"It's not one or the other because word about these artisanal markets, or organic markets or food markets, rely on social media so your online and offline is going to live very happily together," said Chang.
But while the artisanal push reflects a desire to bounce out of the cyber world, social media plays a key role in what Flux Trends says is "a sense of global nostalgia for idyllic rural life".
Twitter, Facebook, blogs and websites are used for flavor updates, give-aways, date reminders and to post photos and videos.
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