Village cooking vlogs and cosmopolitan desires.
By: Bhushi, Kiranmayi
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Material type: 
BookPublisher: India International Center Description: 50(3&4), Winter 2023 Spring 2024: p.163-177.Subject(s): Sociology, Village Cooking Vlogs, Li Ziqi, YouTube, Cosmopolitan Desires, Rural Life, Digital Culture, Global Audiences, Food Media, Cultural Representation, Internet Celebrity
In:
India International CenterSummary: This article examines the phenomenon of village cooking vlogs as a site of cosmopolitan desire, focusing on the global popularity of Li Ziqi’s YouTube presence. Introduced through personal networks, Li Ziqi’s vlogs have captivated audiences worldwide, even those not primarily interested in cooking. Her videos, while centered on culinary practices, are organically situated in the rural farmstead, where everyday agricultural and domestic activities seamlessly meld into a bucolic lifestyle. The study highlights how such vlogs construct an aesthetic of rural authenticity that resonates with cosmopolitan audiences seeking simplicity, cultural rootedness, and alternative modernities. By situating Li Ziqi’s work within debates on digital culture, global media consumption, and cultural representation, the paper underscores how village cooking vlogs mediate between local traditions and global desires, offering a hybrid form of cultural storytelling that transcends geographic boundaries. It was my nice who introduced me to Li Ziqis volgs on YouTube. She was surprised that I know nothing of her huge presence on the internet. It seems just about everyone watches Li Ziqi, even if they are not into cooking. While her video blogs are mostly about cooking, they are organically situated in the rural farmstead where various activities of the farm seamlessly meld into a bucolic life. – Reproduced
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Articles
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Indian Institute of Public Administration | 50(3&4), Winter 2023 Spring 2024: p.163-177 | Available | AR133493 |
This article examines the phenomenon of village cooking vlogs as a site of cosmopolitan desire, focusing on the global popularity of Li Ziqi’s YouTube presence. Introduced through personal networks, Li Ziqi’s vlogs have captivated audiences worldwide, even those not primarily interested in cooking. Her videos, while centered on culinary practices, are organically situated in the rural farmstead, where everyday agricultural and domestic activities seamlessly meld into a bucolic lifestyle. The study highlights how such vlogs construct an aesthetic of rural authenticity that resonates with cosmopolitan audiences seeking simplicity, cultural rootedness, and alternative modernities. By situating Li Ziqi’s work within debates on digital culture, global media consumption, and cultural representation, the paper underscores how village cooking vlogs mediate between local traditions and global desires, offering a hybrid form of cultural storytelling that transcends geographic boundaries. It was my nice who introduced me to Li Ziqis volgs on YouTube. She was surprised that I know nothing of her huge presence on the internet. It seems just about everyone watches Li Ziqi, even if they are not into cooking. While her video blogs are mostly about cooking, they are organically situated in the rural farmstead where various activities of the farm seamlessly meld into a bucolic life. – Reproduced
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