Sherman, Sandra - Fordham University
Ann Arbor, MI - University of Michigan - Tisch Hall Room 1014
Cookbooks were among the first mass-market texts in english to describe their intended readership and to design pedagogical strategies to attract that readership. In the late 17th and 18th centuries, as print culture segued into print capitalism, cookbook readers were not only told who they were (dispelling unease in an anonymous market) but who they could become by dint of following pedagogical protocols promoted by these texts. Pedagogy was deployed as a marketing strategy; readers were encouraged to feel that they were seen, known, and even catered to. in her lecture, Sandra Sherman examines how cookbook authors learned to market knowledge, and to convince consumers that printed texts could do a better pedagogical job than traditional manuscripts, apprenticeships, or communities of neighbors and friends. as readers were encouraged to see themselves as objects of these marketing appeals - and to accept that learning to cook was possible as solitary "perusers" of commercial texts – they were drawn into a pedagogic revolution: the redesign of traditional knowledge to meet the imperatives of print.