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Introduction
Modern television is hard to imagine without popular culinary programs created by so-called celebrity chefs. The most famous among them at the moment is Gordon Ramsay and Jamie Oliver, who became popular for hosting cooking shows, publishing recipe books, and developing restaurant businesses. It is noteworthy that the two chiefs are in a long-term feud due to a series of offensive statements toward each other (Kindon; Sulway). However, Gordon Ramsay and Jamie Oliver have a number of differences that may be new to their mutual dislike. In particular, the two chefs differ in their views on cooking, use contrasting methods of appealing to the audience, and have diverging perceptions of the status of a celebrity chef.
Comparison of Gordon Ramsay and Jamie Oliver
First of all, Gordon Ramsay and Jamie Oliver have different approaches and views on cooking. Gordon Ramsay is the owner of many Michelin stars and is an adherent of haute cuisine principles. Jones actively criticizes this position since, according to the researcher, focusing on haute cuisine for a chef with such popularity is socially problematic in conditions of economic instability (17). In turn, Jamie Oliver became famous for his focus on casual recipes that ordinary people can repeat at home. Clarke et al. note that this aspect allowed the chef to gain particular popularity among people with average and lower incomes (87). Thus, the two chefs focus on different audiences and promote distinct approaches to cooking.
Chiefs have not only different views on the profession but also polar opposite temperaments, which form the basis of their audience appeal Gordon Ramsay is famous for his tough and eccentric character, which in many ways has become his hallmark in the media space. Soneji et al. underline that Ramsay revolutionized the television cooking scene with style radically different from previous eras (462). Jamie Oliver, in turn, presents himself as a socially responsible chef without relying on shocking behavior. In particular, in many of his often controversial television shows, he views cooking as part of broader social concerns (Piper 246). Thus, the two chefs appeal the audience in different ways, using contrasting emotional mechanisms.
The two chefs also differ in how they perceive their position as a celebrity. Gordon Ramsay is a fierce opponent of this status, emphasizing that he is not a celebrity chef (Zopiatis and Melanthiou 542). In a 1999 episode of Gordon Ramsays Boiling Point, he stated, I am not a celebrity chef& Lets get it right. I am a cook (00:01:30). In turn, Jamie Oliver happily accepts this title and speaks positively about the role of celebrity chefs in society. In particular, Barnes notes that Oliver believes that such chefs have a significant impact on advancements in cooking, the culture and ethics of food, and the formation of healthy consumption practices (174). Thus, the two chiefs differ in their perception of their media position and their role in society.
Conclusion
Thus, Gordon Ramsay and Jamie Oliver have a number of distinctive features that form the basis of their individuality. The two chefs differ in their views on cooking, on the principles of appeal to the audience, and also in the perception of the celebrity chef status. These differences allow them to occupy separate niches in the field of television cooking and create unique shows. Both Gordon Ramsay and Jamie Oliver have their own audiences and pursue different goals in their culinary activities.
Works Cited
Barnes, Christine. Mediating Good Food and Moments of Possibility with Jamie Oliver: Problematising Celebrity Chefs as Talking Labels. Geoforum, vol. 84, 2017, pp. 169-178.
Clarke, Theresa, et al. Celebrity Chef Adoption and Implementation of Social Media, Particularly Pinterest: A Diffusion of Innovations Approach. International Journal of Hospitality Management, vol. 57, 2016, pp. 84-92.
Gordon Ramsays Boiling Point Episode 1. YouTube, uploaded by Abita this Abita that, Web.
Jones, Marc T. A Celebrity Chef Goes Global: The Business of Eating. Journal of Business Strategy, vol.30, no. 5, 2009, pp. 14-23.
Kindon, Frances. Gordon Ramsays Hurt over Jamie Olivers Throwaway Remark Before Tragedy Mended Rift. Mirror, 2021, Web.
Piper, Nick. Audience Jamie Oliver: Embarrassment, Voyeurism and Reexive Positioning. Geoforum, vol. 45, 2013, pp. 346-355.
Soneji, Dipesh, et al. How Gordon Ramsay Appeals to Consumers: Effects of Self-Concept Clarity and Celebrity Meaning on Celebrity Endorsements. Journal of Strategic Marketing, vol. 23, no. 5, 2015, pp. 1-12.
Sulway, Verity. Gordon Ramsays Bitter 10-Year Feud with Jamie Oliver Sparked by Cruel Pig Remark. Irish Mirror, Web.
Zopiatis, Anastasios, and Yioula Melanthiou. The Celebrity Chef Phenomenon: A (Reflective) Commentary. International Journal of Contemporary Hospitality Management, vol. 31, no. 2, 2019, pp. 538-556.
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