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MA2 Draft V5 Final Submission Clean Salt. Fat. Acid. Heat. Media. An Analysis of Food Media Practices in Switzerland Nila Chea Media and Communication Studies Two-Year Master, 15 credits Spring 2020 Examiner: Michael Krona Supervisor: Pille Pruulmann Vengerfeldt Word count: 17’408 Grade: A Abstract According to Samin Nosrat’s (2017) best-selling cookbook, salt, fat, acid and heat are key to cooking good food. At the same time, the process of making food has never been more connected with media. Given how intertwined food and media are today, I also add media to the list of ingredients. Food has become a popular topic in traditional media, as well as on new digital platforms. Since there is already a large body of research on food media texts, this thesis concentrates on food media related practices in the everyday life and the convergence between traditional and digital food media. For this study, a mixed-method approach was chosen, which included a questionnaire and a subsequent in-depth interview for the participants. The qualitative analysis of the data builds on a theoretical framework which draws first and foremost on Couldry’s (2004) Practice Theory which is complemented by Foth & Hearn’s (2007) Communication Ecology Theory to organize the practices. The food media practices of the study participants illustrated how embedded media have become in everyday practices and explained the convergence between traditional and digital food media. At the same time, the results brought media power dynamics to light and demonstrated that even media, that seems innocent at first, has to be consumed with a critical eye. Keywords: food media, practice theory, communication ecology theory, everyday life, media power 2 Table of Contents Abstract .................................................................................................................................................................... 2 Table of Contents .................................................................................................................................................... 3 List of Figures .......................................................................................................................................................... 5 List of Tables ........................................................................................................................................................... 5 1. Introduction ......................................................................................................................................................... 6 2. Background ......................................................................................................................................................... 9 2.1. History of Food Media ................................................................................................................................ 10 2.2. Media in Everyday life ................................................................................................................................ 12 2.3. Food Media in Switzerland ......................................................................................................................... 13 3. Theoretical Framework .................................................................................................................................... 16 3.1. Communicative Ecology Theory ................................................................................................................. 16 3.2. Practice Theory ........................................................................................................................................... 18 3.2.1. Practice Theory in Media Studies ....................................................................................................... 18 3.2.2. Practice Theory in Consumption Research ......................................................................................... 19 3.3. Application of the theories .......................................................................................................................... 20 3.3.1. Application of Communicative Ecology Theory ................................................................................ 20 3.3.2. Application of Practice Theory ........................................................................................................... 21 3.3.3. Combining Couldry and Warde .......................................................................................................... 22 4. Literature Review ............................................................................................................................................. 24 4.1. Practice Theoretical approaches to Food Media ....................................................................................... 25 5. Methodology ...................................................................................................................................................... 27 5.1. Research Design .......................................................................................................................................... 27 5.2. Methods of Data Collection ........................................................................................................................ 27 5.2.1. Questionnaire ....................................................................................................................................... 28 5.2.2. Interview .............................................................................................................................................. 29 5.2.3. Sample ................................................................................................................................................. 30 5.3. Methods of Data Analysis ........................................................................................................................... 31 5.3.1. Analysis of the Questionnaire ............................................................................................................. 31 5.3.2. Analysis of the Interview .................................................................................................................... 31 3 5.3.3. Analysis of Practices ........................................................................................................................... 33 5.4. Limitations ................................................................................................................................................... 36 5.5. Ethics ........................................................................................................................................................... 37 6. Results ................................................................................................................................................................ 39 6.1. Types of Food Media ................................................................................................................................... 39 6.2. Food Media Practices ................................................................................................................................. 42 6.2.1. Learning a new technique or dish ........................................................................................................ 42 6.2.2. Finding recipes .................................................................................................................................... 45 6.2.3. Entertainment practices ....................................................................................................................... 47 6.2.4. Social engagement ............................................................................................................................... 50 7. Discussion ........................................................................................................................................................... 51 7.1. Transition of Purpose .................................................................................................................................. 51 7.2. Media Power in Food Media ...................................................................................................................... 53 8. Conclusion ......................................................................................................................................................... 57 References .............................................................................................................................................................. 59 Appendix 1 – Questionnaire ................................................................................................................................. 66 Appendix 2 – Interview Guide ............................................................................................................................. 74 Appendix 3 – Codebook ........................................................................................................................................ 76 Appendix 3a – Codebook for first open and selective coding ............................................................................ 76 Appendix 3b – Codebook for second axial coding ............................................................................................. 76 Appendix 3c – Codebook for second axial coding after grouping ....................................................................
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