A Multimodal Critical Discourse Analysis of Food Blogs in English
DOI:
https://doi.org/10.31973/n8ywjj38Keywords:
Critical Discourse Analysis, Multimodal, Healthy Food, Instagram, Ideology, Cultural ValuesAbstract
The study investigates the American Healthy food blogs on Instagram and how healthy American cuisines are stated and shown to people, explaining the identities and ideologies that have been inserted in these blogs. So this paper aims to examine how bloggers or chefs make use of language rhetoric to shape readers’ attitudes and actions when it comes to food and related subjects and, hence, to examine how American bloggers enhance their text by visuals in their posts and how these elements work together with the written content to see their impact on the values used in American food blogs. To achieve these aims, the paper adopts Fairclough Modal 2015 to investigate the texts with Kress and Van Lewueen modal ( 2006 ) to analyze the images of the selected data, for this concern, the paper raises these questions: How do food bloggers use language, rhetorical devices, visual features, and emojis to influence readers’ healthy food choices and preferences in their blogs and, hence to what extent do dominant food ideologies reflect in the content of food blogs? How do they reveal cultural values towards food? The finding of the study states that the bloggers are very engaged with their community and, reflect all occasions traditions, and try with all their ability to reflect their ideologies; these blogs Show how food blogs are not just about recipes but also about identity, culture, expression and shared human habit.
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