Food in Media
OLC
M.H.6HO732FoodintheMediaFall2022.pdf
Food in the Media
BA (Hons) Culinary Arts - Level 6
Module Code 6HO732
October 2022 intake – Term 6
Student Name……………………………………………………………
Module Leader: Michel Grand, MBA
Email: [email protected]
This module conforms fully to the relevant UG regulatory framework. Full details of the University of Derby Academic Regulations (3Rs) can be found at:
http://www.derby.ac.uk/academic-regulations
Centre for Contemporary Hospitality and Tourism
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MODULE OVERVIEW – PLEASE READ CAREFULLY BEFORE YOU BEGIN YOUR STUDY.
Module Title Food in the Media
Module Leader Michel Grand
Credit Value 10
Assessments Type LO % Hand in
Final Assessment Food in the Media Analysis – 1500-word research based critical analysis, with particular focus on social media, and a conclusion about the future of food in social media.
1,2,3, 4
100 11
Submission details Draft reports must be sent by email to [email protected] by 23.59 on
Sunday, November 27 ensure students receive formative feedback.
The final written report must be submitted via Derby University’s ‘Turnitin’ by 23:59 on Monday, December 11
Summative assessment and marking criteria
The individual course work activities and the final assignment will enable the student to research and reflect on the role of media in the food industry and the importance of food styling, photography and writing skills.
In the final assessment, the student will conduct a 1500-word research based critical analysis of food in the media, with particular focus on social media. This piece of work will include a personal reflection on digital audits related to relevant case studies. Demonstration of personal skills, including critical analysis, written communication, visual communication, decision making and creativity.
Further details can be found with the assessment instructions, and it is important that these criteria are reviewed when preparing and writing assessments.
Formative assessment
The student will take part in a range of class activities and assignments which will form part of their formative assessment.
Teaching, learning and assessment overview
This module is delivered by lectures, tutorials, and group and individual activities. Students are expected to build on the theory given in classes with individual experimentation, research and writing.
Student hours of study
Total 100 hrs
Hours breakdown: Class Contact 40 hrs.
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Return of work, feedback and provisional marks will be viewable at the submission point.
A draft submission in Week 8 is followed by oral feedback supported by one-to-one tutorials. Final submission in Week 11 is given individual written feedback and returned to the students in Week 0.
Extenuating circumstances
If serious circumstances beyond a student’s control affect their ability to complete an assessment, they may submit a claim for Exceptional Extenuating Circumstances. This must be accompanied by evidence from a competent professional with knowledge of the circumstances, and all work done to date, by the original assessment submission deadline. Such applications will be considered by an EEC panel. It is important that students familiarise themselves with regulations concerning late submission, for example, EECs will not be granted for poor time management, minor ailments, computer failure or other such reasons. Please see http://www.derby.ac.uk/academic-regulations
All marks are provisional until ratified by an Examination Board and the External Examiner.
MODULE DESCRIPTION
This module is designed to provide students with a critical and practical understanding of
food styling, food photography and food writing, and their importance in promoting food
through the media. Students will develop basic food styling and photography skills. They will
demonstrate these skills from original food concept through to illustrated food writing in a
recipe book. Students will also develop a critical understanding of the importance of the
media in selling food, with particular focus on social media, and how different food styling and
photography techniques are used differently in different media, in order to appeal to different
target markets. Students will also evaluate current social media channel and strategies in
relation to food and use this research to write a personal reflection on the different digital
channels used by relevant food related companies. Personal skills will be developed and
assessed, including critical analysis, written communication, visual communication, decision
making and creativity.
LEARNING OUTCOMES
On successful completion of this unit students will be able to:
1. Develop Food Styling, Food Photography and Food Writing skills, and demonstrate the process from food concept, through to illustrated written recipes.
2. Critically evaluate how food is represented in the media, with particular focus on
social media, taking into account ethical issues.
3. Critically evaluate the importance of the media in selling food, with particular focus
on social media, and reach conclusions about the future of promoting food on
social media.
4. Develop personal skills for critical analysis, written communication, visual communication, decision making and, creativity.
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KEY SKILLS TO BE DEVELOPED AND MAPPED
The following key skill competencies may be developed and could be used for any portfolio reflection.
• Critical analysis skills: evaluating given information and commenting on its worth and ethical viewpoint.
• Written Communication skills: understanding how to communicate ideas and concepts through the written words.
• Visual Communication skills, using images to portray a concept.
• Decision making: working within a restricted set of resources and making innovative decisions on how to achieve a desired outcome.
• Creativity: both in food design and, how to style and photograph food.
INDICATIVE CONTENT
This module may cover the theoretical and practical aspects of some of the following:
• Food Design
• Food Writing
• Food Styling and Food Photography
• Food in the media, including ethical considerations
• Social media and food
• Personal skills including critical analysis, written communication, visual
communication, decision making and creativity.
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STUDY PATTERN - MODULE TIMETABLE – TERM 6
Week Less Content Delivery
1
1
Introduction to the course
• Course objectives
• Assessment
• Ppt
• Handbook
2
From Concept to Image
• How to realise a concept
• Design your image
• Ppt
• Notes
• Exercises
2
3
Writing a personal introduction
• The power of personal - chef ‘brands’
• Using the right words to communicate who you
are as a chef
Personal Introductions
• Write and submit a Personal Introduction
Final Assessment Briefing
• Ppt
• Video
• Exercises
4
Writing about Food: Finding the right words
• Concept
• Target Audience
• Dish Introduction • Ppt
• Exercises
3
5
Recipe Writing
• Who are your target audience? What appeals to them?
• A set of instructions – step by step
• Recipe Layouts
• Ppt
• Recipe Template for Recipe Book
• Exercises
6
Food Styling and Food Photography
• What are they?
• Using different FS and FP techniques to reach
given target markets
• Ppt
• Video
• Exercises
4
7
Food Styling: real case analysis • Ppt
• Exercises
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8
Fundamental Food Photography Techniques:
• Concept
• Composition
• Viewpoint
• Ppt
• Tutorials
• Exercises
5
9
Fundamental Food Photography Techniques (II):
• Colour
• Lighting
• Ppt
• Tutorials
• Exercises
10
Photography editing
• Types
• Software
• Ppt
• Tutorials
• Exercises
6
11
Food photography portfolio presentations
• Student presentations
• Peer Review
12
Relationship between Food & Media
• What is ‘The Media’?
• The relationship between food and the media
• Ppt
• Tutorials
• Exercises
7
13
Relationship between Food & Media (II)
• The importance of the media in selling food Target Markets
• Ppt
• Tutorials
• Exercises
14
The importance of social media in selling food
• What is ‘social media’?
• How does the food industry use social media?
• What are the key issues?
• Ppt
• Tutorials
• Exercises
8
15
Group presentation of digital audit
• Student presentations
• Peer Review
16
The importance of social media in selling food (II)
• How does the food industry use social media?
• What are the key issues?
• Ppt
• Tutorials
• Exercises
DRAFT submission of the Final Assessment
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9
17
Digital Media Strategies
• Guest speaker (TBC)
• Ppt
• Q&As
18 Market Exploration for Concept Design
• Exploration of the restaurant scene in Brig
10
19
Final Assessment Consultation
• Individual Feedback comments
20
Final Assessment Consultation
• Individual Feedback comments
11
FINAL submission of Assessment
Overall feedback
RECOMMENDED READING
Students will utilise the library resources and review a wide range of literature as part of their directed study and preparation for assessments;
Bradley, P., 2016. Food, Media and Contemporary Culture, Food, Media and Contemporary Culture. https://doi.org/10.1057/9781137463234
Floyd, J., Forster, L., Forster, L., 2010. The Recipe Reader, The Recipe Reader. Routledge. https://doi.org/10.4324/9781315237480
Gunter, B., 2016. Food advertising: Nature, impact and regulation, Food Advertising: Nature, Impact and Regulation. Springer International Publishing, Cham. https://doi.org/10.1007/978-3-319-40706-7
Heath, C., Heath, D., 2007. Made to Stick: Why Some Ideas Survive and Others Die. Random
House Trade Paperbacks. 336 p.
Jacob, D., 2021. Will Write for Food: The Complete Guide to Writing Cookbooks, Restaurant Reviews, Articles, Memoir, Fiction and More. ISBN: 0738218057
Notaker, H., 2017. A History of Cookbooks: From Kitchen to Page over Seven Centuries. ISBN: 9780520967281
Nuelle, A., 2018. Eating the Internet: Consuming Digital Food Media. New Degree Press. ISBN: 978-1641371674
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Phillipov, M., 2017. Media and food industries: The new politics of food, Media and Food Industries: The New Politics of Food. https://doi.org/10.1007/978-3-319-64101-0
Rousseau, S., 2012. Food and social media: you are what you tweet, AltaMira studies in food and gastronomy, AltaMira Press. ISBN: 9780759120426
Websites:
These will be recommended by the module leader during the academic year.
GENERAL ASSESSMENT GUIDELINES
General instructions:
1. The following details are all key elements of the assigned pieces of work.
2. Plan and organize your work carefully, bearing in mind submission dates.
3. When completing your work, keep checking it carefully against the assessment criteria attached.
4. The lecturer will advise students of the times during which they will be available for
consultation. So as to manage this resource and time effectively, students are advised to respect these sessions. Please note that this is a student-based research Assessment, and as such the tutor may not be able to answer certain questions if it is felt that this would restrict the potential grade.
5. Plagiarism or other forms of cheating will receive a ‘0’ grade and the matter will be
reviewed using the University of Derby Academic Offence Regulations.
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FINAL ASSESSMENT - FEEDBACK SHEET – A CRITICAL EVALUATION OF FOOD IN THE MEDIA, FOOD IN SOCIAL MEDIA AND PERSONAL REFLECTION ON DIGITAL AUDIT. 100%
Based on the achievement of learning outcomes 1, 2,3 and 4
For this assessment, the student will carry out research and use the findings to write a report of 1000 words based on research, with a critical evaluation of food in the media, with special focus on social media. The report will comment on two or three key issues and consider some of the ethical issues involved, it will also include as a 500 words personal reflection on the result of a digital audit on a case study observed in class. A formative assessment in the form of a team exercise will lead to a digital audit of the different social media strategies of relevant companies in the industry. The results will be presented in class as a team. As individual work the student will write a personal reflection included in the 1500 words report using appendices to support the text. Grades will be awarded according to how well the student carries out the research and interprets the results to reach clear conclusions, within a well-structured and formal academic report. Grades will also be awarded for demonstrating personal skills, including critical analysis, written communication skills, visual communication skills, decision making and creativity. These points should be followed:
• Use the Harvard Referencing system.
• Use a formal academic style, with a clear report structure.
• All of the work must be based on research findings.
• Use summary sentences to state conclusions for each section.
• Use Appendices to support what is said in the text.
• The report, including the personal reflection, should be 1500 words long. Please use the assessment criteria provided overleaf to ensure that you cover the areas where marks will be allocated.
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ASSESSMENT 2 - A CRITICAL EVALUATION OF FOOD IN THE MEDIA, FOOD IN SOCIAL MEDIA AND PERSONAL REFLECTION ON DIGITAL AUDIT.
Title: “A critical evaluation of food in the media and food in social media, with personal reflection on digital audit.”
Students are required to carry out in-depth research and a critical evaluation of food in the media, finding evidence about the relationship between food and the
media, especially social media. Students should reach conclusions about this relationship, for example, are the media important to the food industry? How is
food represented in social media? Students also need to identify and analyse two or three of the key issues, for example, the media and obesity, and also find
evidence and comment on some of the ethical issues. The student also needs to reach conclusions and write personal reflection about the digital audit on social
media strategies presented in class as team work.
The report should reach clear conclusions, and be 1500 words long, with an excellent formal academic style and a minimum of grammar and spelling errors.
Criteria To achieve 70% to 100% Explanation %
1
The relationship between food and the
media
There is research-based evidence to support the
conclusions reached. The importance of the
media in advertising and selling food is well
evidenced. An excellent examination of some of
the key issues in advertising food in the media,
with thought given to ethical issues.
Find evidence to show whether the media are
important to the food industry, or not. Say HOW the
media might be important to the food industry.
Explain some of the key issues that exist in how food
is advertised in the media. Choose two or three
issues only. Comment on the ethics of how food is
represented in the media.
20
2
The importance of social media in selling
food
There is clear research-based evidence to support
the conclusions arrived at. Research findings are
used to demonstrate the importance of social
media in advertising and selling food. Examination
of some of the key issues in advertising food on
social media today.
Use research findings to state whether social media
is important in selling food, or not. Explain some of
the key issues that exist in how food is advertised in
social media. Choose two or three issues only.
Comment on the ethics of how food is represented
in social media.
20
TOP MARKS?
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3
Personal reflection on digital audit
All of the conclusions reached about the different
social media strategies of the case study are clear,
and they are all based on research findings
relative to the digital audit presented in class. Very
deep research demonstrated. Clear and coherent
appendices are used to support what is said in the
text.
Look at the case study presented in class and, on
the results carried out by your research – what are
the main social media channels and their strategies?
The different channels are suitable to reach the
target market? What are the strengths or
weaknesses of the content delivered through those
channels?
20
4
Structure
An excellent structure and academic style,
including the Harvard referencing system. Ideas
and conclusions are expressed clearly and flow
well, being organised under meaningful headings.
A minimum of errors.
Use full words (not shortened i.e. you cannot write
‘it’s’ – write ‘it is’). Use formal words (i.e. don’t write
‘loads of money’ but say ‘large financial rewards’).
Organise the paper properly, with the correct cover
sheet, a Table of Contents, an Introduction,
meaningful headings and, a conclusion. Proof read
carefully to eliminate any spelling or grammar errors.
20
5
Personal Skills
An excellent level of critical analysis, where ideas
are evaluated very well. Written communication is
clear and easy to read and visual communication
is very effective. Decisions made are appropriate
and, based on research findings. There is a high
level of creativity.
An excellent evaluation of the research findings,
showing an understanding of what has value and,
what might not have value. Show that you
understand the evidence that you have found and
are able to write about it very clearly. Demonstrate
excellent decision-making skills with relevant and
interesting choices of key issues to examine, and the
choices that you make on which research findings to
include.
20
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ASSESSMENT 2 - A CRITICAL EVALUATION OF FOOD IN THE MEDIA, FOOD IN SOCIAL MEDIA AND PERSONAL REFLECTION ON DIGITAL AUDIT.
Tick the box that meets the criteria achieved – record actual mark on the feedback sheet. You may offer comments to justify your grade.
Criteria 100-70% (1st) 69-60% (2:1) 59-50% (2:2) 49-40% (3rd) 39-35% (referral) Below 35%
The relationship between food and the media
Critical analysis of the relationship between food and the media.
20%
There is research-based evidence to support the conclusions reached. The importance of the media in advertising and selling food is well evidenced. An excellent examination of some of the key issues in advertising food in the media, with thought given to ethical issues.
There is research- based evidence to support most of the conclusions reached. at. The importance of the media in advertising and selling food is evidenced. A very good examination of some of the key issues in advertising food in the media, with thought given to ethical issues.
There is research-based evidence to support many of the conclusions reached. There is some evidence of the importance of the media in advertising and selling food. A good examination of some of the key issues in advertising food in the media, with thought given to ethical issues.
There is research-based evidence to support some of the conclusions reached. There is some evidence of the importance of the media in advertising and selling food. An examination of some of the key issues in advertising food in the media, with some thought given to ethical issues.
There is little research- based evidence and few conclusions. There is little evidence of the importance of the media in advertising and selling food. No examination of the key issues, and no thought given to ethical issues.
There is research-based evidence to support some of the conclusions reached. There is some evidence of the importance of the media in advertising and selling food. An examination of some of the key issues in advertising food in the media, with some thought given to ethical issues.
Comments
The importance of social media in selling food
Critical analysis of the importance of social media in selling food.
20%
Research findings are used to reach a range of conclusions on the importance of social media in advertising and selling food. An excellent examination of some of the key issues in advertising food on social media today.
Research findings are used to reach a clear conclusion on the importance of social media in advertising and selling food. A very good examination of some of the key issues in advertising food on social media today.
Research findings are used to reach a conclusion on the importance of social media in advertising and selling food. A good examination of some of the key issues in advertising food on social media today.
Research findings are used to reach a conclusion on the importance of social media in advertising and selling food. A clear examination of one of the key issues in advertising food on social media today.
Research is limited and does not result in clear conclusions. There is little examination of the key issues in advertising food on social media today.
Very little evidence of research. Conclusions not reached and key issues not examined.
Comments
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Personal reflection on digital audit
Look at the case study presented in class and, on the results carried out by your research.
20%
All of the conclusions reached about the different social media strategies of the case study are clear, and they are all based on research findings relative to the digital audit presented in class. Very deep research demonstrated. Clear and coherent appendices are used to support what is said in the text.
Most of the conclusions reached about the different strategies of the case study are clear, and they are mostly based on research findings relative to the digital audit presented in class. Deep research demonstrated. Clear and coherent appendices are used to support what is said in the text.
A majority of the conclusions reached about the different strategies of the case study are clear, and they often based on research findings relative to the digital audit presented in class. A good standard of research demonstrated. Appendices are used to support what is said in the text.
Some of the conclusions reached about the different strategies of the case study are clear, and they are sometimes research findings relative to the digital audit presented in class. A sound standard of research demonstrated. Appendices are not used to support what is said in the text.
Almost none of the conclusions reached about the different strategies of the case study are clear, and almost none are based on research findings relative to the digital audit presented in class. Not well researched. Appendices are not used to support what is said in the text.
There is no evidence that conclusions reached about the different strategies of the case study are based on research findings. Appendices are not used to support what is said in the text. Ideas confused and incoherent.
Comments
Structure The report is well written, with ideas that flow well and, is easy to read. 20%
An excellent structure and academic style, including the Harvard referencing system. Ideas and conclusions are expressed clearly and flow well, being organised under meaningful headings. A minimum of errors.
A very good structure and academic style, including the Harvard referencing system. Ideas and conclusions are expressed clearly and flow well, being organised under meaningful headings. A few errors.
A good structure and academic style, including the Harvard referencing system. Ideas and conclusions are expressed clearly and flow well, being organised under meaningful headings. A few errors.
An acceptable structure and academic style, including the Harvard referencing system. Most ideas and conclusions are expressed clearly and flow well, being organised under meaningful headings. Several errors.
No real academic structure or academic style. Harvard referencing is mostly missing. Most ideas and conclusions are not expressed clearly. A very high level of errors.
Very little evidence of academic writing or rigour. No proper structure and ideas are confused and difficult to understand.
Comments
Personal Skills Demonstration of critical analysis, written and visual communication, decision making and creativity skills. 20%
An excellent level of critical analysis, where ideas are evaluated very well. Written communication is clear and easy to read and visual communication is very effective. Decisions made are appropriate and, based on research findings.
A very good level of critical analysis, where ideas are evaluated well. Written communication is clear and easy to read and, decisions are appropriate.
A good level of critical analysis, where ideas are evaluated. Written communication is clear and easy to read and, most decisions are appropriate.
An acceptable level of critical analysis, where ideas are evaluated. Written communication is clear and easy to read and, many decisions are appropriate.
No critical analysis or evaluation of ideas. Written communication is not clear and difficult to read. Decisions are inappropriate.
No critical analysis and no ideas put forward. Written communication cannot be understood. Decisions are inappropriate.
Comments
Signed………………………………………………………………………………………………… Date ……………………………………
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ASSESSMENT 2 - FEEDBACK SHEET – A CRITICAL EVALUATION OF FOOD IN THE MEDIA, FOOD IN SOCIAL MEDIA AND PERSONAL REFLECTION ON DIGITAL AUDIT. 100%
BA (Hons) Culinary Arts Food in the Media
Student Name/No
Based on the assessment criteria ticked convert this to an actual mark using the classification guide.
Criteria
All are equally weighted
1st
100-80
1st
79-70
2.1
69-60
2.2
59-50
3
49-40
Ref
39-35
Fail
34- 20
Actual mark
The relationship between food and the media
20%
20-16 15-14 13-12 11-10 9-8 7 6-0
The importance of social media in selling food
20%
20-16 15-14 13-12 11-10 9-8 7 6-0
Personal reflection on digital audit
20%
20-16 15-14 13-12 11-10 9-8 7 6-0
Structure
20% 20-16 15-14 13-12 11-10 9-8 7 6-0
Personal Skills
20% 20-16 15-14 13-12 11-10 9-8 7 6-0
Total 100 marks Actual final mark achieved
What you did well?
What could you have done better?
Improvements to be made.
Signed: Date:
