Note: We're interrupting our regular review schedule to bring you some longish musings on food blogging. If this doesn't interest you, feel free to skip to next week when the reviews come back. Otherwise, read on.We sat with a
Pizzeria Paradiso pie between us and started with the fairly simple question of "why?" I was fresh off reading a Rachel Hutton piece on anonymous restaurant reviews, and he was merely trying to understand what had driven his friend to take an already-bankrupting hobby and turn it into a time-consuming, money-devouring labor of love.
The activity in question is food blogging, a term already so loaded with baggage it almost needs no further explanation. What's even more important is the framework with which my own particular food blog operates by: a few people's opinions of a city's restaurants and their arbitrary and relative worthiness to them. And in discussing the why question, it made me really think about my purpose. If, as stated, I'm writing for both myself as a food journal but also for others as a guide, how then can I differentiate my own individual experience and make it meaningful for others? Put another way, in an age where anyone with an Internet connection and/or smartphone can suddenly become a "food blogger" (myself included), how does one rise above the cacophony of readily-accessible opinions? Or in consultant-speak, where is each blogger's value added?
Off the bat, I should mention that I have a real distaste for Yelp, et. al. I think the concept in and of itself is fine, but like many things on the Internet, it really only represents the most polemic of opinions. "Reviews" of restaurants on Yelp often fall into two categories: "unqualifyingly negative" or "irrationally hyperbolic." If a meal was just mediocre or conventionally good, will the average diner spend their twenty minutes writing it up as such? Or put another way, as Jon Stewart once opined about politics (and I'm paraphrasing here), "The news cycle is dominated by the two percent of the spectrum who are the loudest and love to hear themselves shout. The other 98 percent are just too busy living our lives."
So then the argument against food bloggers inevitably becomes, if I can't believe the groupthink of Yelp-esque sites, why should I believe an unmoderated and solitary opinion from a person I don't actually know? Or reframed from the blogger's perspective, if someone stumbles on my reviews, what's to make them stay and care and believe?
I've made the argument before that in our post-Twitter world of immediacy and controversy, that there are really only two ways to keep people's attention: put in simple terms you can either break the news, or go against the grain. The first part is fairly easy, and is like every other piece of reporting: if I'm the first person to tell you that Jose Andres is opening a new restaurant that will only serve things that have been spherified (disclaimer: he's not), then that makes me worth reading because then you can get the information first.
The second is a little more nuanced, but not overwhelmingly so: take a fairly widely held position and go against it, often times but not always in a drastic way. "Oh, that three Michelin star restaurant? It was actually effing terrible." This isn't limited to negative turns either; as Jonathan Kauffman wrote (and yes, I've clearly just started reading Best American Food Writing 2010), there's a lot in common between foodies and the hipster stereotype of indie music elitism: "I just had an amazing meal at
Eola. It's okay, you've probably never heard of them." I have to admit that I'm fairly guilty of this (in food AND in music). Case in point: my aforementioned raving about Eola, a restaurant that's been in the last two Washingtonian Top 100s, doesn't represent a seismic shift in the "conventional opinion." But do I take a certain amount of self-aggrandizing pride in claiming it belongs among the recognized Washington elite eateries, when the average Washingtonian couldn't even place it on a map? A little bit, yeah. And I don't think is just a feeling I have.
Anyway, that's the argument that I've made before, that the only way to add anything meaningful to the dialogue is to shout something seismic. I guess the reason I'm writing this all now is to argue simultaneously and as strongly for a third successful method, one that I want to excel at (though perhaps my actual quality of writing would suggest otherwise): the elevation of food as something more than sustenance, to an art, to the total experience that food can be, all through great writing.
I realize this thought isn't groundbreaking. Frankly, food blogging, as I've admitted before, is partly a purely masturbatory affair, but one that also simultaneously revels in its exhibitionism (a concept that birthed the loving term "food porn"). To wit, it sometimes seems to me that the only people who read food blogs are people who themselves write food blogs. It's a fact that seems altogether obvious the more you think about; who else would willingly read 5,000 words on someone else's trials and tribulations making the perfect rhubarb pie than someone who themselves would write a thesis on the perfect way to cook an egg? But the multiple connotations of food porn are a noteworthy lesson here: people take enjoyment and put stock into the beauty and complexity of food, its taste, its process of creation, and its visual and epicurean qualities. Why shouldn't then we as food bloggers take them there?
And here is where my thesis differs from the norm, and I make my "go against the grain" statement: put down your SLRs, food bloggers, and invest just as much heart in your writing as your pictures. Do I love beautifully rendered, magazine-quality snapshots of amazingly plated vibrantly colorful food as much as the next guy? Absolutely. Will I probably buy myself a DSLR with whatever spare money I can scrap together if I think it'll help my food blog? Definitely. But do I think too many people cheat themselves and others from the real value of food blogging by relying on pictures? Without a doubt.
Again, I'm all for accompanying photos; it's why I tote my cheap $100 point-and-shoot along with me. "A picture is a worth a thousand words"; "you eat with your eyes first"; platitudes are platitudes for a reason, namely that they're true. But my biggest pet peeve is when a blogger snaps pictures of their courses with one line apiece, saying "The salad was excellent." Yes, I can see that it looks excellent, and I can take your word for it, but why was it excellent? Was it even really excellent or are you just regurgitating what the press release said? And no, making it a funny font (don't even get me started on Comic Sans, Papyrus, et. al) doesn't make it any better. It actually exacerbates uninspiring writing.
In reality, my favorite blogs (in the "those that are written by regular people like you and me who otherwise have jobs that do not include food" category anyway) are the ones that adeptly combine the printed word and the occasional beautiful picture seamlessly. See:
I Flip for Food,
Bitches who Brunch,
Bon Appetit Foodie, to name a few.
The most amazing part about food blogging to me is the ability to impart an otherwise entirely solitary and personal experience to others. Taste is a sense that can tell stories, and when I read food blogs, I want to be told these stories. I don't just want to know that a restaurant's vichyssoise was delicious. I want to know that it was delicious for you because its creaminess was almost silky, that it was simultaneously refreshing but savory, and that it reminded you of this soup that your mom used to make every Saturday night. I want to be drawn into your meal in ways that only words can take me.
Or, put another way, whether a dish was fantastic or terrible, qualify it. Justify your hyperbole for me. Was the service actually heinous, or were you just expecting better because you think you paid too much for a steak? Know what your expectations are going into a meal, and check them against reality. No, you will not be stuffed after a ridiculously expensive meal at minibar, but then again, that's not the point of minibar, is it? But is that detail captured in a picture? Certainly not. Describing the story to me tells me more than a picture ever could, and makes me believe what you're selling.
Are we all guilty of these crimes? Yes, myself included. Heck, I include a summary at the end of each post because of my neurotic need for lists and rankings. Is there an meta-commentary to be read into the fact that I, as a food blogger, am in a sense critiquing myself, as a food blogger? For sure. But, if we have to defend our middle 98% of food blogging, our defensible position is that we're allowing people to understand the complexity of our own personal experience in ways that can't be captured by pictures alone (or for that matter, arbitrary ratings and bulleted fragments either).
Good food blogging to me is not unlike a piece of amazing fiction. It tests your imagination, it pulls you into a story, and it taps into your own memories and sensations. You could read The Great Gatsby, or you could watch the movie version. More than likely, you'll end up enjoying the former just a little bit more (well, unless you're an unflinching Robert Redford fan).
So keep taking those beautiful shots, food blogger friends. But just maybe, take an extra second to tell me the story behind it too.