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"(Re)covering" the spectacular domestic : culinary cultures, the feminine mundane and brand Nigella

Brownlie, Douglas and Hewer, Paul (2011) "(Re)covering" the spectacular domestic : culinary cultures, the feminine mundane and brand Nigella. Advertising & Society Review, 12 (2).

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Abstract

This paper unpacks the iconicity of brand Nigella. In doing so, we show that the cultural logic of the economic space occupied by this brand springs from signifiying networks of interpenetrating positions generated within discourses, not only of food, family, and cuisine, but of sex, gender, and sexuality. We argue that the core appeal of brand Nigella has as much to do with the recipes it makes available for "thinking" feminine identities, as it does the information it provides as a culinary instruction manual about the preparation of food.