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Abstract
The claim from many health promoters in the United Kingdom that TV and cooking programs influence the way food is prepared and cooked is explored using data from a large quantitative survey of the English population supported by focus group research.
TV cooking programs rate low as an influence on cooking behavior. The viewers of TV cooking programs see them as entertainment and adopt a sophisticated approach to their viewing. The celebrity chef is seen as an entertainer and not necessarily someone who will provide reliable advice on cooking and health matters. The results suggest that the use of public information or specific educationally commissioned programs from a health promotion perspective are limited in their appeal.
Cooking programs appear to have an influence on the aesthetics of viewing, with viewers using them as a window on a wider social and cultural world. The implications of these findings are that health promotion policy and practice should be reoriented to support factors identified as important in helping people learn about cooking, such as the family and schools.