Abstract

This article explores how the Slovenian women's lifestyle magazine Naša žena (Our Woman) helped the Yugoslavian socialist project construct and shape the ideal socialist woman, and argues that she became the crucial ally in implementing socialist ideas in the everyday lives of Slovenians. The article shows how texts on food preparation and consumption, as well as those touching on household management and family care, published in Naša žena from 1960 to 1991 played an important part in the ‘civilising’ process that shaped behaviour, directed cultural and social practices, influenced social relations and constructed women's identities during socialism. We show how food-related texts (articles, recipes, columns, advertisements and advertorials) were never far removed from the larger political and economic socialist realities. In fact, they bore witness to changes in living standards and told stories about gender regimes, socialist ideologies and fantasies. These texts belong to a corpus of social transcripts that guide collective understandings of what it means to select, prepare, cook and eat food; what constitutes good cooking and eating; and who is responsible for preparing meals. Despite official socialist feminist rhetoric about freeing women from backward patriarchal arrangements, this article shows that texts offering food-related advice in socialist Yugoslavia contained explicit instructions for the ‘correct’ performance of the social roles of women, legitimising women's roles as worker, mother, wife and housekeeper. Above all, a woman was to be an ‘engineer’ of the private domain whose goals were to feed her family and keep the nation healthy and hence productive, and to modernise her kitchen in support of the technological and economic development of Yugoslavia.