Made available in DSpace on 2016-04-26T18:13:19Z (GMT). No. of bitstreams: 1 Cynthia Arantes Ferreira Luderer.pdf: 29790116 bytes, checksum: 97aca5a01e9aa4cc8b22ad46f6298dfa (MD5) Previous issue date: 2013-09-24 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The objective of this research is to investigate the construction process of the image of chefs as celebrities in the boom period of gastronomy in Brazil, examining the logic of the spectacle inherent in new food models implemented in the last 20 years. The cuisine has gained importance in Brazil since 1990, becoming valued and exposed in different medium. In this context the created scenario results is an outstanding image creation of the chefs, and other professionals, as restauranters , nutritional specialists, students and technologists speeches, including press officers, journalists and critics. The new proposals and food choices are now disclosed by these actors within a show, where the audience is asked to participate in blogs, television, radio, newspapers, reality shows and magazines in the area. This confluence arises our research question: how the communicative devices from luxury magazines intervene in the construction of a show in which chefs are transformed into celebrities and as such promote new food fashion to be followed? The research corpus is composed of 25 copies of the magazines: Gula, Alta Gastronomia, Menu, Prazeres da Mesa e Go Where-Gastronomia, published in an interval of five years, since 1991, as well as the annual guide gastronomic magazine SEE Eating and Drinking in the period 2004-2010. The analysis methodology used in this research was the analysis of discourse anchored in Charaudeau and Prado, from which we study the contracts of communicative media printed evaluated. In addition to the bibliographic resources, the study was conducted in the field, with participant observation, interviews with Brazilian professionals and foreigners working in the gastronomic field and questionnaires administered to students. The central hypothesis indicates that the chefs presented as celebrities become the central characters of narratives of speakers of an emerging market power, which excels in dictating rules and models to keep a new cycle of active consumption. The concept of the field of gastronomy is supported by Bourdieu and culinary capital is presented by Naccarato and Ms. LeBesco. Aspects of the spectacle, which embodies the cuisine, were approached from Debord. Besides authors who discuss semiotics and socio cultural urban consumption, to address aspects relevant to food anthropology, this study is based on Arnaiz and Contreras / como celebridades no período do boom da gastronomia no Brasil, examinando a lógica do espetáculo inerente aos novos modelos alimentares implantados nos últimos 20 anos. A gastronomia ganhou importância no Brasil a partir de 1990, passando a ser valorizada e exposta nos diversos meios de comunicação. No cenário construído nesse contexto, resultam destacadas as figuras dos chefs de cozinha, além de outros profissionais, como restauranters, especialistas da área de alimentação, estudantes e tecnólogos de discursos, entre os quais assessores de imprensa, jornalistas e críticos. As novas propostas e escolhas alimentares passaram a ser divulgadas por esses atores no âmbito de um espetáculo, em que o público é convocado a participar em blogs, programas de televisão, rádio, jornais, reality shows e em revistas especializadas na área. Nessa confluência se coloca nossa questão de pesquisa: como os dispositivos comunicativos das revistas de luxo intervêm na construção de um espetáculo em que os chefs de cozinha são transformados em celebridades e, como tais promovem novas modalizações alimentares para serem seguidas? O corpus da pesquisa é constituído por 25 exemplares das revistas: Gula, Alta Gastronomia, Menu, Prazeres da Mesa e Go Where-Gastronomia, publicadas em um intervalo de cinco anos, desde 1991, bem como o guia anual gastronômico da revista VEJA, Comer e Beber, no período de 2004 a 2010. A metodologia de análise empregada nesta pesquisa foi a análise do discurso, ancorada em Charaudeau e Prado, a partir da qual estudamos os contratos comunicativos das mídias impressas avaliadas. Além dos recursos bibliográficos, a pesquisa foi desenvolvida em campo, com a observação participativa, entrevistas elaboradas com profissionais brasileiros e estrangeiros que atuam na gastronomia e questionários aplicados a estudantes. A hipótese central indica que os chefs de cozinha, apresentados como celebridades, passam a ser os personagens centrais de narrativas dos enunciadores de um mercado emergente da alimentação, que prima em ditar regras e modelos para manter um novo ciclo de consumo ativo. O conceito de campo da gastronomia está apoiado em Bourdieu e o de capital culinário é o apresentado por Naccarato e LeBesco. Os aspectos do espetáculo, no qual se insere a gastronomia, foram abordados a partir de Debord. Além de autores que discutem a semiótica e o consumo sócio cultural urbano, para abordar os aspectos relevantes à antropologia da alimentação, este estudo está fundamentado em Arnáiz e Contreras

The purpose of this doctorate thesis is to investigate the historical discursive construction of swedishness and foreignness in the Swedish culinary field, primarily during the period of 1900-1970, and to relate the changes in the articulation of these concepts to the overarching ideological shifts during this time-period. To achieve this objective a conceptual apparatus inspired by cultural studies, discourse analysis and rhetorical analysis is employed upon the primary material, which consists of Swedish- and foreign-signified cookbooks published in Sweden during the period of 1600-1970. It is further argued that communities of consumption, such as nationalized culinary cultures, are discursive constructions and that actors attempt to write individuals into these communities through the articulation of nationalized subject positions. In the thesis it is thus investigated how, when and perhaps why certain actors on a field attempt to discursively construct such communities of consumption during a certain era. The chapters 2-5 of the thesis contain analyses of the historical construction of foreignness on the Swedish cultural field. Here various trends are traced in the construction of individual foreign cuisines, both in relation to each other and to the concept of culinary swedishness. An analysis is also made of the varied rhetoric that is used to promote foreign-signified cooking to the Swedish public during the examined time-period. It is concluded that the variations in rhetoric seem to covariate with larger ideological shifts in Swedish society. Chapters 6 and 7 specifically examine the construction of swedishness in the culinary field by focusing on the construction of national culinary icons such as the Smörgåsbord and Husmanskost and also on the evolution of the ideas of a distinct Swedish palate and a Swedish national cuisine. As a result of this investigation the perhaps surprisingly late codification of a Swedish national cuisine during the 1960’s is noted. It is further argued that this development coincides with a shift in the popular mood, where “the Swedish way of life” increasingly comes to be seen as threatened by external forces such as foreign influences and modernity, why certain actors on the culinary field express a necessity for the codification of what is perceived of as the “true Swedish cuisine”. A paradoxical result of this urge for preservation is the construction of new cultural phenomena dressed in a traditionalist and nationalist rhetoric that anchors them in a distant past.