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World class computing and information science research at Strathclyde...

The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including by researchers from the Department of Computer & Information Sciences involved in mathematically structured programming, similarity and metric search, computer security, software systems, combinatronics and digital health.

The Department also includes the iSchool Research Group, which performs leading research into socio-technical phenomena and topics such as information retrieval and information seeking behaviour.

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

Hewer, P.A. and Brownlie, D. (2009) Culinary culture, gastrobrands and identity myths: 'Nigella', an iconic brand in the baking. In: Advances in Consumer Research, 2009-10-01.

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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).