Rhetoric of food authenticity and national identity in the new media
The global discourse on food often pivots around the issue of food security. With the new media, the discourse of food as a signifier of a national identity is constantly renewed and contested. This constant renewal and perpetual debate about food authenticity as the nexus of national identity...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2021
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| Online Access: | http://journalarticle.ukm.my/17266/1/47220-156889-1-PB.pdf http://journalarticle.ukm.my/17266/ https://ejournal.ukm.my/gema/issue/view/1397 |
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| Summary: | The global discourse on food often pivots around the issue of food security. With the new
media, the discourse of food as a signifier of a national identity is constantly renewed and
contested. This constant renewal and perpetual debate about food authenticity as the nexus of
national identity from the Cultural Studies perspective is both the significance and the problem
that the present study acknowledges and addresses. The aim of this paper is to identify, analyze
and interpret the rhetorical strategies used by the media audience to reveal their attitude towards
the issue. Using convenience sampling technique, a set of discourse samples is selected from
the comment sections of articles on food authenticity across the new media. The corpus is
analyzed using key concepts or canons in rhetoric, which are Logos, Ethos and Pathos. In
addition, three rhetorical canons, invention, arrangement and style, are also used as units of
analysis. The study finds that rhetors did not use the Logos (logic and fact) as one of their
strategies to persuade readers to be on their side. Instead, they appealed to ethos (character and
credibility) and Pathos (emotion). This evinces the idea that the media audience writing in a
comment section in the new media are not basing their writing on the need to appeal to logic
and fact (Logos), or proactively, but instead they are more reactionary (personal and emotive).
This finding contributes towards the understanding of the media audience’s rhetorical
strategies in the new media. |
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