Mastering the Brand: how 'ordinary' cooks achieve extraordinary (cookbook) success

Khamis, S

Mastering the Brand: how 'ordinary' cooks achieve extraordinary (cookbook) success

Khamis, S

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Publication Type:: Journal Article
Citation:: TEXT: Journal of Writing and Writing Programs, 2013, (24), pp. 1 - 8
Issue Date:: 2013

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Field	Value	Language
dc.contributor.author	Khamis, S https://orcid.org/0000-0002-6513-6844	en_US
dc.date.issued	2013	en_US
dc.identifier.citation	TEXT: Journal of Writing and Writing Programs, 2013, (24), pp. 1 - 8	en_US
dc.identifier.issn	1327-9556	en_US
dc.identifier.uri	http://hdl.handle.net/10453/116550
dc.description.abstract	Since 2009, Masterchef Australia has been a ratings and marketing juggernaut. Through numerous product placements and associated merchandise, it has become one of the most lucrative brands in Australia’s bourgeoning food-related media. While contestants’ cooking prowess and flair for ‘plating’ are ostensibly central to the show’s appeal, Masterchef Australia also draws from the more general conventions of reality television. For instance, contestants inevitably display more than their skills in the kitchen; they reveal (some say contrive) aspects of their personal lives that render them more or less attractive to viewers. This article considers how the winner of the inaugural series, Julie Goodwin, fashioned an endearing persona that was both relatable and inspirational. Her ‘everywoman’ image informed both her television journey – from ‘ordinary mum’ to series winner – as well as her various forays into various commercial projects, not the least of which were best-selling cookbooks.	en_US
dc.relation.ispartof	TEXT: Journal of Writing and Writing Programs	en_US
dc.title	Mastering the Brand: how 'ordinary' cooks achieve extraordinary (cookbook) success	en_US
dc.type	Journal Article
utslib.citation.volume	24	en_US
utslib.for	2001 Communication and Media Studies	en_US
utslib.for	1904 Performing Arts and Creative Writing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/School of Communication
utslib.copyright.status	open_access
pubs.consider-herdc	false	en_US
pubs.issue	24	en_US
pubs.publication-status	Published	en_US

Abstract:

Since 2009, Masterchef Australia has been a ratings and marketing juggernaut. Through numerous product placements and associated merchandise, it has become one of the most lucrative brands in Australia’s bourgeoning food-related media. While contestants’ cooking prowess and flair for ‘plating’ are ostensibly central to the show’s appeal, Masterchef Australia also draws from the more general conventions of reality television. For instance, contestants inevitably display more than their skills in the kitchen; they reveal (some say contrive) aspects of their personal lives that render them more or less attractive to viewers. This article considers how the winner of the inaugural series, Julie Goodwin, fashioned an endearing persona that was both relatable and inspirational. Her ‘everywoman’ image informed both her television journey – from ‘ordinary mum’ to series winner – as well as her various forays into various commercial projects, not the least of which were best-selling cookbooks.

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http://hdl.handle.net/10453/116550