Tasting but not Tasting: MasterChef Australia and Vicarious Consumption

Abstract

This article explores how people “taste” food media in order to develop cultural taste. It examines the vicarious consumption practices of three households of the popular reality television talent quest, MasterChef Australia (MCA). Vicarious consumption is the enjoyment of something, in this case gourmet food, through a third party (Veblen). The paper argues that the audience’s use of vicarious consumption is an empowering practice. As such, the article challenges Veblen’s negative view of vicarious consumption – the sentiment of which continues to underpin contemporary reality television and food media discourse (see Rousseau). Furthermore, this article expands upon Adema’s exploration of the practice in relation to food television in which she highlights that households gain more pleasure from watching food television rather than cooking and eating. Each audience member engaged in vicarious consumption and used MCA in conjunction with other food media for different reasons. For instance, one viewer used vicarious consumption to control her food intake, while another gained nostalgic pleasure from food media. These approaches to vicarious consumption allow the MCA viewers to negotiate conflicting discourses of cultural taste to construct a positive identity for themselves as "everyday foodies." "Everyday foodies" are individuals who embrace and incorporate an appreciation of gourmet food culture into their busy lifestyles, but are limited by time, money, health or confidence.