GASTRONOMIC DISCOURSE IN SOCIAL NETWORKS: FEATURES OF A SPANISH-LANGUAGE CULINARY BLOG

Abstract

The article is devoted to the study of the culinary blog as a genre of gastronomic discourse that actively functions in the communicative space of the Internet. The development of digital technologies leads to the formation of an individualized communication environment, within which gastronomic topics are gaining significant popularity. It has been found in our research that a culinary blog is a creative text that combines verbal and visual elements (photos, videos, etc.) and is aimed at sharing culinary experiences, recipes, memories of food and establishments, as well as establishing a communicative connection with the audience. We focused our attention on studying the specifics of Spanish-language culinary blogs, which, in contrast to those in English, French, or German, remain insufficiently studied within the framework of domestic linguistics. The factual material consisted of blogs by popular Spanish-speaking Instagram bloggers, selected according to the number of followers, posts, and relevant ranking metrics.An analysis has been conducted, resulting in the identification of the main thematic directions of the posts: recipes and descriptions of dishes, stories about dining establishments, promotional and informational posts, among others. It has been noted that in the recipe sections of the posts, authors often accompany the text with personal emotions or everyday details, which contributes to creating a sense of emotional closeness and generates the illusion that the author is a friend of the reader. It has also been established that within the culinary blog, expressive means, elements of conversational style, and sometimes professional gastronomic vocabulary are actively used, which together form distinctive stylistics of the text. Еhe results of the study demonstrate that a culinary blog functions as a multi-level tool of online communication, as gastronomic information is presented with consideration for the readers’ emotional engagement, the author’s individual style, and visual content, which ensures its influence and effectiveness in interacting with the audience. Thus, the culinary blog serves as a space not only for sharing recipes but also for preserving gastronomic memory and personal stories related to the preparation and consumption of food.