HTM 760 – COMMUNICATION & GASTRONOMY

____________________________________________________

TITLE:

CULINARY FIGURE’S: MALAYSIA CHEF’S BIBLIOGRAPHY

______________________________________________________

Prepared For: Dr. Siti Zabedah Mohd Shariff

Prepared By:Mohd Safuan Asmi Bin Khalid

2014428276

Zulkarnine B. Bohari2014659774

HM 705 – Master in Gastronomy

Faculty of Hotel & Tourism management

0

CONTENT

CHAPTERCONTENT PAGE

CHAPTER 1 INTRODUCTION 1.0  Who is Chef’s 2-3

CHAPTER 2 BIBIOLOGRAPHY

1.0 Professor Chef Zamzani Abdul Wahab

4-62.0 Chef Ammar Ibrahim Hamid Al AliChef Rashid Hashim Bin Mohammad Hashim

CHAPTER 3 THEORY OF REASON ACTION, CULTURE & CULTIVATION

1.0  Theory of Reason Action Preamble7-112.0 Theory of Culture Preamble

3.0 Theory of Cultivation Preamble

CHAPTER 4 CHEF’S ACHIEVEMENT

1.0  Chef Zam12-152.0  Chef Ammar Ibrahim Hamid Al Ali

3.0  Chef Rashid Hashim

CHAPTER 5 CHEF'S ANALYSIS

1.0  Chef Zam  2.0  Chef Ammar Ibrahim Hamid Al Ali 16-183.0  Chef Rashid Hashim  

CONCLUSION 19-20APPENDIX 21-25

REFERANCE 26

CHAPTER 1

1

INTRODUCTION

1.0 Who is Chef’s

Food and beverage industry associated with hospitality and tourism industry globally. The

hospitality and tourism industry plays a major role toward to the country economic situations.

Food and beverage know to be of the nerve center of the industry, it is main contributor other

than room service. The food and beverage industry comprises of fine dining restaurant,

bistro, casual eatery place, food court, cafe, “kopitiam” and even street hawker’s

stalls. Malaysian food and beverage industry offered varieties of dishes and beverages to the

community.  

In notion with the paragraph above, the industry had allocated a wide variety of food and

beverage dishes. However, from each of the dishes and cuisine that been prepared, there is

always an individual that we called as CHEF. Although foods are not the central focuses if

this study, this study focusing on culinary figure toward communication and gastronomy.

Chef a person that prepare our foods, create the dishes or even planned the recipes.

Nowadays chef had been a popular job in employment job scope, well based on the chef is

servicing. Giving an attention to individual called chef. A chef is a person that professionally

trained to cook in world of gastronomy. They are highly trained and have vast knowledge of

food and beverages in the industry. Typically, chef had been classifying into several function

based on the skills, experience and cuisine they expert in. The words “CHEF” coming from

the words derived and shortened from the term chef de cuisine from French and the meaning

is the director or head of kitchen hence it a culinary by profession. Chef’s is segmented

following to their skills and experience as in food and beverage industry. They coordinated in

2

such ways to coming out the best dishes and practices good team work philosophies in their

work place.

Table 1.0 explained the chef job and functions following to their skills and as a scholar the

definition towards chef is, they act as a prominent figure in the industry. A name by

definition a chef must be skilled and experienced person in culinary worlds. Consisting of

theoretical and practical knowledge in the food and beverage industry. It not a complacent

job because one must have passion and patient. Chef must have discipline attitude and

knowledge as sharp as the knife. To be a chef one must married with the job, meaning that

perseverance and determinate mold the chef character.

Along with the chef behavior and characteristic, it is all based on the study of ‘theory of

reason action’, ‘theory of culture’ and last but not least ‘theory of cultivation’. The 3 theories

relate to each other whereby communication is proven to be change agent on person as a

whole. Communication is a persuasive function because the attributes to change a person to

construct them with a desired dimension of behavior. Besides giving an attention toward

communication there is also an integrative function that approaches individual toward

societal and furthermore the verbal and nonverbal of communication languages that shape the

individual called chef.

From the aforementioned we had interviewed 3 chefs’ in Malaysia to be our selected Chef’s

Culinary Figure interview. Introducing Chef Zamzani Abdul Wahab or know as Chef Zam,

former Head of KDU Collage’s Scholl of Hospitality and currently pursing in education and

restaurant business. The next chef will be Chef Ammar Al Ali, that bring us to his experience

towards Mediterranean and middle eastern food cuisine. The final culinary figure that we had

interviewed is Chef Rashid Hashim, a young yet experienced chef in food and beverage

3

industry. From the culinary figure’s interview, a review of the 3 outstanding chef’s will be

complemented in our further chapter.

Chapter 2

BIBIOLOGRAPHY

1.0 Professor Chef Zamzani Abdul Wahab

Professor Chef Zamzani Abdul Wahab or well known by Chef

Zam, born in Kuala Terengganu and got his early collage

education at Mara Institute of Technology majoring in Diploma

in Culinary Training year 1990 and graduated in 1993. After 2

years of working in the industry he planned to further study and

ended up with Johnson and Wales University an American

Private University from the years of 1995 until 1997 and holds an Associate of Science in Hotel

and Restaurant Management and furthering his bachelor science degree majoring in Hotel and

Restaurant. Upon graduated from University of Wales, due to study intuitions and determination,

Chef Zam took his Master of Art major in Hospitality Management and successfully graduated

his 2 years’ study at University of West London. Chef Zam is a very knowledgeable with

hospitality and tourism industry and his vast experience with food and beverage make him well

know. During his career with the industry he is one of the current Vocational Training Officer at

CIAST (center for instructor and advanced skills training) from 2014 and a former Head of

Special Project at KDU Collage, School of Hospitality, Tourism and Culinary Art. Finally, on

July 2010 and at the age of 45 he starts an education business and the principle cum owner of

Silverspoon International Collage in Puchong, Malaysia. Apart of his achievement Chef Zam

4

also is a very talented person, whereby he had conducted various television cooking show, some

of the cooking show named that he sharing with us were ‘Periuk Hangus’ and ‘Peancarian Ideal

Chef Selibriti’.

2.0 Chef Ammar Ibrahim Hamid Al Ali

An Arabian by figure, a Palestinian by birth and a Malaysian by

citizen. He is Chef Ammar the well-known chef in Malaysia, a

down to earth person yet firm and sharp. He starts his collage

studies at Kolej University Taylor from 1990 to 1992 and

proceeding again his Diploma at Stanford Collage Penang years

1996 to 1997. He has double diploma in hospitality and diploma

in food production and kitchen planning. He starts his industrial training in several places. From

there chef learn to be in the industry and start his career in Maldives as Head Chef at Universal

Enterprise Maldives from 1993 to 1996 and acted as Resident Assistant Manager. In 1997 he

joins education industry as food and beverage and kitchen lecturer ay Olympia Collage and

ended his lecturing career in September 1997 to join venture a family business as Executive

Operation Manager. For the past 3 years in the family business, Jordan Amman, he turned back

into the industry as specialty chef specialize in Mediterranean and Middle eastern at Shangri-La

and Holiday Inn, Penang Malaysia from 2001 until 2006. Moving forward with the tittle Chef De

Cuisine he joined Regent Hotel Kuala Lumpur from 2006 until 2007 and change the company

again with Executive Sous Chef position at Grand Millennium Hotel Kuala Lumpur in 2007 to

2008. Then he diverts again to Taj Hotel Resort and Palace Malaysia Langkawi Island in 2009 to

2010. Then in 2010 he joined ZOUK NIGHT CLUB as Executive chef cum chef consultant and

5

again hop to One World Hotel, 2011 as an Executive Chef. In the interview chef mentioning that

he had to settle down rather than hopping here and there he decided to do what he do best. To

venture in a food business, well he managed to pull it out together and currently he owns a herbs

and processing factory, a cooking classes and will be opening his own authentic middle eastern

restaurant in Subang Jaya.

3.0 Chef Rashid Hashim Bin Mohammad Hashim

A 30 years old Johorian boy make a successful career with the

award of young chef Johor and young chef Malaysia and many

other long award that he had achieved as a chef. Even though he

not as bright in the early days, he had shown perseverance and

commitment toward his career line. Started in collage major in

engineering make him think twice and change he love the most,

that is to be in the kitchen. He joined Johor Education Foundation in 2003 majoring in Food

service and culinary arts and took a leaps to ‘Jabatan Pembangunan Kemahiran Malaysia’

majoring in advanced diploma in culinary arts, Malaysia skills certificate level 5 in 2013. Chef

starts in the industry from the bottom to top and from July 2011 to 2013 he attached with Dish

E&O Restaurant Berhad in Kuala Lumpur as an Executive Sous Chef. Chef Rashid spread his

wing to Resort World Genting as Sous Chef and currently attached with Awana Hotel subsidiary

of Genting World Group. Chef Rashid experience in life high and low and his determination to

be a great chef, make a fruitful result to him by winning several awards during his career line

such as Malaysia International Gourmet Festival 2013 best chix restaurant award and Hospitality

Asia Malaysia Award. To measure Chef Rashid award and his contribution towards culinary

6

experience is very indulging. These also align with his knowledge and perseverance toward his

passion make what he is now. To lead by example and to be the best in the culinary worlds.

CHAPTER 3

THEORY OF REASON ACTION, CULTURE & CULTIVATION

1.0 Theory of Reason Action Preamble

The basic understanding about theory of reason action is the linked between attitudes and

behavior which it has to major factors of the behavioral attention, showing of cause and effect.

The first factor is attitude whereby the second factor is subjective norms. Attitudes are defined as

the sum of beliefs about a particular behavior weighted by evaluations of those belief. Whereby

the second factor is subjective norms act as an influenced behavioral attention, Katherine Miller,

(2005).

The theory of reason action classified into 4 section that consisting of cognition, a new learning

to accept. Diversion, a receive reaction either positive or negative, consisting a diversity of

emotion. Social utility, toward appreciation to utilize the social responsibility and finally the

withdrawal, the judgement either to retaliate or follow toward the acceptance of behavior. In

other words, communication and theory of reason action have a dynamic factor following to the

situation.

7

In notion with further explanation from the above paragraph we will measures the theory of

reason action factors against the 3 culinary figure’s that we had interviewed.

Basically the 3 chefs consist of different background, areas of expertise and character. However,

they managed to bring out the best in them. The chefs coming from an average family, they seek

knowledge and ambitious in their own ways.

For Chef Zam living in Kuala Terangganu make him a village boy with lesser mind set of an

education. In the early age he did not know the path or where he is going to, he mentioned it as

‘honeymoon times’. He carries out his young life as normal school boy until he fails twice in his

‘Sijil Rendah Pelajaran Malaysia’, (SRP) and then he moved to ‘Sekolah Menengah Yayasan

Kuala Terengganu’ for his ‘Sijil Pelajaran Malaysia’, (SPM) and got distention 3 make him able

to enter Institute Technology Mara either Diploma in Secretery or Diploma in Culinary Art, alast

he had selected Diploma Culinary Art to pursue his higher education.

However, even in collages he has the negative mind set of not better than anyone else. Yet he

was wrong, when one of the lectures does support and persuade him for more. An appreciation

towards his lecturer Madam Rozie and from there he picks up his phase and change to be a better

student, as a starts. To sum up the theory of reason action does effect Chef Zam attitude and

behavior from advice and support, change him to become more determination, positive and

ambitious person.

Thru cognitive, Chef Zam might do not have any support from his sibling or parents, however he

has the perseverance to pass his SRP. This might relate to the push factors of teacher to support

8

him or losing friends that pass their SRP and goes collages and university left him alone in the

village, continuing the factor of diversion to accept and change his ways. Social utility comes in

when he was in Institute Technology Mara, whereby lecture again provide him the cognitive

result, he picks up again to build confidence and move forward. As this point his positive

judgement had make him realize to extend further, be articulate and resulted extreme

achievement in his life.

As for Chef Ammar, his situation basically not coming from in the good side, because of his

birth country political issues, bring him to Malaysia. He starts up liking food and beverage

industry following to his parent business. In other words, the cognitive factor coming from the

parents. Following from his parent the social utility coming in whereby he appreciates the

learning and built up the willingness to move forward for more. The social utility coming in to

him with the responsibility to study and follow his parent steps in food business. The final

positive judgement recognizes by him to plan and structured his passion toward food and

beverage industry.

Theory of reason action towards Chef Rashid more or less have the similarities of Chef Zam.

However, he had experienced very much negativity before he gains the achievement and

becoming a successful chef. Back to his interviewed session he did not receive any support from

his parent in the early age. The cognitive of new learning to accept was to study and change,

which he had followed his heart to pursue more to food and beverage industry. A diversion that

he faces is the negative impact the he has to stand and be much more resilience and move

9

forward. His social utility factor or responsibility is to proof people wrong and the withdrawal he

managed to accept it positively.

The other phase of theory of reason action that Chef Rashid encounter was, when he attached

with one of the hotel for practical training. He met one trainer, a chef as well but the teaching

method in a harsh and sharp ways. The cognitive of new learning and experience due to

discipline teaching, made him a persistent chef that hunger for knowledge. A diversion toward

him either to quit and move forwards, and he choose forwards that show social responsibility of

him to be a better chef and remove negativity and accept positive attitude is the withdrawal that

Chef Rashid faced.

2.0 Theory of Culture Preamble

Culture is dynamic concept that approach the community as quoted by Samovar, Porter and Jain,

(1981),

“the deposit of knowledge, experiences, beliefs, values, attitudes, meaning, hierarchies, religion,

timing, roles, spatial relations, concept of the universe and material objects and possession

acquired by a large group of people in the course of generations through individual and group

striving”.

In other words, culture provides a behavior guideline to communicate, a way of organizing and

interpreting experience, culture also act as a means through which individuals can participate in

the world of the community and a means for integrating cultural members separated by time and

space, Katherine Miller, (2005).

10

Culture also defined by Bauman. (1999) cited that, “the culture concept has been adopted by

many people, each intent on using it for some purposes rather than from others”.

Culture relates to everybody and it have the concept of cognitive behavior, where by

communication refer to expressive action either verbal or nonverbal based on specific social

scenes to cultural discourse cited by Carbaugh., (2007), “historically transmitted expressive

system of communication practices, of acts, events, and styles, which are composed of symbolic

forms, norms and their meaning.

3.0 Theory of Cultivation Preamble

Theory of cultivation based on user and gratification, it narrows down the individual diverse

mind. As cited by Gerbner, Gross, Morgan, and Signorielli, (1986),

“The longer we live with television, the more invisible it becomes. As the number of people who

have never lived without television continues to grow, the medium is increasingly taken for

granted as an appliance, a piece of furniture, a storyteller, a member of the family. Ever fewer

parents and even grandparents can explain to children what it was like to grow up before

television”.

The abovementioned theory very much comprehends with each other’s. Thus the function of

communication makes the chef’s successful in their own experience and future undertaking. The

link of cultivation effect can be cognizing from Morgan and Signoroelli, (1990) cited that,

11

“Rather, cultivation implies long term, cumulative consequences of exposure to an essentially

repetitive and stable system of messages…. It is concerned with continuity, stabilization, and

gradual shifts rather than outright change. A slight but pervasive shift in the cultivation of

common perspectives may not change much in individual outlooks and behavior but may later

change the meaning of those perspectives and action profoundly”

In other words, the theory of reason action, theory of culture and theory of cultivation linked to

each other. Whereby theory of reason action implies with the nature of early information that

provide withdrawal effect to the chef. Theory of culture based on surrounding behavior and

theory of cultivation based on long term effect of an individual in this we focusing toward the

chef’s.

CHAPTER 4

CHEF’S ACHIEVEMENT

1.0 Chef Zam

Chef Zam in particular not a very bright person however he gained while studying at Institute

Technology Mara, the cultivation coming from a lecturer. He able to achieve the highest exam

score in food fundamental subject taught by Madam Rozie. From the interviewed he did mention

several time to be humble and do not chase fame, because from hard work turn to recognition

and from recognition bring money. The message that he is trying to convey is to be genuine and

seek further knowledge, as well as practice make perfect.

12

His perception toward our culinary education was not very intriguing because our government

yet able to understand the concept of culinary education. Yet to work in food and beverage

industry one must start from below and yes the salary range is not promising as it not a preferred

job in Malaysia.

“The spectrum of hospitality career is very wide, only perseverance and determination is

needed,” as mentioned by Chef Zam.

It is not the nature of hospitality and tourism industry in Malaysia, as it is common, hence in

order to be successful is to change. As for Chef Zam he had been through and realize to be smart,

diligence or left out. He selects to be in the favorite category and he achieved it.

He also mentioned that, “do not chase for fame to be a celebrity chef but be a chef to get the

fame”.

Chef Zam determination toward culinary becoming a passion until he got a Professor by tittle

and open up an education business in culinary named as Silverspoon International College.

Before he open up the collage he was the ambassador for kitchen appliances for Philips and on

that time around he was a renowned celebrity chef in Malaysia.

Chef Zam had exposed in many television shows namely as ‘Periuk Hangus, MyChef, Masakan

bersama Marmite, Masam Manis Ramadhan, Heinz ABC Sweet Soy Sauce, Senyuman Kraft

Single Game Show, Siap Saji Scotts Towels, Healthy Living with PETRONAS, Pencarian

IDEAL Chef Selebriti, What’s Cooking with Marmite?, Ole-Ole Chef Zam & Fimie, Dunia

13

Wanita, Asia’s Best Kept Secret, Kuih Raya: Juara Antara Kolej, Kan Cheong Kitchen, The

Flaming Chef, Serimas, Selera Dunia, Tak Tahan, Berat Badan Unggul, Sucre Fest met Chef

Zam, The Malaysia Invasion, Aroma Selebriti, MMVitaOils, Rahsia Rasa, Romancing February,

Garam Gula and Cak-Cak’. It’s a long list of television show that Chef Zam had conducted and

this show how experienced and skillful Chef Zam in the culinary worlds.

Other than education business Chef Zam also ventures in restaurant business namely as ‘Food

Theory Kitchen’, currently he has 2 branches in Section 7, Shah Alam and Petaling Jaya,

Selangor. It a simple restaurant décor and selling western and eastern cuisine. Chef Zam looking

forward to open another outlet but yet to announce the new restaurant location. Going further

Chef Zam also one of the Vocational Training Officer in CIAST and still teaching to provide

knowledge and experience to the new generations. As he cited that, ‘ I am appreciate with the

process I had coming though and very much like to deliver it to my students’. In his opinion he

would like to see the culinary world changes in Malaysia and align with international country.

2.0 Chef Ammar Ibrahim Hamid Al Ali

Chef Ammar achievement in Malaysia culinary world becoming very transcendent when he

appearing in cooking show TV AL-Hijrah. He specialized in Middle Eastern and Mediterranean

cuisine. He had been in the culinary worlds since he was born in Palestine. His parent own a

foods business and from there his passion towards food if growing. He had started in his young

age and pursue his career as a chef for about 23 years. In 2012 he changes his mind not to work

under peoples but start his own business. Yet he achieved his dream and owned a herbs and

spices factory in USJ, Puchong, ever since then his business expand.

14

Even though his work schedule is very tight, he still manages to handle his personal life. He

married to Madam Zuraini from Penang with 3 kids. He also very much appreciated the support

provided from his parents, until he becoming successful at this time. Chef Ammar not only

concentrated with his factory, however Chef segregates his time for others. He still presenting

the cooking show in TV Al-Hijrah, conducting cooking class and planning to open his middle

eastern and Mediterranean cuisine in 2016. The best achievement that Chef Ammar mentioned

is to get the ‘Halal’ certification from ‘Jabatan Agama Kemajuan Islam Malaysia’ (JAKIM),

because the process to get the ‘halal’ validation is very lengthy and he embraced ‘Allah The

Mighty’ for giving him the business opportunity.

In addition, Chef Ammer does mentioned in the interview, open quoted ‘nothing is this life is

easy, as human being we are very ambitious, when we fall down don’t give up, rise and move

forward. We need to analyze what is wrong and what is right, so that we will not fall into the

same ‘lubang’, hence we must physically and mentally prepared and don’t be too optimistic’,

from Chef Ammar.

3.0 Chef Rashid Hashim

In particular Chef Rashid not very much have a good start in his young life. Before joining and

know the culinary worlds about. He always has the passion towards cooking but his family and

parents not much supportive to him. He learns to cook in the early age with his grandmother,

only simple dishes and sometimes he tries to cook alone. He proceeds his high school and

college life majoring in engineering which he does not like, only because of his parent.

Unfortunately, he unable to carry on and drop the course. He received tons of negative feedback

however, he does not want to fail and proceed further. It is proven when he joins culinary school

15

and proceed with his passion in culinary. From there he sky rocket his career and tremendously

achieve several awards like ‘Young Chef Award’, ‘Young Johor Chef Award’, Malaysia

International Gourmet Festival, (MIGF) Best Restaurant award, 2012, Hospitality Asia Platinum

Award, (HAPA), 2012 Best Restaurant award and Malaysia Official Food Show, (FHM), silver

award. From the line of awards that Chef Rashid received show that he is a very persistence and

keen individual.

Apart of that, Chef Rashid share with us the very peak or climax of his career as a chef. The

times he has to absorb and becoming resilience to achieved his target. It all happen during his

early years working in Shangri La Putrajaya, whereby his Executive Chef Kadir Abdul Razak

tortured him mentally and physically until he felt to quit and carry on. However, his

perseverance and determination make him moved forwards and now he understand and

appreciate his mentor. A words of advice from Chef Rashid to all students especially culinary

students, he cited that,

‘Young chef must know how to manage time, equips themselves to be resilience, must start from

the beginning, set goals and last but not least to have a solid knowledge in culinary experience’.

CHAPTER 5

CHEF’S ANALYSIS

1.0 Chef Zam

The first time we met Chef Zam, in a coffee shop, he is with his gym suits on. This might be the

arrangement made during his free time, as we assume he is a very busy person. We introduced

our selves and start with a light conversation before proceeding with our interview. To our

16

surprise he is our senior from the same university and we hit the ice breaker and began the

interviewed session.

Quite an important detail from Chef Zam personalities we found that he is a self-motivated

person, not a procrastinator, strong willed, mentally organized and all of these traits became

visible to us because of his punctuality. We managed to be on time to proceed with the interview

session.

From the interviewed we found that Chef Zam is a futuristic person because he moved on and

realize his mistake that bring him up further. He self-satisfactory make him to be more

determined and not easily surrender with negativity within himself.

2.0 Chef Ammar

Any person that did not know Chef Ammar will assume that he is a firm and sharp person. Well

he is, during working. However, is a soft spoken person and very polite. He able to communicate

in Bahasa, English and Arabic since he has an interesting background. Married with Malaysian

17

and born as a Palestinian. We met him at his factory in USJ Taipan Subang, and began our

interview session with him.

Through our observation he is well dressed, smart and presentable as a chef should be. He

explained to us Chef must be firm and sharp in making decision. He is very futuristic and

ambitious man, whereby his perseverance makes him to achieve all his desires, from commis

chef to executive chef and become a business man.

He is also very religious man whereby he would like to implement all his culinary skills and

change the gastronomic worlds surrounding him to follow Quran Nur-Karim and Assunnah

because as a muslim we should know the basic principle stating from foods. As quoted by Chef

Ammar,

‘A muslim we should know what we at, when to eat, when to stop and do it with loves and

sincere’

At the end of our interview he brings us a tour to his factory and show to us how the spices are

being process. Another words to describe Chef Ammar is a very detailed oriented person, good

business acumen, bright perspective of future undertaking, committed and structured person.

3.0 Chef Rashid

18

Plum and cheerful Chef that we can described him. An interview appointment with him held at

his work place in Awana Genting, that took us about 2 hours driving from Puncak Alam. We

reached Awana Genting about 4pm in the evening and the sky look under the weather. However,

due to his pleasant accommodation we felt relaxed and ready for the interview session with Chef

Rashid.

We noticed that Chef Rashid look very professional in his chef suits and the ways he instructs his

hostess to usher us also very accommodating. A few minutes later we began our interview

session and ended with several questions that came across in our mind. This is because Chef

Rashid being transparent and not reluctant to share with us his life experience until he become

successful person.

We noticed that Chef Rashid is a very futuristic person, he focuses on to realize his dream and

passion toward culinary worlds. To become the best and proof to others he manages to be the

best as well. He has the self-satisfactory attitude and loyal to his employer, even though he is hot

in the current market. He claims to attain and link his profession toward sub business that he is

currently doing.

He planned to be the sole distributor for wagyu meats product from Australia and Malaysia. As

matter of speaking he is waiting from Government Malaysia to provide him the full valid license.

Even that so Chef Rashid have his own slaughtering factory in Pahang. He thinks about future

and money circulation when he is retired. A very futuristic person yet humble and down to earth

kind of a person. His story telling really motivational and should be shared because it a worth of

19

an experience to becoming a great chef like him with all those impact that Chef Rashid went

thru.

CONCLUSION

Gastronomy is a study of food art considering to all the factors including in hospitality and

tourism industry. Meanwhile communication is a method of conveying information either

through verbal or nonverbal. When gastronomy and communication combine together it interpret

a different meaning of causal and effect. Which the causal is gastronomy and effect is

communication. It relates to each other that gastronomy need communication to disseminate the

information. In other words, gastronomy cannot stand alone without any output and input of

messages to individuals.

In above notion culinary figures consist in gastronomy worlds hence communication make them

famous through communication. Apart of that communication comes in a various medium either

from television, social media, radio, world wide web (www), or even through words of mouth.

Even communication leads to the roots course that molds the individual for example chef.

Looking back at the communication theory of reason action, it consisting of cognitive, social

utility, withdrawal and judgement as a part and partial of individual behavior. Apart of that

another theory coming in which is theory of culture based on tradition and theory of cultivation,

is an acceptance of learning that being taught from the nearest party to the individual. In these

context of culinary figure interview, to determine the chef’s attitude and behavior past, present

and future. A parts of relationship analysis towards the above theories mention. To gain an

access of information either the chef’s is futuristic, self-satisfactory behavior and to gather a

20

qualitative information towards the similarities of answer given by the 3 chef’s that we had

interview. They are Professor Chef Zamzani a celebrity chef and business man, owner of Green

Olive Private Limited and celebrity Chef Ammar Al Ali and Genting Worlds Executive Chef

Rashid Hashim.

Overall of the 3 chef’s that we had interviewed have the same motivational factors but yet

different experiences in life. For Chef Zam, family is not the main factors toward his changes.

He only realizes his potential during his study in Institute Technology Mara. He changed his

behavior and attitude to become a better person. Apart of that he becomes more determinant

individual and gain towards success.

Meanwhile it a different story from Chef Ammar, whereby he inherits the family values in him.

Family own a food and beverage business back in his home country. From there he pursues his

ambition stages by stages with a focus mind to achieve it.

Chef Rashid start his career with a humble beginning as a kitchen steward however due to

knowledge and success he seeks further. His passion towards food and beverage grew in him

since young and learns from his grandmother, ever seen he never stops and keep pushing himself

further.

Finally, to conclude the communication theories does effect to all of the 3 chef’s in every aspect,

perseverance, diligent and religion. The changes that the Chef’s experienced are very meaningful

to them. For Chef Zam his words of advice are, do not over estimate our capabilities and be

determinant. ‘We’ a verb that always mention by Chef Ammar show that he is a very religious

21

person and his word of advice are to be ambitious and not forgetting the Islam rules of conduct in

‘Quran Nur Karim’ and follow ‘Assunnawi’ (food and beverage rules of conduct in Islam), last

but not least Chef Rashid words of advice are, to be focus and determinant. Overall the

similarities saying by the chefs are to be focus, diligent, patient, firm and kind. These are the

criteria that is needed to become a successful chef.

APPENDIX

Picture 1.0: Left interviewer Mr. Mohd Safuan

Asmi, Center, Prof. Chef Zamzani, Right

interviewer Mr. Zulkarnaini.

Picture 2.0: Culinary Figure interview with Chef Ammar at Green Olive Sdn Bhd, USJ

TAIPAN. Interviewer Mr. Mohd Safuan Asmi

and Zulkarnaini.

22

Picture3.0: Culinary Figure interview

with Chef Rashid on the left and Mr.

Mohd Safuan Asmi on the right, with

Mr. Zaulkarnaini.

Picture 4.0: Theory Kitchen by Prof.

Chef Zamzani.

Picture 5.0: Product Range by Chef Ammar Al Ali.

Picture 6.0: Accommodating treatment by Chef Rashid with Mr. Zulkarnaini and Mr.

Mohd Safuan Asmi at Awana Genting.

23

REFERANCES

Bauman, Z. (1999). Culture as praxis. Thousand Oaks, CA: Sage.

Electronic retrieval, 11th November 2015, http://www.buzzera.net/2012/06/biodata-profil-

chef-zam.html

Electronic retrieval, 1st November 2015, https://en.wikipedia.org/wiki/Chef

Gerbner, Gross, Morgan, and Signorielli, N. (1986), Living with Television: The

dynamic of cultivation process. In J Bryant & D. Zillman (Eds.), Perspective on Media Effects

(pp.17-40). Hillsdale, NJ: Lawrance Erlbaum Associates.

Katherine Miller, (2005). Communication Theoriesm, McGraw-Hill Higher Education.

2nd Edition.

Morgan, M., and Signoroelli, N. (1990) Cultivation analysis: Conceptualization and

methodology. In Morgan, M., and Signoroelli, N. (Eds), Cultivation analysis: New Direction in

Media Effect Research (pp.13-34). Newbury Park , CA:SAGE.

Samovar, Porter and Jain, (1981). Understanding intercultural communication. Belmort,

CA: Wadswort.

24

25