Betty Crocker's Picture Cookbook

A Gendered Ritual Response to Social Crises of the Postwar Era

Dados Bibliográficos

ID11372184
AutoresJennifer R Horner (autor correspondente)
Ano2000
Volume24
Fascículo3
Páginas332-345
Data de publicação2000-07-01
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoJournal of Communication Inquiry (JOURNAL)
Identificadores do periódicoISSN: 0196-8599 • E-ISSN: 1552-4612
EditoraSAGE Publications (PUBLISHER • US)
DOI10.1177/0196859900024003006
OpenAlexW2041203932
IdiomaEN
Citações recebidas7
Referências citadas14

The first edition of Betty Crocker's Picture Cookbook was an immediate best-seller in 1950, and remains the second culinary best-seller of all time. This article discusses the historical significance of the ideological discourse embedded within Betty Crocker. Using a framework derived from ritual studies, the author argues that the text reflects the cultural preoccupation with women's roles after the end of World War II. Through word and image, Betty Crocker's Picture Cookbook symbolically connects the domestic practice of modern women's cookery to the birth of the United States and, in turn, to the postwar renewal of the nation. The postwar reversal of women's wartime gains in the workplace and in the public sphere can be contextualized as a ritual response to wartime destruction. The author argues that the cultural phenomenon later identified as the feminine mystique by Friedan can be seen as a ritual response to perceived crises of returning servicemen and postwar social upheavals. Through examination of popular texts such as Betty Crocker, the ritual mechanisms for social change can be imagined and discussed

Aesthetics · Art · Cultural phenomenon · Ideology · Media studies · Political science · Politics · Sociology · World War II · American History and Culture · Anthropology · Asian American and Pacific Histories · History · Law · Race, History, and American Society