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"To pose as a chef": visual and textual representations of masculinity in cookbooks
Örebro University, School of Humanities, Education and Social Sciences, Örebro University, Sweden.ORCID iD: 0000-0002-1089-5819
Örebro University, School of Humanities, Education and Social Sciences, Örebro University, Sweden.ORCID iD: 0000-0002-5051-7804
2016 (English)In: 6th Critical Approaches to Discourse Analysis Across Disciplins Conference: Book of abstracts / [ed] Marco Venuti and Antonio Fruttaldo, 2016, 46-47 p.Conference paper, Abstract (Refereed)
Abstract [en]

In this paper we discuss the construction of masculinity and male domesticity in cook books written for men. By treating different types of masculinity as discourse (Gill, 2003), we are interested in understanding how cooking as social practice is recontextualized as gendered discourse. Cooking literature, cooking instructions and cook books can be regarded as coded instructions on how to preform gender identity trough cooking practices (Brownlie and Hewer, 2007). Research has shown that cooking in home kitchens has become masculinized. When adapting to their new domestic duties, men have entered the kitchens as chefs, athletes, entertainers and scientists (Swenson, 2009; Ryan Kelly, 2015). Still, men’s activities in the kitchen are limited, carefully chosen and bounded to certain activity types, and they have less responsibility for regular daily cooking than women (Inness, 2001). 

This study focuses three cook books published in Sweden in 1975, 1992 and 2010. It draws on the principles of Multimodal Critical Discourse Analysis (MCDA) (Machin and Mayr, 2012; Halliday and Matthiessen, 2014) and van Leeuwen’s (2008) notion of the recontextualization of social practice. More particularly we explore how masculinity and the practice of cooking in a domestic context is realized in design, texts and images in these cook books. The analysis shows that a personal voice and tone is realized through particular lexical, grammatical and visual features in the books. These features change over time and thus reflect different styles of being male; we see different forms of a “laddish” masculinity in relation to food, cooking and the domestic sphere progressing over the years.

Place, publisher, year, edition, pages
2016. 46-47 p.
National Category
Media and Communications
Research subject
Media and Communication Studies
Identifiers
URN: urn:nbn:se:oru:diva-53542OAI: oai:DiVA.org:oru-53542DiVA: diva2:1047327
Conference
6th Critical Approaches to Discourse Analysis Across Disciplins Conference (CADAAD 2016), University of Catania, Catania, Italy, September 5-7, 2016
Available from: 2016-11-17 Created: 2016-11-17 Last updated: 2016-11-18Bibliographically approved

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Book of abstracts. Sid. 46-47

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Eriksson, GöranAndersson, Helen
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School of Humanities, Education and Social Sciences, Örebro University, Sweden
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