Unlike modern day chefs she shaped her own TV career and was not so much a product of TV marketing. She was a strong personality, well remembered for her domineering approach particularly towards Johnnie her husband and assistant on screen since 1955.
With attitudes to food and cookery having changed in the last 50 years TV and media has played its part. With the emergence of our multi-cultural society and the increase in foreign travel, many foreigners who have settled here have set up restaurants and food businesses. With our membership of the EEC and our supermarkets carrying a wide range of foods from around the world, there is a new attitude and awareness about food and tastes have changed. Modern day TV cooks who have grown up with these changes have taken advantage of this revolution.
Nigella Lawson can be strongly contrasted to Fanny Cradock with her highly laid back and relaxed attitude to cooking and eating. She cooks from the relaxed environment of her home kitchen and her well stocked pantry shows off foods from around the world. Her home, her family, her pantry and her love of food are very important to her. Her kitchen is modern clean and bright with the traditional touch of her pantry. It is well designed and equipped. She is portrayed by the camera as soft, sensual and fun-loving. She wears modern stylish expensive clothes. She looks colourful and fun-loving. The camera uses a mixture of Long, medium, close up, extreme close-up and tracking shots. The cameras continually switch between shots. An example of the use of a tracking shot is when she walks from her larder into the kitchen and the camera follows her at close range. The extreme close up is used when she is shown separating an egg white from the yolk. She has an intimate relationship with the camera, with many close-up shots of her hands at work and most importantly her face when she gazes into it to speak directly with her audience. The lighting used is soft and gentle mixed with natural light in the background. This creates a relaxed atmosphere and makes the food more appealing.
The introduction of colour to TV in 1970 has greatly enhanced the appeal of food on the screen.
Many modern day TV cooks have big personalities and have become TV celebrities as well as chefs by promoting themselves in other programs, projects and owning restaurants. One such chef is Jamie Oliver who is probably the youngest star of TV cookery today. Jamie appeals to all generations with his fresh, simple, recipes and style of cooking. Like many modern day TV chefs Jamie is a restaurant owner and has written books to accompany his TV series ‘The Naked Chef’. In 2002 he embarked on a project to train under-privileged youngsters to work in his London restaurant ‘15’. He continues to be involved with the charity ‘Cheeky Chops’ providing training for disadvantaged young people to become chefs. Jamie has also taken part in Sainsbury’s advertising, but his most biggest achievement to date is in getting the government to increase funding for school meals.
Jamie is an ordinary guy from Essex who while training to become a chef was spotted by a TV producer who changed his life. He has a lively friendly personality with a casual carefree attitude towards his cookery that appeals to the masses. He has tons of energy and enthusiasm and when he flies into action in the kitchen as if he is in a race. The guy on screen with Jamie is like a mate and he jokes around with him. The producers portray Jamie as a cool guy who likes to cook for his friends and have fun. In the kitchen he generally wears casual clothing such as t shirts, hoodies and jeans. His hair is a short modern style but a little scruffy. His food is simple and fun with no hidden secrets. He likes to give the Impression that anyone can do it.
He cooks in his own kitchen which like Nigella is well designed and equipped, but unlike her it is disorganised and messy. There are pans and bowls lying about. He uses extra large bowls and pans to show off his masculinity.
The camera shots used are a mixture of long, medium, close up and tracking shots. When Jamie is talking to his audience the camera is using long range shots to capture his body gestures. He is extremely gestured when he is explaining his recipes. The lighting is a mixture of studio and natural daylight creating a bright and lively atmosphere.
Jamie has an empathy with young people like himself particularly those who are disadvantaged. He has actively set out to set up projects to help young people and succeeded which has won him public praise and respect.
There is no doubt that TV cooks have played a huge role in promoting good food and cooking at home and in the restaurant market since the 50’s. Food cookery is now recognised as a creative art and a respected industry, where the individual style and personality of the chef matters.
By William Roberts
