Language in food vlogging: a critical discourse analysis of Bangladeshi fuchka vlogs

Abstract

Street foods, mainly made and sold by vendors in public spaces such as streets and campus premises, continue to grow in popularity due to their variety, affordability, and easy accessibility. In Bangladesh, vloggers are following this trend by creating review videos of various street foods, not only to promote the vendors but also to present information about the foods to their audience. Thus, this qualitative discourse analysis examined some review videos to identify the different linguistic features used by street food vloggers in their content. Moreover, it examined the propaganda techniques they use and the messages those techniques convey to their target audience. Using Fairclough’s 3D model of critical discourse analysis (CDA) as the theoretical framework, the textual analysis reveals that vloggers use deictic expressions, speech acts, references, violate and flout maxims, and code-switch. It is observed that Fuchka, being a popular local street food in Bangladesh, serves as propaganda when vloggers culturally present it to persuade their target audience and get them to agree with their opinion. Such a presentation is concerning because it manipulates the audience - controlling or overpowering them - and may lead them to pursue those foods without considering their health.