From 'River Cottage' to 'Chicken Run': Hugh Fearnley-Whttingstall and the class politics of ethical consumption

Abstract

Lifestyle television provides a key site through which to explore the dilemmas of ethical consumption, as the genre shifts to consider the ethics of different consumption practices and taste cultures. UK television cook Hugh Fearnley-Whittingstall's TV programmes offer fertile ground not only for thinking about television personalities as lifestyle experts and moral entrepreneurs, but also for thinking about how the meanings and uses of their television image are inflected by genre. In this article we explore how the shift from the lifestyled downshifting narrative of the River Cottage series to the 'campaigning culinary documentary' Hugh's Chicken Run exposes issues of celebrity, class and ethics. While both series are concerned with ethical consumption, they work in different ways to reveal a distinction between 'ethical' and 'unethical' consumption practices and positions - positions that are inevitably classed