Chapter 1.Introduction: Construction of class and lifestyle through the lens of Critical Discourse Analysis (CDA)
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1.1The focus
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1.1.1Class and lifestyle in post-socialist Slovenia: The TV cooking show Love through the Stomach
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1.1.2Media globalization, lifestyle programming and post-socialism
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1.1.3Localizing the global
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1.2CDA as a methodology: Discourse as language in use
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1.2.1Discourse as language in use
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1.2.2Discourse, text and intertexuality
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1.2.3Text, genre and style
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1.3CDA and hegemony: The ideological nature of consumption/lifestyle
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1.4CDA as a critical social science and critique of everyday life
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1.4.1CDA and lifestyle media
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1.5Tools for analysis
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1.6Outline of the book
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Chapter 2.Modern consumption, class and lifestyle in the time of global media
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2.1Consumption, postmodernity and globalization
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2.1.1Consumer culture and postmodernity
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2.1.2Cultural globalization as homogenization and heterogenization
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2.2Lifestyle
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2.2.1Lifestyle as a postmodern identity project
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2.2.2Lifestyle, class and distinction in Bourdieu’s social theory
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2.2.2.1A critique of Bourdieu’s theory
2.2.3The continuing relevance of class in lifestyle theory
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2.3Lifestyle media and celebrity chefs as postmodern celebrities
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2.3.1Chefs as celebrities: Authority and expertise in postmodernity
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2.3.1.1Contexualizing celebrity
2.3.1.2Postmodern food expertise and chefs as celebrity experts
2.3.1.3Chefs as global brands
2.3.2Global lifestyle media: Cooking shows as global genres
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2.3.2.1Cooking shows as global genres
2.4Cookbooks as lifestyle manuals
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2.4.1Cookbooks and recipes as genres – a brief historical overview
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2.4.1.1Recipes
2.4.2Postmodern celebrity cookbooks and cookbooks as spin-offs
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2.4.2.1Cookbook imagery and food-porn
2.4.2.2Multiplatforming
2.5Conclusion
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Chapter 3.The Discursive construction of the Naked Chef brand in Jamie Oliver’s English and Slovene cookbooks
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3.1Jamie Oliver’s lifestyle brand in English: Who he is and what he represents
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3.2Constructing lifestyle via language style in Oliver’s the Naked Chef
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3.2.1Conversational style
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3.2.2Foregrounding and figurative language
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3.2.3Evaluative language
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3.2.4Nostalgia
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3.3Jamie Oliver’s shows and cookbooks in Slovenia
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3.3.1The Naked Chef brand in Slovene
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3.3.1.1Standard Slovene with various stylistic elements
3.3.2.2Interdiscursivity, intertexuality and nostalgia
3.4Conclusion
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Chapter 4.Food advice in socialist Slovenia: From TV to cookbooks
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4.1The media in socialist Slovenia
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4.2Food advice on Slovene television during socialism: An overview
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4.2.1Early TV cooking in Slovenia: Ivan Ivačič’s cooking shows in the 1960s
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4.2.2Cooking on TV 1970–1990
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4.2.2.1TV without the stomach and the discourse of health
4.2.2.2Cooking and advertising
4.2.2.3Short docu-food advice
4.2.3Cooking for children towards the 1990s
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4.3Lifestyle advice in women’s magazines
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4.4Food advice in Slovene language cookbooks
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4.4.1Cookbooks in Slovene from their beginnings: A brief overview
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4.4.1.1The first cookbook in the Slovene language
4.4.1.2Cookbooks for the working classes
4.4.2Cookbooks in Slovene from postwar cooking to the changing 1990s
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4.5Conclusion
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Chapter 5.
Authority, professionalism and nutritionist discourse in two prominent Slovene cookbooks from the 1980s and 1990s
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5.1Topic analysis: An overview of cookbook content
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5.2Social actors – from instruction to “in”/”out” group formation
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5.2.1Instruction in Slovene: The construction of an in-group
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5.2.2Construction of “us” vs “them” in cookbooks
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5.3Constructing scientific objectivity: Describing objects and processes
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5.3.1Nutritionist discourse
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5.4Perspectivation and the invisible expert
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5.5Conclusion
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Chapter 6.Celebrity chefs in post-socialist Slovenia: Performance of class and lifestyle through language style in love through the stomach spin-offs
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6.1The media and TV cooking in post-socialist Slovenia: Some context
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6.1.1Cooking on TV in the 1990s
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6.2Love through the Stomach as a local TV cooking show
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6.3Topics analysis: From instruction to edutainment
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6.3.1Ingredients and preparation of food
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6.3.2Foreign foods
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6.3.3Family, children and friends: Synthetic personalization of relationships
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6.3.4Art, literature and travel
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6.4Language style in celebrity cookbooks: From object construction to point of view
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6.4.1Object description and language style
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6.4.2Mitigation and intensification: Constructing taste
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6.4.3Construction of several points of view
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6.5Analysis of cookbook images
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6.5.1Images in the Novak cookbooks
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6.6Conclusion
134
Chapter 7.Discursive contruction of culinary authority: The novaks as new authorities on Slovene cooking
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7.1Constructing authority discursively
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7.1.1Authorization
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7.1.1.1Celebrities as role models
7.1.1.2Expert authority
7.1.1.3Authority of tradition
7.1.2Moral evaluation
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7.2
Lifestyle, class and authority: The Novaks as the new authorities on family cooking
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7.3Conclusion
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Chapter 8.Conclusion
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8.1Summary of the book
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8.2Slovenia as a case study: Some limitations and the global lifestyle food discourse in other contexts
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8.3A useful intersection between Food Studies and CDA
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