
Ariana Gunderson: What is the top argument you hope readers take away from Digital Food TV: The Cultural Place of Food in a Digital Era?
Michelle Phillipov: Essentially, the book’s central argument is that food TV’s digital transformation disrupts many of our previously scholarly assumptions about what food TV is, as well as what it does – culturally, politically, industrially.
Newer forms of digital food media remain deeply intertwined with legacy food media (with respect to their textual conventions, industrial logics, and audience pleasures), and there is far more blurring and cross-pollination between legacy and digital genres and industries than is typically acknowledged. But there are also key differences that are not yet well understood. To give an example: many previous studies – including my own! – have tended to understand the politics of food TV as primarily a politics of food. These studies have focused, for instance, on television’s role in shaping ideas about what constitutes good food, healthy eating, appropriate and desirable subjectivities and bodies, and so on.
Yet, the sustained popularity of digital food media now enables digital food TV to intersect with a range of additional questions and concerns. Put simply – and this is really the book’s key argument – the politics of digital food TV are now rarely to be found in its manifest textual content. Rather, they are to be found in the affects that its texts give rise to – for example, cultivating new forms of audience and industry labor which recast work as leisure (as I argue in Chapter 2), or offering new forms of identification and immersion that provide testing grounds for digital platforms’ market rationalities (as I argue in Chapter 3).
Ariana Gunderson: Your book calls for an analysis of food TV that goes beyond the textual, to include “what is imagined by digital food TV” and “what is made possible (or impossible) in these imaginings” (110). How did you go about that methodologically, and what makes that approach particularly fruitful for you?
Michelle Phillipov: Early in my career, I wrote a paper called ‘In Defense of Textual Analysis’, which argued that textual analysis, as a method, provides important analytical insights that are largely inaccessible through other means. Scholars invested in empirical methods can often dismiss the insights of textual analysis as merely anecdotal. And while it is certainly the case that the findings of most textual analyses are not replicable by other researchers (except perhaps those that describe the manifest content of texts, such as content analysis), they do provide ways of thinking differently about textual content. This is particularly due to the ability of textual analysis to uncover meanings and interpretations that may otherwise remain unexplored or unidentified by empirical methods.
My approach to textual analysis always goes beyond the text to consider the broader cultural, industrial, infrastructural and, yes, textual work that food TV texts do. In the specific context of this book, what this means methodologically is that I attempt to work at the intersections of textual representations, televisual production practices, and digital platform infrastructures: that is, to consider audience–text–infrastructure–industry simultaneously in my analysis.
What this approach does is not only take us beyond the manifest content of food TV texts, it also takes us beyond the food itself to consider what else is made possible by food TV’s representations. Admittedly, some of the ideas that I outline in the book do tend to lean towards the negative (for example, the role of new digital forms in masking exploitation, concealing commercial logics, weakening activist commitments), but there are also some moments of possibility – some possible re-imaginings – that I point to. For example, I use Misha Kavka’s concept of the cusp formation to explore the ways in which the textual intimacy and supposed closeness of the digital can enable new forms of connection between viewers that disrupt typical public/private boundaries and, in the case of the examples I use, link home cooking to broader food justice initiatives. Put simply, the digital can offer opportunities to do food differently if we can take the analytical opportunities offered by textual analysis to think food (and food media) differently, and this is one of things I am trying to do in this book.
Ariana Gunderson: The synesthetic experience of haptically scrolling on a phone through ASMR food videos with brain-tickling noises and fantastically fast food preparations produces what you call an “excess of affect,” (72). These food videos, you argue, operate as an example of Brodmerkel and Carah’s (2016) “affect switches,” or touchpoints where bodies and media systems come into affect-laden contact. How does food video as affect switch affect both the viewer and your analysis of the material?
Michelle Phillipov: Such videos affect the viewer primarily by situating them in the material – offering visual continuity between the hands preparing the food on screen and the viewer’s hands as they hold their digital device, or providing the viewer the point of view of the eater or the cook – in ways that give rise to immersive experiences. Analytically, the key is the excess of affect these experiences produce.
In the book, I give an example of a video that depicts the making of a layered crepe cake. Filming lingers on each step of the production process far longer than is necessary for instructional purposes – we see disembodied hands cooking all ten crepes in five different colors (when just one or two would have been enough to demonstrate the process), whipping the cream in nearly real time, plus almost two full minutes preparing and portioning the cake for eating. I read the video as more akin to an ASMR experience for relaxation, comfort, and calm than a how-to for people to make the cake at home. This is significant because short form food videos have typically been understood by scholars as tools of cooking instruction or inspiration but, actually, I think they offer all sorts of pleasure to the audience.
However, it is important to remember that while such excesses of affect are sources of pleasure for audiences, they also serve as touch points between bodies and calculative systems in ways that bring both bodies and data into the service of the algorithmic and market rationalities of digital platforms. Let’s be clear: our viewing habits, including of legacy media, have always been monetized, but the ways in which this occurs has previously been visible to us (for example, we would see the ad breaks, or the product placements or endorsements), but how and when and in what ways our viewing is monetized is now far more opaque. In the scholarship of ASMR, media academic Jessica Maddox has called this ‘transactional tingles’, where relaxation for the viewer is exchanged for metrics (likes, views, comments) for producer and platform, and we are seeing similar things occurring in the food space as well.
Ariana Gunderson: The feel-good Netflix food competition shows you analyze, like Crazy Delicious and Sugar Rush, take their lead from the Great British Bake-Off with mostly gentle evaluations, camaraderie between contestants, and happy, whimsical food creations. This is a far cry from a screaming Gordon Ramsay in Hell’s Kitchen. You identify this newer trend in digital food TV as a dampening of affect, a decrease in intensity, in contrast to the frenetic surplus affect of online food video. How might you read these two phenomena together in light of the practice of second screening: scrolling a phone in front of a TV?
Michelle Phillipov: Shows like Crazy Delicious, Sugar Rush and the like reflect a wider turn towards what has been called ambient TV. This is TV that has been deliberately designed for passive consumption – ‘visual wallpaper’ is a particularly apt term I have heard used. Ambient TV is not limited to food TV – perhaps the most well-known example is the series Emily in Paris – but what all of these examples share in common is that an assumption of distracted or atmospheric viewing is built into the narrative design of the series.
To return to your above example of Gordon Ramsay, even he is getting in on the act! Reviews of his Netflix documentary, Being Gordon Ramsay, have characterized the series as boring and as having a limited narrative stretched out over too many episodes to maintain interest, but I think that misses the point. The show is not designed for watching with focused attention – it is another example of ambient-style TV, and understanding this trend is essential for understanding contemporary food TV today.
In the book, I argue that these supposedly feel-good, easy-going pleasures work in such shows often serve to mask exploitative relationships between platforms, TV contestants, content creators, and audiences. But as the Gordon Ramsay example indicates, we are now also seeing this as a technique used in celebrity image softening or rehabilitation. I would suggest that Meghan Sussex’s series, With Love, Meghan, could also been seen as part of this category as well.
Ariana Gunderson: Your book traces the shifting strands of televisual food across traditional broadcast TV, streaming, and digital-first online video, exploring how the infrastructural context around the textual content shapes available readings of the material. You examine the recontextualization of broadcast shows from the 1990s and early 2000s made available to stream online, as well as the ways social media food videos have influenced new broadcast TV, as in the case of Jaime Oliver’s pandemic shows. Do you have any hunches or hopes about how emergent or future televisual platforms and infrastructures will shape digital food TV to come?
Michelle Phillipov: Most of the examples I examined in the book were of digital first food content. The only examples of supposedly traditional food TV I considered were in Chapter 4, where I looked at the adoption of digital techniques within Jamie Oliver’s cooking shows. The specifics examples I looked at were a product of COVID-19 – as a result of lockdowns, Oliver could no longer film in a studio, so filmed his shows at home, on his mobile phone – but we are now seeing even further encroachment of the digital into the traditional. For example, I just finished re-watching Donal Skehan’s show Superfood in Minutes and was struck by the frequency with which Donal adopts the conventions of short-form food videos (for example, disembodied hands, overhead shots, short ingredients lists) within the context of broadcast/streaming TV. This show is admittedly not that recent (it was made in 2019–2021), but we are seeing a lot more examples of this type. Yesterday, I was watching an episode of Silvia Colloca’s latest season of Silvia’s Italian Masterclass, which was made in 2025 and makes use of fast playback techniques and jump cuts – much like we see in online video – to keep the recipes moving.
More than just an increased blurring between the digital and the traditional, my prediction is that outputs will continue to become increasingly platform agnostic, with the distinctiveness of individual platform offerings likely to be further eroded. In the book I have chapters on specific output types – streaming TV, catch up TV, short form food videos, broadcast TV – but I suspect such distinctions will become progressively less meaningful as platform conventions merge.
One thing that has changed significantly since I wrote the book, and which I think gives us some cause for concern, is the extent to which our online screen-based experiences are now flooded with AI-generated content. This includes recipe slop, bizarre food dramas acted out by AI fruits and vegetables, kitchen hacks, AI-generated advertising, and a range of other things. Quite a bit of it is targeted at children. Much of it is terrible. And the nature of platform algorithms means that once we pause to take a look at one of these videos, our feeds become saturated with more and more recommendations for similar content. It is a phenomenon that reflects both voracious audience demand for new content and the capacity for cheap, sped-up production, but we are bombarded with so much content it is becoming harder work to curate our viewing experiences. What this means for the future of food media is anyone’s guess, but I’m (cautiously) optimistic that things will balance out over time.









