Cooking in TV commercials: Representations of the impact of industrialization and informatization in domestic culinary work

Abstract

The goal of this paper is to characterize some of the transformations undergone by work from the industrialization of the productive system, and to discuss its impact on domestic culinary work. The reflection develops from the intersection between communication and consumption of this domestic cooking practice, illustrated in the narrative of three advertising videos that reflect the scene of this sociocultural context: seasoning Knorr Meu Feijão, instant soup Vono and electric pressure cooker Viva Digital Philips Walita. Contributing to the discussion are authors who study the representative role of advertising and consumer discourse in society, such as Dominique Maingueneau, Everardo Rocha, Néstor García Canclini and Michel de Certeau, and who look at modern industrialization and its impact on labor, such as Karl Marx , Harry Braverman, Richard Sennet and Claude Fischler.