How do gender-specific codes appear in food products and cinematic representations of food consumption in popular culture? Where is there potential for critical interventions and how can these be adequately communicated?
The way we eat is not natural. Rather, it is a culturally-shaped (and culture-shaping) act, putting on display the life and behaviour of a human being in society. Part of a complex matrix regulated by different parameters, the social role of a subject is interwoven with his/her buying and consumption behavior. Gender, as one of these parameters, affects individuals and their daily habitus in the form of codes conveyed through packaging design, advertising and media. Many of these codes are binary and reductionist. The «gender shift» trend and the «retrotopian» dynamic (moving contrary to the former) open up an area for inquiry, which require detailed consideration of the depth and intrinsic tensions that accompany this shift. Chips & Cheats presents its readers with a means to think about food and gender in an unconventional way.