Edited By Süheyla Nil Mustafa and Ayşe Dilara Bostan
Mainstream media offer audiences identities in accordance with certain definitions of “normal behavior” as given in hegemonic discourses. This book explores the hegemonic/normative discourses circulating in the Turkish mainstream media. Such an analysis provides the mental codes and frameworks offered to the ordinary Turkish people “subjected” to the mass media throughout their daily lives. Each chapter employs different methods for discursive analysis and media formats. Since the authors inquire into the socio-political reality and conjunctures upon which these media discourses are constituted, the book offers much to those readers investigating both the Turkish media and the socio-political transformation that took place in Turkey in the past two decades.
Chapter 7 The Formation of Hybrid Identity in Food Communications (Derya Nil Budak)
Derya Nil Budak
Abstract: This paper examines the formation of hybrid identity in food communications through message framing by considering food as a cultural indicator of postmodernism. It also assumes that paradoxical juxtaposition of opposites is a major characteristic of postmodern culture, and this paper thereby assumes that this is prominent in Turkish culture and food consumption. The paper evaluates the discourses that are framed by localized messages in food communications within the context of forming a hybrid identity.
Keywords: Hybrid identity, Food communication, Message framing.
In Turkey, known for its traditional cuisine, food has been a significant part of culture and a symbol of local custom for hundreds of years. Turkish cuisine is also among the ancient cuisines of the world heritage. Since the Turkish cuisine is mainly characterized by its traditional culture, Turkish consumers are firmly committed to traditionalism in their eating and drinking habits and preferences. The concept of postmodernism is also a part of the culture and considered as a cultural indicator of food. It is clearly seen that the concept of postmodernism has been associated with consumption, consumption culture, and consumer subject in every sphere of life. However, our need for nutrition to survive can be seen as the main area of life in which all of these are relevant. Therefore, the transformation of food into something signifying more than just our survival needs, something that goes beyond nutrition, and the effort for understanding the late-modern era of food...
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