The purpose of this study is to examine how a particular niche in tourism can attract international visitors to a certain destination. To do this, the Swedish food culture was used as a tool to find out how it is marketed to attract international visitors to Sweden. International visitors today wants to find destinations with a rich culture, authentications and traditions to get closer to the destinations identity. The study examines how three of the biggest companies, who works with the promotion of Sweden to an international audience, using the Swedish food culture as a marketing tool. We find that the visitor would like to get closer to the Swedish identity, which the Swedish food culture helps with. / Syftet med denna studie är att undersöka hur en viss nisch inom turism kan locka besökare till en destination. För att göra detta används den svenska matkulturen som hjälpmedel och vi tar reda på hur den marknadsförs för att attrahera internationella besökare att resa till Sverige. Internationella besökare söker sig idag i större utsträckning till destinationer där de får vara med och ta del av det som identifierar platsen, dess tradition, kultur och det autentiska. Studien undersöker hur tre av de största aktörerna, som jobbar med främjandet av Sverige mot en internationell målgrupp, använder sig av Sveriges matkultur som ett marknadsföringsverktyg. Vi finner att besökaren gärna vill komma närmare den svenska identiteten vilket den svenska matkulturen hjälper till med.

The proliferation of niche cable programming in the U.S. post-network era includes a meteoric rise in food television. Indicative of this move toward an increase in food-related programming is the recent unveiling of the cable offering Cooking Channel. Creators behind Cooking Channel have worked to establish a distinct brand, describing the channel as a place for “food people” who are authentically and passionately “interested in upping their food IQ” (Scripps). The discourse surrounding the Cooking Channel launch is further complicated by the fact that men have an ostensibly larger presence on the channel. Men are featured in promotional spots, press releases, and on programs that take viewers on quests to increase their cultural food capital. This project works to unravel the gendered discourses surrounding the U.S. launch of Cooking Channel, asserting that the discursive site of the foodie is leveraged in an attempt to construct a foodie identity via gendered social distinction processes. The project initially analyzes the paratextual dialogue produced by mainstream press in order to highlight the negotiation among voices charged with creating the channel’s brand. The press – spearheaded by Cooking Channel parent Scripps Networks Interactive – provides an introduction to the channel that invokes consumption of new foodie content and a streamlined branding process that is divided along historically gendered binaries. The project then considers the ideological structures that underpin Cooking Channel’s programming and reinforce its identity as steeped in the pervasiveness of perpetual normative gender ideology. In turn, the final portion of the project uproots normative and hegemonic ideals with its focus on gender liminality, considering Cooking Channel as a conflicted site of negotiation that reflects shifting discourses of masculinity and femininity. These analyses merge to form a compelling look at how gender is situated in Cooking Channel’s construction of a niche cable brand. / text

The thesis deals with the Czech food blogosphere and its development. It describes food studies and theoretical disciplines which had participated on the development. It presents current trends of online gastronomy. It defines blogs with the short note of the Web 2.0, describes their history. Also mentions the authors of the blogs as online influencers who might influence own readers and their opinions. It is followed by the history of foreign and Czech food blogs with their main representatives. Commercial possibility of blog and professionalism of bloggers is also mentioned. Part of the thesis presents the external and internal motivations to write blog. Shortly, the thesis describes the critism of food blogs and also the plagiarism issues. The thesis presents the future of blogging as well. The conducted qualitative research is based on six semi-structured interviews with food bloggers and deals with their opinions of the Czech food blogosphere and creating and maintaining the blogs. It researches their motivation to write and tries to find out the positive and negative aspect of blogging and presumed development of Czech food blogs.

This diploma thesis discusses Instagram as a means for spreading trends in gastronomy with a focus on gastronomy and related trends in the field specifically from the Czech Republic. The author tries to map the influences that the online environment can have on their formation, especially the social network Instagram. After a thorough acquaintance with the environment of social networks, the social network Instagram, its influence on the spread of experiences, trends and the media environment in general, is described in more detail. The author seeks to clarify whether what is happening on this network can guide the direction of what is popular in the gastronomic environment, understand the role that well-watched creators from Instragram play in society and what it means for ordinary users to share food experiences. "Influential" users from the gastronomic sphere on Czech Instagram and their further connection with the media environment are presented. In the research, the author determines, via the form of a structured questionnaire (which was attended by 1143 respondents from the environment of social networks), what role Instragram plays in spreading gastronomic trends in the Czech Republic. The data obtained is supplemented with opinions based on interviews with representatives from the Czech...