Food discourse: ethics and aesthetics on Instagram

نویسندگان

چکیده

Purpose The aim of the study is threefold: understanding interconnections amongst visual and verbal multimodal communication strategies used in food discourse; identifying themes celebrity chef's discourse with respect to pro-environmental behaviour; providing a methodological framework visually analyse food-themed videos. Design/methodology/approach This uses mise-en-scène critical analyses gain insights on from 20 videos shared by Michelin starred chef social media platforms. Findings Results show that cooking philosophy challenges normative educates general audiences foodies alike. Mise-en-scène Instagram content reveal leftovers are central ethical message intertwined – through aesthetic videos-with concepts inclusivity, diversity nourishment. Practical implications Chefs, restaurants, encouraged recognise their responsibility as role models, thus able influence societal production discourse. Originality/value findings provide new into promoting sustainable preparation consumption.

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ژورنال

عنوان ژورنال: British Food Journal

سال: 2022

ISSN: ['0007-070X', '1758-4108']

DOI: https://doi.org/10.1108/bfj-06-2022-0522