Living a Dream Life: Creating an Image of a Cookbook Author in Early 2000s Russia
Author : Elizaveta Litovskaia
Keywords : lifestyle literature, cookbooks, image of an author, self-presentation strategies, Russian daily culture
An unprecedented surge in lifestyle literature marked the early 2000s
in Russia. Symptomatic of this phenomenon was an extraordinary outpour
of lifestyle journals, blogs, and TV shows. One aspect of this new literature
was a novel interest in food culture. This new food culture was supposed to
be one of the many Western habits that new Russia had to incorporate to
become a globalized country after years of isolation. If, on the one hand, the
1990s were a time to learn how to behave with new money, the 2000s and
early 2010s, on the other hand, would be the time to learn how to spend it
in style. Together with fashion magazines, foreign movies, books, and TV
series, cookbooks and gastronomic magazines became the new textbooks of
Western lifestyle. One of the distinguishing features of this novel culinary
discourse was the significance of the culinary text’s author: a professional chef
or a celebrity, a popular columnist or a historian, basically anyone who could
offer their audience some new authentic knowledge. Among the numerous
books published then, Anahit Piruzyan’s book Elle: Cooking Diary: Stories
with Recipes (Elle: Кулинарный дневник. Истории с рецептами) stands
out. She chooses an unusual strategy for her traditionally (and primarily)
didactic culinary discourse: she published not just recipes or even recipes
with history but rather stories with recipes. Recipes as cooking manuals became secondary in comparison with the self-presentation of the author,
who was a successful culinary columnist, an expert on bourgeois American
culinary culture, and a so-called Global Russian who could now be described
as an influencer in a pre-influencer era who created an image of the ideal
modern woman of the 2000s and thereby attracted the broad attention of
the female audience of Elle fashion magazine. In this article, I aim to answer
what and how she talks about herself to gain the trust and interest of her
readers, how she pictures herself as a culinary enthusiast, and what makes
her so unique among other cookbook authors of the same time.