Jamie Oliver and Cultural Intermediation

Abstract

This paper examines how Jamie Oliver, an increasingly global celebrity chef, works as a cultural intermediary. It explores focus group data to demonstrate how he is received and used by different people. The paper explores instances of positive identification that are supported through a sense of personal familiarity with Oliver. It also tracks negative identifications where audiences refuse to accept the cultural and practical value of his culinary lifestyle suggestions. These identifications, whether positive or negative, are theorized as cultural intermediation. Intermediation should be understood as situated and coproduced as audiences bring moralized notions of self, other, class and gender to bear upon their view of Oliver and his influence in their life. Oliver's perceived normality is a key factor in allegiance and successful intermediation. Reports of familiarity and personal affinity are often seen as central to willingness to “try something new.” Consumer resistance to some of Oliver's culinary and social suggestions highlights the extent to which domestic notions of culinary and social normality are used to defend against his influence and deny his importance as a cultural intermediary. The power of celebrity chefs as cultural intermediaries should be considered as part of dynamic social processes.

Keywords:

• celebrity chefs
• cultural intermediation
• food media
• audience
• Jamie Oliver