The adjective "artisanal" is often used in describing hand-processing in contrast to an industrial process, such as in the phraseartisanal mining. Thus, the word "artisanal" is sometimes used inmarketing andadvertising as abuzz word to describe or imply some relation with the crafting of handmade food products, such asbread,beverages,cheese ortextiles. Many of these have traditionally been handmade,rural orpastoral goods but are also now commonly made on a larger scale with automatedmechanization infactories and other industrial areas.
During theMiddle Ages, the term "artisan" was applied to those who made things or provided services. It did not apply to unskilledmanual labourers. Artisans were divided into two distinct groups: those who operated their own businesses and those who did not. The former were calledmasters, while the latter were thejourneymen andapprentices.
One misunderstanding many people have about this social group is that they picture them as "workers" in the modern sense: employed by someone. The most influential group among the artisans were the masters, the business owners. The owners enjoyed a highsocial status in their communities,[2] and organised intoguilds in towns and cities.
Shokunin (職人) is a Japanese word for "artisan" or "craftsman", which also implies apride in one's own work. In the words of shokunin Tashio Odate:
Shokunin means not only having technical skill, but also implies an attitude and social consciousness... a social obligation to work his best for the general welfare of the people, [an] obligation both material and spiritual.[3]
Traditionally, shokunin honoured their tools of trade at New Year's – the sharpened and taken-care of tools would be placed in atokonoma (a container or box still found in Japanese houses and shops), and two rice cakes and a tangerine (on top of rice paper) were placed on top of each toolbox, to honour the tools and express gratitude for performing their task.[3]