Culinary culture, gastrobrands and identity myths: 'Nigella', an iconic brand in the baking

P.A. Hewer, D. Brownlie

Research output: Contribution to conferencePaper

22 Citations (Scopus)

Abstract

In his perceptive and persuasive rendering of the nature of consumer society and its obsession with fame and celebrity, McCracken (2005) states that 'the celebrity world is one of the most potent sources of cultural meaning at the disposal of the marketing system and the individual consumer'(ibid, 113). Indeed, as Pringle (2004) so bluntly puts it, 'celebrity sells'. While both authors transport us back to the 1960s and McLuhan's powerful analysis ofthe 'transforming power of media' (1964, 20), Pringle offers a managerial take on the growing complexity of the media environment, where media fragmentation, global reach and the explosion of celebrity culture go hand in hand. Olsen (1999) trenchantly observes that by virtue of the global distribution of its manufactured media product, the US Film and TV media industry is effectively assembling a 'Hollywood Planet'. Pringle takes the view that 'the celebrity phenomenon has largely been created by [US] movies and television [although] there is no doubt that other media have play[ed] a significant part' (ibid, 10).
Original languageEnglish
Publication statusPublished - 2009
EventAdvances in Consumer Research - San Francisco, United States
Duration: 1 Oct 2009 → …

Conference

ConferenceAdvances in Consumer Research
CountryUnited States
CitySan Francisco
Period1/10/09 → …

Keywords

  • culinary culture
  • gastrobands
  • consumer society

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