|Published online: March 28, 2014||$US5.00|
This study maps the terrain of public narratives related to the Mediterranean diet and cuisine through the investigation of electronic social media in the United States of America. The theoretical part of this paper emphasizes the role of food in today’s society and the overarching food narratives. Mediterranean food, in its various manifestations, embodies numerous narratives that extend well beyond the understanding of food as a nutritious source exclusively. The research is conducted in two parts: Google trends and blog analysis. The findings are in general agreement with the theoretical background that the health attributes of the Mediterranean diet are a possible solution to the unhealthy food practices of the American society. It is important to note that this is perceived as an emerging hybrid diet, despite being composed of many national cuisines. In addition, the popularity of this cuisine is evident through the dominant social practice of dining out and through seeking advice or instructions online. This paper is of interest to marketers and food sociologists.
|Keywords:||Mediterranean Cuisine, Mediterranean Diet, Food Narratives, Social Media|
Acting Academic Dean, Perrotis College and American Farm School, Thessaloniki, Greece
Assistant Lecturer, Perrotis College and American Farm School, Thessaloniki, Greece
Assistant Researcher, Perrotis College and American Farm School, Thessaloniki, Greece