Abstract
Amid the constantly augmenting gastronomic capital of celebrity chefs, this study scrutinizes from a critical discourse analytic (CDA) angle how the Jamie Oliver brand managed to carve a global brand identity through a process that is termed (dis)placed branding. A roadmap is furnished as to how Italy as place brand and Italianness are discursively articulated, (dis)placed, and appropriated in Jamie Oliver’s travelogues, as well as how they are reflected in his global brand identity. By enriching the CDA methodological toolbox with a deconstructive reading strategy, it is shown that Oliver’s celebrity equity ultimately boils down to supplementing the localized meaning of place of origin with a simulacral, hyperreal one. In this manner, the celebrity’s recipes become more original than the original or doubly original. The (dis)placed branding process that is outlined in the face of Oliver’s global branding strategy is critically discussed with reference to the employed discursive strategies, lexicogrammatical, and multimodal choices.
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