Ste na masooo, alebo na veggie?
Are You Meeeat-, or Veggie-Oriented?

On Establishing of the New Czech Culinary Magazines masooo! and Apetit veggie!

Summary/Abstract: Two new culinary magazines, masooo! (meeeat!) and Apetit veggie!, have been established in the Czech Republic recently, both published by Burda Praha, the Czech division of global media house Burda International. Firstly, masooo! targeted to male audience, has appeared in 2015 as a special edition of men’s lifestyle magazine Maxim, followed in 2016 by Apetit veggie!, a special edition of Apetit, the leading Czech lifestyle culinary magazine published since 2004. This paper presents the qualitative analysis of selected issues of the new titles. The author examines the differences in content and form of both periodicals, relating it to the current trends in the Czech print media market (notably fragmentation and segmentation) and several significant cultural trends (transformation of diverse diets into lifestyles, shifts in masculinity, etc.). Comparing the semiotic and discursive aspects of the magazines, the author attempts to determine whether some gendering, typical of the meat-oriented masooo!, could be identified in its vegan/vegetarian counterpart. However, the prospective feminine shaping of Apetit veggie! seems to be rather implicit. Moreover, some differences in the discursive framing of food have been identified, e.g. the ironic references to veganism in masooo! and the need for self-defence of a plant-based diet in Apetit veggie!

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