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Jamie Oliver's Jamie Oliver as a promoter of a lifestyle: Recontextualisation of a culinary discourse and the transformation of cookbooks in Slovenia Ana Tominc, univ. dipl., MA A thesis submitted for the degree of Doctor of Philosophy Department of Linguistics and English Language Lancaster University March 2012 ProQuest Number: 11003750 All rights reserved INFORMATION TO ALL USERS The quality of this reproduction is dependent upon the quality of the copy submitted. In the unlikely event that the author did not send a com plete manuscript and there are missing pages, these will be noted. Also, if material had to be removed, a note will indicate the deletion. uest ProQuest 11003750 Published by ProQuest LLC(2018). Copyright of the Dissertation is held by the Author. All rights reserved. This work is protected against unauthorized copying under Title 17, United States C ode Microform Edition © ProQuest LLC. ProQuest LLC. 789 East Eisenhower Parkway P.O. Box 1346 Ann Arbor, Ml 48106- 1346 To my parents and to my grandparents Mojim starsem in starim starsem ACKNOWLEDGEMENT I am very grateful to my supervisor, Prof. Ruth Wodak, for her invaluable support during the last three and a half years while preparing this thesis. Her enthusiasm, determination and many useful ideas have always inspired me to keep going. I would also like to thank my sponsors: Economic and Social Science Research Council (ESRC) of UK (2008-11) provided me with a generous grant, which allowed me to start this project in the first place. Thanks also to Ad futura - Slovene human resources development and scholarship fund (2 0 1 0 - 11) for covering some of my living expenses. Many thanks to Sharon McCulloch, who proofread the entire thesis despite the first spring sun being out all week! While in Lancaster, I met many incredible people with whom we shared houses, many lunches, had walks, barbeques and chat. First, thanks to Marjorie Wood, the Linguistics departmental coordinator, for all her help during the years. Also, thanks to Alexandra Polyzou, Majid KhosraviNik, Eleonor Lamb, Ayako Tominari, Bernhard Forchtner, Deepak Garg, Atif Sarwar and Philippa Shoesmith. Also thanks to my office mates Mazura Muhammad, Jo Thistlethwaite and Salomi Boukala, without whom an everyday PhD student life would not be as exciting as it always was. I would also like to thank John Heywood, in particular for all his support in the last months of the writing up process. 2 Thanks to many friends in Slovenia, especially Petra Slavec, Tanja Labus and Bostjan Kokoravec, who always found time for a coffee when I was around, and Taj a Kramberger and Braco Rotar for many interesting intellectual discussions. I would also like to thank my family for their support and understanding while undertaking this project, in particular my sister Julija, as well as my parents and grandparent whose initial attitude towards Jamie Oliver was not only an inspiration for the thesis, but who never stopped believing that the project would one day come to an end. As usually, they were right, and this is why this thesis is dedicated to them. Finally, I would like to thank Jijesh, for his incredible optimism, humour, patience and understanding while preparing the thesis. The journey would surely not be as interesting without you! 3 ABSTRACT This thesis examines the recontextualization and localization of global culinary discourse to Slovenia after its independence from Yugoslavia in 1991 and its transition into a free market economy. Slovenia and its emerging celebrity chefs, Luka and Valentina Novak, are an example of the ‘local’, whereas the global is represented by the British celebrity chef Jamie Oliver. The study is based on culinary texts from Oliver and the Novaks’ cookbooks. However, ‘standard’ Slovene cookbook texts are also analysed with the aim of showing the difference between the previous educational role of cookbooks and the contemporary, increasingly edutaining role of the new ‘celebrity’ cookbooks. This study is situated within critical discourse analysis and it generally draws on the methodological framework of the discourse-historical approach (‘DHA’) (Reisigl and Wodak 2001), but also combines this with theoretical insights from the dialectic- relational approach (Fairclough 2010, 1992, 2001 [1989]). Its underlying theoretical focus has been recontextualization, which is one of the salient concepts within ‘CDA’ (e.g. Wodak and Fairclough 2010; Chouliaraki 1998). The model of recontextualization that I presented in this thesis (based on the definition of discourse in ‘DHA’) enables me to show how global culinary discourse has been recontextualised from Britain to Slovenia, via, firstly, a translation of Jamie Oliver’s cookbooks, and secondly, via the production of an original local discourse. The main claim of this thesis is that under the influence of global culinary discourse, local representations related to food and taste change, and so do cookbooks as genres. While recontextualization as translation results in appropriation of the text to the local circumstances in terms of genre conventions, branding opportunities, country-related representations (e.g. Italy) and the reconfirmation of the national identity, the second phase of recontextualisation reveals the characteristics of the locally produced discourse based on global characteristics. Compared to the ‘standard’ Slovene cookbooks, its ‘celebrity’ variant aims to reconstructs the national culinary identity via legitimation of the tastes of the new middle classes. Influenced by the global model, the Novaks’ tend to represent food and foodstuffs relying on characteristics found in advertising while social actors are often synthetically personified (Fairclough 1989). Likewise, various perspectives construct a seemingly democratisized discourse and disperse the top-down authority as found in ‘standard’ cookbooks. Key-words: recontextualization, culinary discourse, globalization, lifestyle, Jamie Oliver, Slovenia, cookbooks Declaration I hereby declare that this thesis is my own work, and has not been submitted in substantially the same form for the award of a higher degree elsewhere. Lancaster, 31st March 2012 Ana Tominc TABLE OF CONTENTS ACKNOWLEDGEMENT 2 ABSTRACT 4 TABLE OF CONTENTS 6 LIST OF FIGURES 10 LIST OF TABLES 11 LIST OF IMAGES 13 INTRODUCTION TO THESIS 14 R econtextualization a n d s o c ia l c h a n g e 15 S o c ia l a n d d is c o u r s e c h a n g e 18 L if e s t y l e a n d c u l in a r y m a n u a l s 19 L ocalization o f g l o b a l d is c o u r s e in t o S l o v e n ia - t h e c a s e o f t h e f a m il y N o v a k 22 R e s e a r c h q u e s t io n s 23 O u t l in e o f t h e s is 25 I CRITICAL DISCOURSE ANALYSIS: THEORY AND METHODOLOGY 27 1.1 Introduction 2 7 1.2 B a c k g r o u n d t o c r it ic a l a n a l y s i s o f d is c o u r s e 2 8 1.2.1 Emergence o f the school 28 1.2.2 Different approaches to ‘CDA ’ 33 1.2.3. ‘CDA’today 42 1.3 M a in c o n c e p t s : P o w e r , id e o l o g y , c r it iq u e 43 1.3.1 Ideology and power 43 1.3.2 Critique 47 1.4 D e f in it io n s o f theoretical c o n c e p t s 51 1.4.1 Discourse, text, context, genre 52 1.4.2 Genre 56 1.4.3 Intertextuality and interdiscursivity 58 6 1.4.4 Context 5 9 1.5 R econtextualization 60 1.5.1 Defining recontextualization 60 1.5.2 Translation as recontextualization 60 1.5.3 Recontextualization of ideology 61 1.6 C o n c l u s io n 67 2 POSTMODERNITY, GLOBALIZATION AND JAMIE OLIVER 68 2.1 CONSUMERISM AND POSTMODERN LIFE 68 2.1.1 Towards a free market economy 69 2.1.2 Changes in the cultural sector (postmodernism) 72 2.1.2.1 Lifestyle 72 2.2 JAMIE OLIVER, A CULTURAL INTERMEDIARY 117 2.2.1 Who is he? 118 2.2.2 What does he represent? 123 2.3 GLOBALISATION AND LIFESTYLE DISCOURSES 129 2.3.1 Globalisation 130 2.3.2 Branding and discourse in a globalised world 140 3 SLOVENIA: SOCIOHISTORICAL BACKGROUND 143 3.1 SLOVENIA IN TRANSITION 144 3.1.1 End o f self managing socialism and the introduction o f a free market economy 144 3.1.2 Cultural circumstances 144 3.2 EXAMPLE: NOVAK AND DISCOURSE OF LIFESTYLE 171 3.3 CONCLUSION 174 4 DATA AND METHODS 175 4.1 D a t a s e l e c t io n f o r a n a l y s i s 175 4.1.1 Three periods 175 4.1.2 Different sub-genres in a cookbook 177 4.1.3 Vegetables and desserts as text themes 180 4.1.4 Selection of specific texts 181 4.2 M e t h o d s f o r a n a l y s i s o f translation a s recontextualisation 182 4.3 M e t h o d s f o r t h e a n a l y s i s 185 7 4.3.1 Nomination and predication strategies 185 4.3.2 Perspectivation/framing/discourse representation 188 4.3.3 Intensifying and mitigation strategies 188 4 .4 C o n c l u s io n 18 9 5 ANALYSIS OF THE TRANSLATIONS OF OLIVER’S COOKERY BOOKS INTO SLOVENE 190 5.1 Introduction 19 0 5 .2 S o m e r e m a r k s o n translating c o o k in g m a n u a l s 192 5.3 C o m p a r in g t h e o r ig in a l a n d translation : s o m e f in d in g s 194 5.3.1 Genre conventions: politeness and command 194 5.3.2 Translating the brand 199 5.3.3 Representation of Italy 210 5.3.4 National identity and assumptions about target readers 215 5.3.5 Overtness of translation 217 5 .4 C o n c l u s io n 2 1 9 6 COMPARISON OF MACRO-TOPICS AND DISCOURSES 221 6.1 Introduction 22 1 6 .2 D is c o u r s e t o p ic s / t h e m e s in c o r p u s 1 2 2 2 6 .3 D is c o u r s e t o p ic s / t h e m e s in c o r p u s 2 2 3 4 6 .4 D is c o u r s e t o p ic s / t h e m e s in c o r p u s 3 251 6 .5 C o n c l u s io n 2 6 8 7 CASE STUDY 1: ‘STANDARD’ COOKBOOKS 271 7.1 Introduction 271 7 .2 S u b - g e n r e 1: Introductions
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