Exploring how self-narrative as media text may take part in creating a culturally shared script, this paper presents a case study of the reader-contributed personal stories concerning cooking and dining on the family page of United Daily News in the past 20-odd years. These self-narratives, as argued, appear as ordinary people’s testimonies of personal happiness and achievements derived from embodying certain ideal scripts. In doing so, they validate the narrators’ affects, values and beliefs. Dominant scripts shared by the narrator-audience community are solidified with similar testimonies reiterated regularly and continually. Among them, women’s contribution to the family is celebrated, and the ‘feeling of bliss’ is feminized. Emergent scripts recognizing men’s domestic responsibilities arise, while residual patriarchal scripts persist. Scripts produced in a circuit of self-narration may collaborate with those produced in traditional media genres. However, by appealing to empathy and understanding among peers instead of top-down guidance by elites, the former may go beyond the ideological frames of the latter.
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