The Ancestral Room of the State?

This article analyzes how Jamie Oliver’s show Jamie’s Great Britain represented Scotland in 2012, when the referendum on Scottish independence had already been announced. It follows Anderson, Bourdieu, Bhabha, cultural studies, and the idea that the nation is a hegemonic construction. Biosemiotics provides useful perspectives on the representations of Nature and Culture. Semiotic analysis interprets representations of the nation on the show. The results show that, while Oliver identifies English and Welsh food cultural origins with the Industrial Revolution and the Coal Boom, respectively, he finds Scotland’s food origins in the Vikings. Scotland is a land of ancestral habits and people, where Nature is inhospitable. Oliver represents England and Wales through the cultural categories of indices and symbols, while crude iconic representations of Nature are used to depict Scotland. Moreover, the Vikings also originated England and Wales (and Ireland), and in the end, the Vikings are constructed as the common roots of the nation that Oliver celebrates, the United Kingdom. Thus, Scotland is only represented as a part of the state-nation, a kind of ancestral room of the big house of the United Kingdom.