and enjoyed the opportunity of exploring a new space, observing the environment, and engaging in profound conversations with the locals about themselves and the community.
“I loved being in a new space and getting to observe everything that’s happening, and having the license to be nosy.”
What was the most difficult part of this study?
When asked about the difficulties of the study, Dr. Ceisel mentioned narrowing down her options of studies was difficult. She also mentions the energy required to conduct a study, such as going out to introduce yourself to numerous people. Although she was taking field notes, she had to be able to remember even the smallest details of the day, while staying organized.
Were there any stressful situations?
We asked Dr. Ceisel of the stressors she endured conducting the study. She responded “More often than not, it was fun”. She mentions the struggles of traveling from small town to small town as it required taking several busses.
What was the most surprising? Any unprecedented challenges?
When asked about the unexpected challenges, she mentioned the interdependence movement occurring in Galiacia at the time. This was a political movement which supported the independence of Galiacia and the claim of Galician-speaking territories. She mentions how she was surprised to hear the language as frequently as she did.
Given the qualitative nature of your study, can you explain how you defined and measured your independent and dependent variables?
In the qualitative study, traditional variables were replaced by a more abstract and individualistic approach. Dr. Ceisel’s research did not rely on the conventional notions of independent and dependent variables but instead used personal experiences to convey the information on wine from Galicia. Each person offered a unique take on their preferred wine and the history embedded within.
Courtsey of Dr. Ceisel: Figure 7.1 El Sabor de Galicia (“It’s the Flavor of Galacia”). Seen at a bus stop in Santiago de Compostela and on a bus
Was it difficult planning your pool of people that you wanted to interview and obtain information from?
The people that we wanted to interview happened in a mix between arranged meetings and on the spot conversations. Vendors at Food Festivals offered powerful perspectives and data that allowed her to get a comprehensive understanding of her research topic.
Courtesy of Dr. Ceisel: Figure 7.2: Pidelo su nombre (“Ask for it by.”). Ad in an actiivity guidebook provided by a hotel. C.R.D.O Rias Baixas
A clip from our interview
The Society for Communications Research 