Kenneth's+Media+Paper

Gendering in Food Network  When watching an innocent-looking television show like // Iron Chef America //, one might think that it would be fine to watch without worrying about things like "media literacy" or gender-related issues. However, even in the innocent shows of the Food Network, viewers must be vigilant of gender stereotypes. Depending on when a person watches, he or she will see shows that are targeted at very specific groups of people. During the day, when they expect that only a housewife would be at home, family oriented "home cooking" dominates Food Network. However, at night, when the man of the house comes home, Food Network airs more masculine, competition-based shows. Thus, the Food Network airs shows depending on who it expects to be watching and what they are expected to enjoy.  This past week, I was sick at home. While this was an unfortunate predicament, I was given the rare opportunity of watching television in the early afternoon when I would usually be in school. During this time, Food Network knows, or assumes, that the people who would be watching television are the housewives who are looking for new recipes to cook. Because these are generally the only people who would be home at this time, they air shows directed at them. This leads to shows like // Paula's Home Cooking // and // Giada at Home //, which bring up further controversy if one compares the two stars. Paula and her cooking are more grandmotherly and are directed at creating a family atmosphere. With her jokes and references to always adding more butter, Paula makes her guests and all her viewers feel like their loving grandmother. Giada on the other hand, clearly has her looks incorporated into the shows. Her shows could be directed at either a male or female audience. For male viewers, her beauty is definitely a positive. However, her looks can also attract female viewers. To a female audience, she represents someone who is both attractive and able to cook. This embodies what some feel to be an ideal housewife. These shows, along with shows like // Semi-homemade with Sandra Lee // and // Barefoot Contessa // slowly walk through each step of the cooking process and are calmer and more relaxing. The host speaks slowly and in a friendly manner so viewers can enjoy themselves while learning a new recipe.  On the other end of the spectrum, towards the evening and at night, Food Network targets the audience that comes home from a long day's work or school. In the evening, Food Network seems to target a more masculine audience. Almost all the hosts and stars are male and the shows are more competition-based. Shows like // Iron Chef America // and // Throwdown with Bobby Flay // are made up almost entirely of men and are high-speed competitions with very little explanation of what is being done on the cutting board or in the bowl. These competitive shows probably showcase fewer women as they may believe that women lack the aggressiveness and intensity required to prevail in such competitions. Even the one female member of // Iron Chef America //, Cat Cora, is much more masculine than the other female stars of Food Network. On the Food Network website, the pictures of other female stars are warm and welcoming. Cat Cora's picture is more intimidating and serious as she is forced to put on the persona of being one of the undefeatable Iron Chefs (Food Network). In these action-packed competitions, the stars have no time to stand around and explain to the viewers what they are doing. The viewers are also not there to watch an explanation. They are there to watch a heated battle between the best chefs. While the types of food made are not necessarily very different between the cooking shows and cooking competitions, the way they are made and the intensity throughout the show is very different. In // Diners, Drive-ins, and Dives //, masculinity is everywhere as large, greasy hamburgers and sandwiches are showcased. The Food Network assumes that compared to women who are typically more careful of what they eat, men would be more interested in watching such shows about junk food and barbeques.  By watching Food Network during different times of the day, I was able to see different aspects of it. During the day, when Food Network expects housewives to be home, family-oriented cooking shows are aired with a warm host explaining how to prepare a nice meal. At night, when the men are expected to have returned from work, Food Network shows the competitions between the best chefs fighting for dominance. An audience watching during the wrong time of the day could find themselves bored and perhaps confused. Each show is meant for a specific group or even gender. However, a housewife looking to watch some heated battles would have to wait until night time to watch them. Similarly, a man who happens to want to watch cooking shows would be unable to do so as they are working when they are aired. Work Cited // Food Network - Easy Recipes, Healthy Eating Ideas and Chef Recipe Videos //. Web. 23 Feb. 2011. .