Abstract
ABSTRACT Images portrayed in online media may influence societal perceptions of chefs, with the potential to perpetuate gender segregation in the professional kitchen. Little scholarly attention in previous research has been given to the examination of gender and images in hospitality media. This article aims to fill that gap through an exploration of how online hospitality media may socially construct the gendered nature of the chef profession. The visual research method — the use of images to learn about the social world — was used to analyse 315 images collected from lifestyle magazines accessed online, food event websites, hospitality and restaurant industry-related websites, cookbooks and cooking equipment websites in New Zealand. Specifically, images depicting male and female chefs were sourced and analysed in relation to their gender representation. The findings revealed a marked difference between the portrayed images of male and female chefs. Not only did female chefs feature less frequently in the images, they were also predominantly portrayed in more domestic settings, with feminine aspects emphasised. The potential implications of these results are discussed, including the reinforcement of gender stereotypes underpinning segregation in the chef profession.
Highlights
Within the chef profession in the Western world, men appear to outnumber women
The visual research method — the use of images to learn about the social world — was used to analyse 315 images collected from lifestyle magazines accessed online, food event websites, hospitality and restaurant industry-related websites, cookbooks and cooking equipment websites in New Zealand
As this study explores the use of images depicting male and female chefs portrayed on online media, a qualitative methodology employing visual research methods was applied
Summary
Within the chef profession in the Western world, men appear to outnumber women. Statistics show that only 18.5 per cent of Britain’s top chefs were women In Australia, statistics from the New South Wales region reported the chef profession as one of the top occupations for gender segregation, where 21 274 were male and only 4 385 were female (Women NSW, 2012). In New Zealand, being a chef was one of the top 20 occupations for males in 2013 (Statistics New Zealand, 2015). A 2017 study investigating the top 50 ranked restaurants announced in New Zealand’s Metro magazine concluded that, out of the 50 restaurants, only nine featured female executive chefs. This figure dropped to five restaurants in the 2018 Top 50 list (Metro, 2017)
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