PhD students Alexandra Rodney, Sarah Cappeliez, Merin Oleschuk & Professor Josée Johnston examine ideals of feminine domesticity in food blogs

Sarah CappeliezMerin Oleschuk

 

Sociology PhD students, Alexandra Rodney, Sarah Cappeliez, Merin Oleschuk, with Associate Professor Josée Johnston have recently published an article in the international multidisciplinary academic journal, Food, Culture & Society. The paper titled “The Online Domestic Goddess: An Analysis of Food Blog Femininities“, analyzes how idealized notions of femininity are demonstrated in blog posts written by female food bloggers.

We have posted the citation and abstract below. The full article is available on the Taylor & Francis Online Database.

Rodney, A., Cappeliez, S., Oleschuk, M., & Johnston, J. (2017). The online domestic goddess: An analysis of food blog femininities. Food, Culture & Society, 20(4), 685-707. doi:10.1080/15528014.2017.1357954

Scholars have explored how female food celebrities represent a realm of fantasy and desire, embodying attractive “domestic goddesses” who showcase the wonder and seduction of home-cooked meals. These studies have largely focused on television personalities and have overlooked the food blogosophere, a highly popular, digital realm of food media dominated by women. The blogosphere has its own prominent food personalities and occupies a central role as a source of information and inspiration for home cooks. This paper investigates how idealized food femininities manifest on popular food blogs by examining 426 blog posts written by twenty-two award-winning, female food bloggers. These bloggers forward a vision of idealized feminine domesticity that is glamorously seductive and rooted in the “real” life of everyday home cooks. This article illuminates food blogs’ paradoxical combination of idealization and mundanity. It argues that the online domestic goddess exemplifies women’s need to balance multiple, seemingly contradictory ideals: she must embody domestic success, while avoiding associations of perfectionism, excessive control, or laziness. This study of female bloggers nuances scholarly understanding of the domestic goddess fantasy by revealing the deep tensions in women’s food blogs, particularly the challenge of crafting a credible and appealing feminine voice in a postfeminist context.

Read the full article here.