For Goodness Bakes: Family, Cookbooks & Confections

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Digital Commons at Salem State University

Digital Commons at Salem State University

Honors Theses Student Scholarship

2020-05-01

For Goodness Bakes: Family, Cookbooks & Confections

For Goodness Bakes: Family, Cookbooks & Confections

Ashleigh Prince

Follow this and additional works at: https://digitalcommons.salemstate.edu/honors_theses

Part of the Communication Technology and New Media Commons

Recommended Citation Recommended Citation

Prince, Ashleigh, "For Goodness Bakes: Family, Cookbooks & Confections" (2020). Honors Theses. 292.

https://digitalcommons.salemstate.edu/honors_theses/292

This Thesis is brought to you for free and open access by the Student Scholarship at Digital Commons at Salem State University. It has been accepted for inclusion in Honors Theses by an authorized administrator of Digital Commons at Salem State University.

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For Goodness Bakes:

Family, Cookbooks and Confections

Honors Thesis

Presented in Partial Fulfillment of the Requirements

For the Degree of Bachelor of Science in Media and Communication

In the College of Arts and Sciences

at Salem State University

By

Ashleigh Prince

Lauren Torlone

Faculty Advisor

Department of Media and Communication

***

Commonwealth Honors Program

Salem State University

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Abstract

Cookbooks and recipes are a staple in every kitchen. There are countless dog-eared and sauce stained pages adorning countertops and shelves all around the world, and year after year, those pages are shuffled and shared between friends, family, and the occasional lucky outsider. This thesis project is an exploration of cookbook writing, cookbook culture, digital design, branding and printing. While crafting a cookbook, I will be relating my experiences and findings to research on the history of cookbooks, cookbook culture, and the positive psychological effects of baking.

At the conclusion of this project, I will have made and printed a cookbook as a reflection of my findings. This cookbook will be made in honor of the Noel family matriarch, my Great Grandma Ina, who passed away in 2017, and will be titled “For Goodness Bakes”. “For Goodness Bakes” is inspired by Ina and her abundant love for her family, culture, and sharing pastries. My collection of recipes (inherited from Ina and her family members), will be coupled with familial research, personal anecdotes, baking tips, and a series of food and family photography. Throughout this project, it is my goal to further connect to my family’s history, as well as gain meaningful experience in writing and designing for publication.

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Table of Contents

Food & The History of Cookbooks ... 1

Psychology of Cooking/Baking for others ... 6

The Cookbook Writing Process ... 10

References ... 15

Image References ... 18

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For Goodness Bakes: Family, Cookbooks & Confections

Food & The History of Cookbooks

Across languages, continents, and cultures, there is one form of communication that we can all understand, and that is food. Though we may not always recognize it, food is an essential part of our lives, our cultures and our relationships with others, and equates to so much more than just a means of survival (Stajcic 2013). In many ways, food is a metaphor or a culture proxy, and when we create it, document it, and share it with others as a recipe, we provide the opportunity to hold decades of history and culture at the tip of a spoon.

The earliest recorded recipes were found in ancient Mesopotamia, Egypt, China, and Persia, however, most cooks did not follow written recipes. Due to widespread illiteracy and/or poverty, people would often learn to cook through observation, word of mouth, taste and memory (Veit 2018). In 15th and 16th century Western Europe, recipe collections were published not to be sold, but were crafted so that royalty to boast about their luxury, wealth, and banquets. Later on, when printing technology began to

develop, publishers were granted the ability to print for a larger, broader audience (Notaker 2017). Wide use of recipes and cookbooks as a format and a genre only really

came about in the 18 and 19th century when literacy became more widespread and printers could expand their audience beyond the rich and elite (Veit 2018).

The first American cookbook, The American Cookery was published in 1796, written by Amelia Simmons in Connecticut. Though the book had clear roots in English culture, it was infused with simple, rustic, recipes that featured local ingredients and

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new terminology. The American Cookery was the first to incorporate native North American ingredients for foods like cranberry sauce, slapjacks and pumpkin pie, and centuries later, it would be named one of eighty-eight “Books that shaped America” by the Library of Congress (Stavely & Fitzgerald, 2018). Though The American Cookery

was an important step for its time, it was still only really available to those who could afford such a luxury.

Cookbooks would later gain popularity when young, mobile 19th century

Americans found that they needed help with cooking and household maintenance but lived too far away from their friends or relatives to ask for advice. From then on, American cookbooks were styled to act as helpful friends that could guide the reader through the basics of daily life. Decades later, American Cookbooks would change once again when, after the civil war, millions of formerly enslaved people fled the households that they were forced to serve. Because slave owners worked to keep enslaved people illiterate, their culinary expertise was never recorded, and therefore left with them. This resulted in a sudden surge of cookbooks, largely written by white women, that

attempted to approximate and appropriate the lost recipes (Veit 2018). The first cookbook published by an African American woman wouldn’t come about until 1881, when Abby Fisher published What Mrs. Fisher Knows About Old Southern Cooking

(Eves 2005).

By the start of the 20th century, recipes became more precise, consistent, and reliable than ever, thanks to “the mother of level measurements” (Engel, 2013) Fannie Merritt Farmer. Farmer’s book The Boston Cooking School Cook Book popularized the use of standardized teaspoons, tablespoons, and cups. As result of this becoming

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common practice, American recipes evolved into to a more sustainable model, and began by listing the ingredients in precise quantities. Later on, under the weight of hardships like the great depression or WWII, cooks would rely on cookbooks and

recipes with ration quantities, food-stretching measures and advice on more sustainable ways of cooking in order to support the average American family. The American recipe format was “designed as a teaching tool for a mobile society, [and] the modern recipe is grounded in principles of clarity, precision, and replicability that emerged clearly from the conditions of early American life” (Viet 2018).

Cookbook production increased during the second half of the 20th century, during

“an era of unprecedented food abundance” (Notaker 2017). Cooking instruction eventually merged into the world of television, which made cuisine of all sorts more accessible and replicable for the general population. Celebrity chef Julia Child, for example, identified with the average inexperienced home cook, and as sociologist Richard Sennett identified, “her story is structured around empathy for the cook [and] she focuses on the human protagonist” (Notaker 2017). The success of these popular, helpful friends and the cookbooks that came from them gave way to a whole new surge in the cookbook market, turning a minor business into a mass-market industry” (Notaker 2017, p.64).

With time, other famous chefs, actors, rappers, poets, athletes, and brands began to dabble in cookbook culture. Celebrities like Snoop Dogg, Dolly Parton, Oprah Winfrey, Stanley Tucci, Antoni Porowski, Questlove, Joanna Gaines, Kris Jenner, Coolio, and Chrissy Teigen (just to name a few) have all offered up their recipes for the world to enjoy. Brand focused cookbooks have also been around for decades, with

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brands like Hershey, Pillsbury and Jell-O releasing their own specialty recipe collections. Fandom related cookbooks, catering the fans of popular franchises like

Disney, Downton Abbey, Bob’s Burgers, Broadway’s Waitress, The Walking Dead, and the Teenage Mutant Ninja Turtles have also been on the rise, marking a new point of growth for the genre. These celebrities, franchises, and brands are stepping into their new roles as helpful friends, offering their readers a specialized glimpse into lives, lore, anecdotes, tips, tricks, and recipes. In a sense, these modern cookbooks can be a form of escapism for the reader.

Recent renewed interest in cookbooks of all kinds largely stems from the growing trend of consumers opting to dine at home rather than eating out. With over 80 percent of meals being prepared and eaten at home, cookbook sales are continuing to climb year after year (NPD 2018). “Making food and having dinner at home is part of this idealized domestic life we’re always struggling with in the United States” (White 2018), and aspirationally reading beautiful, glossy, functional cookbooks can help a reader assimilate. At the time of publication for this thesis project, billions of people around the world are under stay-at-home orders to limit the spread of Covid-19, and many are left with time, anxiety and hungry tummies. In response to this, people have looked to their recipes and cookbooks for guidance and comfort, learning to make things like bread at home in order to regain some sense of control and productivity. According to NPD Bookscan (unrelated to the pandemic), cookbooks related to food-preparation appliances have seen an 84 percent increase in sales, low-carb cookbook sales

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ethnic cookbooks have risen 73 percent year after year with particular consumer interest in South Western, Italian, Indian, South Asian, and Middle Eastern cuisine.

In the digital age, one may ask how having constant, instant access to recipes at the click of a button may have affected the cookbook industry. According to market research group NPD, “Cookbook category sales are rising faster than warm dough” (NPD 2018), with sales growing year after year (21 percent from 2017 to 2018). Despite the fact that recipes are readily available via smartphone, tablet, virtual assistant, smart fridge, etc., readers are opting for physical cookbooks. Having a cookbook on hand when working in the kitchen offers a unique sense of familiarity and character, and “staining the book and drenching it in the aroma that we create with our food

concoctions contribute to an experience that can’t be replicated online. It’s something special and unique in a world of robotized sameness” (Rahmanan 2019), and to compliment that sense of comfort, cookbooks have evolved to become more

aesthetically pleasing. Within the past decade, more and more cookbooks have been crafted with higher production value (full color, food stylists, lots of photography, illustrations, quality printing, etc.) turning a standard collection of recipes into a

captivating showcase that the reader will want to peruse both in and out of the kitchen. Image 1. Image 2. Image 3.

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Psychology of Cooking/Baking for others

While cooking and eating is a basic human necessity, the act of cooking and baking for oneself and/or others carries numerous psychological and emotional benefits in itself. In a study published in the Journal of Positive Psychology, 658 young adults recorded how much time they spent on creative activities (such as cooking, baking, painting, knitting, etc.), their emotional states, and daily flourishing (a psychological term that describes the feeling of personal growth) for 13 days. The results of the study suggest that people who more often dedicate time to small creative projects may feel happier, more relaxed, and more enthusiastic about their pursuits the following day (Conner, DeYoung & Silvia 2018). This could mean that the good feeling that one gets when pulling a freshly baked loaf of bread from the oven, pouring a glaze over fresh doughnuts, or icing warm cinnamon buns could carry over into the next day, making that individual more likely to continue that pattern of productivity.

In recent years, psychologists have begun to explore baking and cooking as a therapeutic tool to help those with mental health conditions such as ADHD, depression or anxiety. A physical activity like baking, which grounds us in the direct experience of the body and our senses, is a natural antidote to anxiety (Escárcega 2020). Culinary art therapy can help an individual cope by providing a sense of control and a series of small tasks to focus on in a manner similar to meditation (Lewis, 2016). Baking something like a cake accurately requires attention and intention, and when focused and dedicated to that task, there a window of opportunity for escapism that ends with a nourishing, tangible result. According to culinary arts therapist Julie Ohana, “the ability to step outside of certain thoughts or actions, even if it is just for an hour or so can provide

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tremendous relief [and] that hour is a good building block” (Thomson, Apr. 2017).

Ohana believes that those experiencing grief, in particular, can benefit from engaging in CAT because of the sensory experience associated with memory. Cooking can help one address and process memories in a positive way, allowing for the opportunity to cope, process, and move on. For those struggling with the stress of their careers, cooking and baking can be an outlet. People who feel burnt out from demanding jobs that involve intense decision-making, pressure, and long hours can follow the steps of a recipe to relieve mental labor. Those feeling weighed down by monotony and boredom of everyday life, can turn to cooking and baking for creative stimulation and fulfillment (Andrews, 2017).

Aside from being an act of self-care and mindfulness, baking is an altruistic act. It “can help to encourage a sense of trust, community, meaning, purpose, belonging, closeness, and intimacy, all of which have been linked to things like increased happiness, decreased depression, and greater/more positive overall wellbeing”

(Thomson, July 2017). Food is obviously a basic need for survival, so when it comes to feeding others, the act ultimately becomes personally fulfilling, and that sense of

fulfillment stems not only from the act of giving but the fact that we have helped fulfil a primal need. “Cooking for others creates and affirms a primary bond [, and] It can provide a means for social acceptance and create a feeling of belonging to a community”. (Thomson, July 2017). On a basic level, people require food, safety, shelter and social connection. As our society, community, and relationships evolve with the digital age, creating and sustaining those relationships with something like the act of baking can be an important ingredient for living a flourishing life.

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Taking into account the aforementioned positive psychological benefits of cooking and baking, it is easy to see why so many have turned to their kitchens for comfort in the midst of the Covid-19 pandemic, which remains active at the time of publication of this thesis. “We’re consumed by a cacophony of daily updates with grim statistics, graphs of runaway exponential curves and predictions of deaths in the tens of thousands” (Ray 2020), and baking has become a much needed outlet for many.

Quarantine baking has become so popular that it has now become harder to find basic ingredients like flour, eggs and yeast. The simple act of baking a loaf of bread (which has become a staple activity for those in quarantine) satisfies the need to be productive, stimulates that psychological reward that comes from providing sustenance, and

creates structure during a turbulent time when people are feeling out of control, bored, and scared. “Measuring, kneading and shaping dough can be a balm for the anxiety that has accompanied the virus. And some people, faced with the prospect of the

conveniences of modern life being upended, are feeling the need to be self-reliant, even in small ways” (Heil 2020). Interestingly, this is not the first instance of a baking surge in a time of national distress and uncertainty. “Baking goods supplies and cookbooks… saw greater sales numbers as people sought comfort in the familiar acts of cooking and baking” in the weeks following the Sept. 11, 2001, terrorist attacks (Quay & Damico 2010). Making recipes that are familiar and comforting provides a sense of safety and normalcy that we really crave in grim times like these.

French Author Marcel Proust once described how tasting a madeleine cake, a food he had not eaten since his youth, triggered an abundance of comforting, warm and powerful sensory associations (Routledge Nov. 2016). Proust’s reaction stems from a

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nostalgic trigger. Nostalgia (rooted in the Greek words “Nostos” meaning homecoming, and “Aglos” meaning longing) is an emotional process through which people can

connect with the past and feel an added sense of meaning and place in a complex world. When my grandfather Lloyd Noel received two loaves of his grandmother’s bread (tested for the “For Goodness Bakes” cookbook), he remarked “[This] bread tastes just like my Grammy’s. It reminds me of the farm when we sat around the table for dinner. She always put this bread on the table.” When he received those two fresh loaves of bread, his thoughts and emotions were able to momentarily detach from the realities of covid-19 quarantine and bring him back to his youthful days on his grandparents’ farm in Maine. The senses are very powerful conductors of nostalgia. Scent, for example, is connected to emotions via the limbic system. Within the limbic system is the amygdala (which is responsible for intense emotions and motivation), and the hippocampus (which operates memories and emotions). When odors are received by that area of the brain, your memories are triggered by something that your nose knows (Roy 2015). According to a BBC report on nostalgic smells, the scent of baked goods is the greatest olfactory stimuli of nostalgia. On a basic level, nutrients within ingredients like chocolate, sugar, milk, cinnamon, coffee, anise, nutmeg, etc. stimulate different regions of the brain, inducing a flood of chemicals like dopamine and serotonin that promote pleasure and well-being (Haddon 2010). For Lloyd, seeing the loaf, smelling the notes of molasses, tasting the sweetness of the bread, and feeling the texture in the slice collectively worked to revive pleasant memories and improve his emotional state.

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The Cookbook Writing Process

“Cookbooks as a genre have evolved throughout the years, almost turning into art pieces and coffee table books, as visually appealing as they’ve been practically useful. Just a decade ago, they were straightforward collections of recipes sans images” (Rahmanan 2019). When writing for the genre today, quite a lot of preparation,

planning, and money goes into the process. The process begins with a good idea, a topic that one can identify with and can’t stop thinking about. Writing a cookbook is a labor of love, and it’s “more than a set of recipes. You have to have a message, a certain philosophy or technique or principle to pass on to the audience. It boils down to a simple concept: you know something more or something different than the reader. You have to inspire them” (Jacob 2015 p.159). In the case of “For Goodness Bakes”, my inspiration came from my great-grandmother’s family recipe collection. Once you have your idea and your subject, whether it be family recipes, desserts, vegan barbeque, or 101 ways to cook a turkey, the best way to jumpstart the cookbook designing process is to look through other cookbooks. Examine themes, identify the page elements that you like and don’t like, look at the text, the color, the format, the margins, the length, and feel the heft of the pages. Keep track of what you want your cookbook to look, feel, and taste like, and pour all of that into a mood board or a draft, so that you can begin to shape your cookbook.

The decision of whether you will be going along the traditional publishing or self-publishing route is an important step in this process. A traditional publisher will take over control of the design, timeline, publication and distribution of your book, can offer a book

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advance, and will help your book reach a wider audience. However, with the rejection rate for book proposals from both agents and publishers at about 98 percent, finding and working with an agent and a publisher is a long and difficult process. Self-publishing offers complete control over a book’s content, timeline, look, feel, and publishing, and serves as the more reasonable choice if writing a personal cookbook for friends and family. While traditional publishing takes between eighteen months to two years from manuscript to published book, self-publishing a book can take mere days, weeks or months from start to finish. If you want your book to be a commercial success, working with a publishing house is the best option, but for a book like “For Goodness Bakes”, self-publishing is the more sensible option. When self-publishing, you can simply print and bind a basic book yourself, or you can produce a professional bound book via subsidy publishing, using a publisher that specializes in custom cookbooks, or becoming your own publisher by hiring your own production staff and choosing your own printers (Jacob 2015). In the case of “For Goodness Bakes”, I will be utilizing the subsidy publishing method with the self-publishing platform Blurb.

When it comes to deciding what to include in your book, there are a few standard things to consider. At a basic level, your book should contain a minimum of 50-60

recipes (Carter 2015), organized into categories. To help determine the order/type of categories you’d like to use, reference other cookbooks that you admire. For example, consider Sasha Pieterse’s Sasha in Good Taste, in whichthe content is split up into a major category like “Sweet”, then further broken down into subcategories like “Bites”, “Cookies”, and “Crumbs”. This system is effective because it divides dishes by type and texture, which in turn improves content flow for a better user experience.

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Image 4. Image 5.

Once you decide on your categories, fill them out with as many related recipes as possible, and cut the content down afterwards for a perfect, focused collection full of your strongest dishes. It is important to note that creating and referencing a style sheet while writing is important in this process to ensure that your recipe language remains consistent throughout the book. When working with a publisher, they may provide their own recipe writing style guide. Of course, “some recipe writing styles have become standard: figures always come first in the ingredients list, and tablespoon, teaspoon, pound, and cup are almost always spelled out”, and the standard recipe writing format is “title, headnote, yield, ingredients list, and method” (Jacob 2015 p.185-186). The goal is to map out the recipe in the most comprehensive way possible to avoid any confusion on the part of the reader.

Once all of your content is collected, sifted, and set, you can finally turn your attention to layout. The standard program to use when designing any book for print is Adobe InDesign. The four basic principles of design are contrast, repetition, alignment, and proximity (Williams 2008), all of which are important when designing a cookbook for print. Contrast tells the reader what to look at first on a page, so balancing elements like font, size, spacing and color is incredibly important for visual appeal and easy reading.

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Repetition with elements such as color, shape and placement are important in keeping your design unified and consistent throughout the entire book, and alignment and proximity bring structure and flow to the pages. To ensure that these design principles remain consistent on every page, it is important to set up and utilize master pages. Once you apply master pages, you can easily import your recipes from a word document and tailor your pages from there. Aside from the basic design elements of layout, type is one of the most important decisions you’ll have to make for your book. A few fonts to consider for print include Georgia, Verdana, Caslon, American Type,

Minion, Garamond or Palatino (Carter 2015), but it ultimately comes down to personal preference and readability. Most books use a set of about two to three fonts (heading, Ingredients, body copy, etc.), so it is important to save all fonts and weights in your paragraph styles for easily application and alteration. Test printing your pages can be quite useful at this stage, and in the drafts to follow.

Many popular modern cookbooks lend themselves to striking digital photography. While colorful cookbooks framed in an abundance of photography are common, “A styled color photo costs anywhere from $500 to $1,200 [and] established photographers can charge between $20,000 and $40,000 to do a cookbook shoot over several days” (Jacob 2015 p.175) in the context of traditional publishing, an editor would determine how many photos the publisher can afford. To help cut costs, some are using illustration in their cookbooks in place of photography because paying an illustrator is a much more cost effective option (Rahmanan 2019). In the case of a self-published book like “For Goodness Bakes”, the author must find a photographer/illustrator and pay out of pocket, or learn how to execute the design themselves.

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While crafting “For Goodness Bakes”, I faced a number of challenges. Wanting a truly professional cookbook, I initially set aside personal funds and hired a photographer who agreed to shoot at a discounted rate in exchange for using the photos in her stock portfolio. Once the Covid-19 stay-at-home advisory went into effect, however, I was unable to work with her and all of my plans were forced to change. The conclusion of my senior year, the presentation of this thesis, along with a great many other events melted away for life-saving social distancing measures. With everything around me turning upside-down, I felt wounded and lost. In the interest of saving this project, honoring my great grandmother, preserving my vision for the book, and improving my emotional state during this unprecedented time, I purchased professional backdrops and lighting, taught myself how to use the equipment, and ended up baking, shooting and editing all of the content pictured in the book. Though the circumstances were challenging, I can proudly say that I built “For Goodness Bakes” from scratch during a time when everyone was in need of a little comfort, family, and something sweet.

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Image References

Image 1. Cover of Chrissy Teigen’s Cravings: Hungry for More.

Image 2. Pages 224 and 225 of Chrissy Teigen’s Cravings: Hungry for More.

Image 3. Pages 236 and 237 of Chrissy Teigen’s Cravings: Hungry for More.

Image 4. Table of Contents of Sasha Pieterse’s Sasha in Good Taste

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Figure

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