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Michelle Phillipov

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Michelle Phillipov

Senior Lecturer, Journalism, Media and Communications

Room 536, Social Sciences, Sandy Bay Campus

+61 3 6226 2784 (phone)

+61 3 6226 2864 (fax)

Michelle.Phillipov@utas.edu.au

The rise of the celebrity chef and the proliferation of television cooking shows are changing our relationship with food. They are influencing what we eat, how we eat, and how this food is being produced and marketed. Is that a good thing?

"These relationships between the media and food industries are shaping corporate practices, consumer behaviours (and) public debates... It's important to conduct this research in a university context.... this is about really understanding about what's going on and why it matters."

Michelle Phillipov - June 2015

We are what we watch?

'I am critically analysing these changes in cultural behaviour. In particular, I am studying the experiences of small food producers who have participated in television programs like MasterChef and Gourmet Farmer. I want to help others capitalise on the opportunities presented and navigate the potential pitfalls.'

Michelle Phillipov is an expert in media and communications. Her work is concerned with the meanings we derive from cultural representations and practices. She is exploring how the media is shaping our relationship with food, and in particular, what this means for food producers.

'Media is everywhere. These are not just representations we see on screen; media is part of our everyday lives. It is really important that we understand the impact this is having,' said Michelle.

The rise of the boutique and artisan food sectors is an example of our changing behaviour in relation to food.

'I am critically analysing these changes in cultural behaviour. In particular, I am studying the experiences of small food producers who have participated in television programs like MasterChef and Gourmet Farmer. I want to help others capitalise on the opportunities presented and navigate the potential pitfalls.'

The intensified media focus on food has led to an exponential growth in the artisan food sector, which is an estimated $5.5 billion industry in Australia.

'Food producers can use reality food programs to great advantage. They can raise their profile and drive customers to their door,' said Michelle.

The goal of the research is to provide farmers and food producers with a set of recommendations including:

  • If and how to engage with different media platforms to promote their business, including television, news and social media
  • Awareness of the opportunities for, and barriers to, capitalising on media exposure
  • How to engage with the food tourism market
  • Understanding consumer expectations at the farm gate

Michelle said that involvement in media programs is affecting farmers and food producers in unexpected ways.

'Consumers now want to see the farmer at the point of sale, so farmers and their staff need to be prepared to answer questions on all aspects of the business,' she said.

The media could also use the research outcomes to inform their relationships with food producers, to ensure they are managing them in ethical and responsible ways that work with the differing needs and expectations of media and food producers.

Michelle said that Tasmania is an ideal place to be conducting this research.

'There is no shortage of case studies! There is such a high concentration of artisan food producers in Tasmania. The social fabric of the island has also been influenced significantly by the strength of agriculture in the economy.'

Michelle's research has always drawn her to exploring the extremes. She is well known for her studies of death metal music. She published a book Death Metal and Music Criticism: Analysis at the Limits. She also has a forthcoming book, Fats: A Global History.

'I have written a book on fat because there are such extremes in our approaches to eating and cooking with it. My book explores our relationship with fat through time and in a range of cultures.'

 Death Metal and Music Criticism

Michelle Phillipov is an ARC DECRA Research Fellow and Senior Lecturer in Journalism, Media and Communications. Her DECRA research explores the current 'mainstreaming' of food politics that has occurred in television cooking shows, cookbooks, advertising, news and online media, and examines the relationships between the media and food industries that have resulted from this intensified media focus on food. More broadly, Michelle's research explores the pleasures and politics of 'extreme' media and cultural forms, including food, health and music. She is the author of Death Metal and Music Criticism: Analysis at the Limits (Lexington Books, 2012) and Fats: A Global History (Reaktion Books, 2016).

Career summary

Qualifications

Degree Title of Thesis University Country Awarded
PhD 'A Nihilistic Dreamboat to Negation'? The Cultural Study of Death Metal and the Limits of Political Criticism University of Adelaide Australia 2009
BA  Hons(1st class) Growlers, Goths and Giantesses: 'Feminist' Engagements with Extreme Metal University of Adelaide Australia 2002

Biography

Before joining the University of Tasmania, Michelle completed her PhD at the University of Adelaide and taught communications and cultural studies at the University of South Australia.

Michelle has been part of UTAS's Journalism, Media and Communications (JMC) program since 2009, where she teaches at undergraduate and postgraduate level. She is also part of JMC's active research culture, which received top ranking for journalism research in Excellence in Research Australia 2012 (with only one other university).

Research Themes

Michelle's research aligns with the University's research theme areas of Environment, Resources and Sustainability and Better Health. Her work examines the way that the current media emphasis on food is part of a set of comprehensive shifts in public concern about the economic, environmental, and health consequences of conventional food production and consumption practices. These include concerns about food security, sustainability and the public health burdens associated with obesity, which have each focused attention on the sources and quality of our food.

Michelle is a co-director of the University's Environment Research Group, an interdisciplinary research group based in the Faculty of Arts that is interested in the social, cultural and artistic questions facing our natural, industrial and built environments. She is also a co-convenor of the Institute for the Study of Social Change's 'Sustainable Food Systems' Flagship project, which brings together researchers across the social, natural and policy sciences to examine sustainable consumption and production, with a focus on food.

Memberships

Committee associations

  • Australia and New Zealand Communication Association (ANZCA), Executive Committee, 2010-present.
  • Institute for the Study of Social Change (ISC), Academic Steering Committee, 2014-present.
  • International Association for the Study of Popular Music (IASPM), Member, 2003-present.

Teaching

Teaching expertise

Michelle's teaching is designed to encourage students to think critically about popular cultural forms, including television, advertising, magazines and popular music. In 2011, she was awarded a Teaching Merit Certificate in recognition of her contribution to the Journalism, Media and Communications teaching program. In 2012, she received a Vice-Chancellor's Citation for an Outstanding Contribution to Student Learning for the development of curricula that equips students to make 'real life' connections between theory and practice in journalism, media and communications.

Teaching responsibility

Michelle has been involved in designing, coordinating and teaching units at all levels of the Journalism, Media and Communications program, including HEJ110 Media Texts and Industries, HEJ231 Media Cultures, HEJ335 Media and Music, HEJ412 Researching Journalism, Media and Communications and HEJ413 Current Issues in Journalism, Media and Communications.

Research Invitations

  • Visiting scholar, Erasmus University Rotterdam, The Netherlands, 2016.
  • Invited speaker, Cultural Studies Association of Australasia (CSAA) annual conference, Minor Culture, Melbourne, 2015.
  • Humanities in the House, 2013.
  • Invited seminar, 'The Pleasures of Fat: Food Television and the Resistance to Public Health Nutrition', joint meeting of Nutrition Society of Australia and the Dietitians Association of Australia, 2013.

View more on Dr Michelle Phillipov in WARP

Expertise

  • Food and media
  • Media and food industry relationships
  • Media and public health
  • Media controversy
  • Popular music
  • 'Extreme' cultures

Awards

  • UTAS Future Research Leaders Program, 2014.

Current projects

Michelle's current ARC-funded project, 'The New Politics of Food and the Australian Media' (2014-2016), is the first study of its kind to investigate the relationships between new cultural values about food, and new markets and marketing strategies for food products and experiences. This is a significant time of change, in which interest in the provenance of food and the ethics of food production and consumption – concerns once associated primarily with activist movements – are increasingly a focus of 'mainstream' media, including television cooking shows, cookbooks, advertising, news and online media. This project involves interviews with a range of stakeholders, including food producers, food retailers, media production staff, reality TV show contestants and celebrity chefs, to find out more about how new relationships between the media and food industries are influencing public debate, consumer behaviours, corporate decision-making, and national policy.

Research Fields

  • Media Studies (200104)
  • Screen and Media Culture (200212)

Research Impact

  • The Media (950204)

Publications

Michelle's research uses food and music as case studies through which to offer new insight into the relationships between meaning, politics and pleasure in contemporary media forms, and to provide understanding of the connections between media, policy and industry in the mobilisation of cultural concerns and anxieties. She has published for a diverse range of audiences, including academics, media and medical practitioners, and the broader public.

Total publications

36

Journal Article

(21 outputs)
YearCitationAltmetrics
2016Phillipov M, 'The new politics of food: Television and the media/food industries', Media International Australia, 158, (1) pp. 90-98. ISSN 1329-878X (2016) [Refereed Article]

DOI: 10.1177/1329878X15627339 [eCite] [Details]

Tweet

2016Phillipov M, 'Using media to promote artisan food and beverages: insights from the television industry', British Food Journal, 118, (3) pp. 588-602. ISSN 0007-070X (2016) [Refereed Article]

DOI: 10.1108/BFJ-06-2015-0219 [eCite] [Details]

Tweet

2016Phillipov M, 'Helping Australia Grow': supermarkets, television cooking shows, and the strategic manufacture of consumer trust', Agriculture and Human Values, 33, (3) pp. 587-596. ISSN 0889-048X (2016) [Refereed Article]

DOI: 10.1007/s10460-015-9643-6 [eCite] [Details]

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2016Phillipov M, 'Escaping to the country: Media, nostalgia, and the new food industries', Popular Communication, 14, (2) pp. 111-122. ISSN 1540-5702 (2016) [Refereed Article]

DOI: 10.1080/15405702.2015.1084620 [eCite] [Details]

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2015Phillipov MM, 'Food TV: an effective strategy for food and beverage marketing?', Food Australia, 67, (4) pp. 31-34. ISSN 1032-5298 (2015) [Professional, Non Refereed Article]

[eCite] [Details]

2015Phillipov MM, 'Constructing Reality: My Kitchen Rules and Reality TV Cooking Shows', Screen Education, 79 pp. 88-93. ISSN 1449-857X (2015) [Professional, Non Refereed Article]

[eCite] [Details]

2014Hunt R, Philipov M, ''Nanna Style': The Countercultural Politics of Retro Femininities', M - C: A Journal of Media and Culture: (Media and Culture), 17, (6) pp. online. ISSN 1441-2616 (2014) [Refereed Article]

[eCite] [Details]

Co-authors: Hunt R

2014Nash MB, Phillipov MM, 'Introduction to the special issue: Eating like a 'man': Food and the performance and regulation of masculinities', Women'S Studies International Forum: A Multidisciplinary Journal for The Rapid Publication of Research Communications and Review Articles in Women's Studies, 44 pp. 205-208. ISSN 0277-5395 (2014) [Non Refereed Article]

[eCite] [Details]

Co-authors: Nash MB

2014Nash MB, Phillipov MM, 'Women'S Studies International Forum: A Multidisciplinary Journal for The Rapid Publication of Research Communications and Review Articles in Women'S Studies', 44 pp. 205-208. ISSN 0277-5395 (2014) [Edited Journal]

[eCite] [Details]

Co-authors: Nash MB

2014Phillipov M, 'Hamburgers of Devastation: The pleasures and politics of heavy metal cooking', International Journal of Community Music, 7, (2) pp. 259-272. ISSN 1752-6299 (2014) [Refereed Article]

DOI: 10.1386/ijcm.7.2.259_1 [eCite] [Details]

Citations: Scopus - 1

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2014Phillipov MM, 'Why Health Messages Fail: Lessons from the Australian Fast-Food Industry', Communication Currents, 9, (1) pp. 1-2. (2014) [Professional, Non Refereed Article]

[eCite] [Details]

2013Phillipov M, 'In defense of textual analysis: Resisting methodological hegemony in media and cultural studies', Critical Studies in Media Communication, 30, (3) pp. 209-223. ISSN 1529-5036 (2013) [Refereed Article]

DOI: 10.1080/15295036.2011.639380 [eCite] [Details]

Citations: Scopus - 4Web of Science - 2

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2013Phillipov M, 'Resisting health: extreme food and the culinary abject', Critical Studies in Media Communication, 30, (5) pp. 377-390. ISSN 1529-5036 (2013) [Refereed Article]

DOI: 10.1080/15295036.2012.755054 [eCite] [Details]

Citations: Scopus - 2Web of Science - 1

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2013Phillipov M, 'Mastering obesity: MasterChef Australia and the resistance to public health nutrition', Media Culture and Society, 35, (4) pp. 506-515. ISSN 0163-4437 (2013) [Refereed Article]

DOI: 10.1177/0163443712474615 [eCite] [Details]

Citations: Scopus - 2Web of Science - 1

Tweet

2012Phillipov M, 'Communicating health risks via the media: what can we learn from MasterChef Australia?', Australasian Medical Journal, 5, (11) pp. 593-597. ISSN 1836-1935 (2012) [Refereed Article]

DOI: 10.4066/AMJ.2012.1460 [eCite] [Details]

Citations: Scopus - 3

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2011Phillipov M, 'Extreme Music for Extreme People? Norwegian Black Metal and Transcendent Violence', Popular Music History, 6, (1-2) pp. 150-163. ISSN 1740-7133 (2011) [Refereed Article]

DOI: 10.1558/pomh.v6i1/2.150 [eCite] [Details]

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2010Phillipov M, ''Generic Misery Music'? Emo and the Problem of Contemporary Youth Culture', Media International Australia, Incorporating Culture & Policy, 136, (August) pp. 60-70. ISSN 1329-878X (2010) [Refereed Article]

[eCite] [Details]

Citations: Scopus - 1Web of Science - 1

2009Phillipov MM, ''Just Emotional People'? Emo Culture and the Anxieties of Disclosure', M/C Journal, 12, (5) pp. 1-10. ISSN 1441-2616 (2009) [Refereed Article]

[eCite] [Details]

2006Phillipov MM, ''None so Vile'? Towards an Ethics of Death Metal', Southern Review, 38, (2) pp. 74-85. ISSN 0038-4526 (2006) [Refereed Article]

[eCite] [Details]

2006Phillipov MM, 'Haunted by the Spirit of '77: Punk Studies and the Persistence of Politics', Continuum: Journal of Media and Cultural Studies, 20, (6) pp. 383-393. ISSN 1030-4312 (2006) [Refereed Article]

[eCite] [Details]

2006Phillipov MM, 'Self harm in Goth youth subculture', BMJ, 332, (20 May) pp. 1215-1216. ISSN 0959-535X (2006) [Letter or Note in Journal]

[eCite] [Details]

Book

(2 outputs)
YearCitationAltmetrics
2016Phillipov M, 'Fats: A Global History', Reaktion Books Ltd, London, pp. 136. ISBN 9781780235752 (2016) [Authored Research Book]

[eCite] [Details]

2012Phillipov M, 'Death metal and music criticism: analysis at the limits', Lexington Books, Lanham, Maryland USA, pp. 172. ISBN 978-0-7391-6459-4 (2012) [Authored Research Book]

[eCite] [Details]

Chapter in Book

(4 outputs)
YearCitationAltmetrics
2016Lewis T, Phillipov MM, 'A Pinch of Ethics and a Soupcon of Home Cooking: Soft-Selling Supermarkets on Food Television', Food, Media and Contemporary Culture: The Edible Image, Palgrave Macmillan, P Bradley (ed), United Kingdom, pp. 105-124. ISBN 9781137463227 (2016) [Research Book Chapter]

[eCite] [Details]

2013Phillipov M, 'Extreme Music for Extreme People? Norwegian Black Metal and Transcendent Violence', Heavy Metal: Controversies and Countercultures, Equinox Publishing Ltd., T Hjelm, K Kahn-Harris and M Levine (ed), Sheffield UK, Bristol USA, pp. 152-165. ISBN 9781845539405 (2013) [Research Book Chapter]

[eCite] [Details]

2013Phillipov M, 'Regurgitating Septic Vomit of Chyme: Reflections on Metal Research as Both Insider and Outsider', Critical Animalia: A Decade Between Disciplines, Critical Animals, D Thwaites (ed), Australia, pp. 65-72. ISBN 9780992309800 (2013) [Research Book Chapter]

[eCite] [Details]

2008Phillipov MM, 'Metal 'Underground'/ Mapping the Terrain of the 'Great Southern Wasteland'', Sounds of then, sounds of now: Popular music in Australia, ACYS Publishing, Shane Homan and Tony Mitchell (ed), Hobart, pp. 215-230. ISBN 9781875236602 (2008) [Research Book Chapter]

[eCite] [Details]

Review

(4 outputs)
YearCitationAltmetrics
2014Phillipov MM, 'Turkish Metal: Music, Meaning, and Morality in a Muslim Society', Popular Music, 33, (1) pp. 166-168. ISSN 0261-1430 (2014) [Review Single Work]

DOI: 10.1017/S0261143013000664 [eCite] [Details]

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2009Phillipov MM, 'Gerd Bayer, Heavy Metal Music in Britain', International Association for the Study of Popular Music pp. EJ 1-2. (2009) [Review Single Work]

[eCite] [Details]

2007Phillipov MM, 'Goodlad, Lauren M.E. and Bibby, Michael (eds), Goth: Undead Subculture', Media International Australia, 127, (May) pp. 191-192. (2007) [Review Single Work]

[eCite] [Details]

2007Phillipov MM, 'Kahn-Harris, K (2006) Extreme Metal: Music and Culture on the Edge', Perfect Beat, 8, (3) pp. 76-77. (2007) [Review Single Work]

[eCite] [Details]

Conference Publication

(2 outputs)
YearCitationAltmetrics
2009Strong CJ, Phillipov MM, 'Stuck in the Middle: The Mainstream and its Discontents', IASPM-ANZ, 2008, New Zealand, pp. 142. ISBN 978-0-9581497-1-6 (2009) [Conference Edited]

[eCite] [Details]

2007Phillipov MM, 'A 'Nihilistic Dreamboat to Negation'? The critical marginalisation of heavy / extreme metal', Music on the Edge: Selected Papers from the 2007 IASPM Australia/New Zealand Conference, December 2007, University of Otago, pp. 131-136. ISBN 978-0-9757747-2-4 (2007) [Refereed Conference Paper]

[eCite] [Details]

Thesis

(1 outputs)
YearCitationAltmetrics
2009Phillipov MM, 'A 'Nihilistic Dreamboat to Negation'? The Cultural Study of Death Metal and the Limits of Political Criticism' (2009) [PhD]

[eCite] [Details]

Other Public Output

(2 outputs)
YearCitationAltmetrics
2015Kirkwood K, Phillipov MM, 'What MasterChef teaches us about food and the food industry', The Converstaion, The Conversation Media Trust, Australia, 21st May (2015) [Newspaper Article]

[eCite] [Details]

2013Phillipov MM, 'Studying Journalism and Media at UTAS', EduTATE, Tasmanian Association for the Teaching of English, Tasmania (2013) [Magazine Article]

[eCite] [Details]

Grants & Funding

Funding Summary

Number of grants

3

Total funding

$387,867

Projects

The New Politics of Food and the Australian Media (2014 - 2016)$383,532
Description
The provenance of food and the ethics of food production and consumption are increasingly a focus of mainstream media, including television cooking shows, cookbooks, advertising, news and online media. This is the result of alliances between the media and food industries that are reinvesting foodand food politics with new meaning and significance. This project investigates the complex dynamics of interaction between these two important Australian industries by examining their texts, economies and practices. It will reveal their significant effects on corporate decision-making, consumer behaviours, public debate, and national policy.
Funding
Australian Research Council ($383,532)
Scheme
Fellowship-Discovery Early Career Researcher Award
Administered By
University of Tasmania
Research Team
Phillipov MM
Period
2014 - 2016
Grant Reference
DE140101412
Mastering Obesity: Television and the Pleasures of Food (2012)$2,000
Funding
University of Tasmania ($2,000)
Scheme
Grant-Research Enhancement (REGS)
Administered By
University of Tasmania
Research Team
Phillipov MM
Year
2012
'The Pleasures of Popular Music: Death Metal at the Limits of Political Criticism' (2009)$2,335
Funding
University of Tasmania ($2,335)
Scheme
Grant-New Appointees Research Grant Scheme (NARGS)
Administered By
University of Tasmania
Research Team
Phillipov MM
Year
2009

Research Supervision

Michelle welcomes enquiries from prospective applicants interested in undertaking a research higher degree at Masters or PhD level. While she has experience supervising a wide range of media, communications and cultural studies projects, she especially welcomes applicants with an interest in food-related media research.

Current

6

Completed

4

Current

DegreeTitleCommenced
PhDCommunications, Leadership, Identity and the Knitting Nannas in the Lock the Gate social movement2013
PhDSustainable magazines: Niche publishing, indie culture and ethical lifestyles2014
PhDParticipatory Acts: Is the Sucess of Sleep No More Evidence that the Net has changed narrative?2014
MastersLeft Dissent: The Australian Commercial News Media's Characterisation of 21st Century Protests Critical of Capitalism2014
MastersPoliticising Food: Myths and Class in Masterchef Australia2016
PhDAustralian Satire in the Digital Era2016

Completed

DegreeTitleCompleted
MastersWould You Like Genes With That? Romanticism and the debate over genetically modified food
Candidate: Liam James Gash
2016
MastersWings and Freedom, Spirit and Self: How the filmography of Hayao Miyazaki National Branding and Soft Power
Candidate: Shadow Shadow
2015
PhDThe Age of Consent: News, crime and public debate
Candidate: Claire Marie Konkes
2015
MastersLolita: Atemporal Class-Play with Tea and Cakes
Candidate: Sophia Abigail Staite
2012