Cooking with Bimby in a moment of recruitment: Exploring conventions and practice perspectives

Every two minutes, one Bimby is sold somewhere in the world. This multi-food processor (also known as Thermomix) has gained wide sales success in many southern European countries and promises to revolutionize the way people cook, learn about cooking, coordinate and plan food practices at home. In a...

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Veröffentlicht in:Journal of consumer culture 2011-03, Vol.11 (1), p.37-59
1. Verfasser: Truninger, Monica
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description Every two minutes, one Bimby is sold somewhere in the world. This multi-food processor (also known as Thermomix) has gained wide sales success in many southern European countries and promises to revolutionize the way people cook, learn about cooking, coordinate and plan food practices at home. In a period where debates about cooking skills are paradoxical; some voices concerned with deskilling, while others enhance the visibility of cooking education in the media, this domestic technology is heralded as a ‘magic’ gadget that turns dreadful cooks into notable ‘chefs’. This processor cannot be purchased in shops; it is being directly sold by salespersons that make a demonstration in future clients’ houses. These are usually social events where the host invites friends and family for a free meal swiftly produced by Bimby under the demonstrator’s supervision. Demonstrators can be seen as cultural intermediaries both marketing the product and conveying normative and symbolic messages about cooking, and also instructing on technology use. The event mixes economic, social and cultural elements, and offers a good illustration of the cultural economy workings operating in it. Based upon a case study of a demonstration — seen as a moment of recruitment of new cooking practitioners — the article examines issues around cooking competence informed by theories of practice (Shove and Pantzar, 2005; Shove et al., 2007) and conventions theory (Boltanski and Thévenot, 2006 [1991]; Thévenot, 2006). It is suggested that bringing a conventions together with a practice perspective offers up the possibility of developing a distinctly sociological account to analyse cooking competences in particular, and practices more generally.
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subjects Case studies
Competence
Conventions
Cooking
Europe
Family
Food
Food consumption
Food Preparation
Food processing industry
Friendship
Household equipment
Marketing
Products
Recruitment
Sales
Sociability
Supervision
Technology
Work skills
title Cooking with Bimby in a moment of recruitment: Exploring conventions and practice perspectives
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