<p>Aim: The purpose of this paper is to see if there has been a change over time in the performance and in the spoken word of the Swedish cooking programs. By testing the theory of intimization on the cooking programs I get the opportunity to see if the border between the private and the public have become clearer or more difficult to notice, and if the new language, the informal language as intimization entails, has been used in Swedish cooking programs since the 70s until today, or if there´s ever been a formal language in Swedish programs? Method/Material: I'm using a rhetorical approach that includes a three-step analysis. Analysing the context, means to persuade and performance. The empirical material I intend to analyze is Swedish cooking programs from the 70s until today, 2010. I´ve chosen a program from each decade except the 2000s, where I´ve chosen two, depending on the overwhelming amount of Swedish cooking programs during that decade. Main Results: The language and performance in the Swedish cooking programs are becoming more informal and in some cases extreme. There are still formal cooking programs, but today's open society is better built for the informal programs than it was before.</p>

Aim: The purpose of this paper is to see if there has been a change over time in the performance and in the spoken word of the Swedish cooking programs. By testing the theory of intimization on the cooking programs I get the opportunity to see if the border between the private and the public have become clearer or more difficult to notice, and if the new language, the informal language as intimization entails, has been used in Swedish cooking programs since the 70s until today, or if there´s ever been a formal language in Swedish programs? Method/Material: I'm using a rhetorical approach that includes a three-step analysis. Analysing the context, means to persuade and performance. The empirical material I intend to analyze is Swedish cooking programs from the 70s until today, 2010. I´ve chosen a program from each decade except the 2000s, where I´ve chosen two, depending on the overwhelming amount of Swedish cooking programs during that decade. Main Results: The language and performance in the Swedish cooking programs are becoming more informal and in some cases extreme. There are still formal cooking programs, but today's open society is better built for the informal programs than it was before.