Food blogging: genre characteristics and self-presentation strategies

Abstract

The purpose of this study is to explore the cross-cultural differences in online presentation by applying Goffman’s theory of self-presentation. The study content-analyzes 100 most popular Russian and American food blogs. The results of the study indicated that food blogs serve a platform for crafting online identity. More precisely, Russian food bloggers pay closer attention to the need to be part of the group, making wide use of positive politeness strategies, aiming at friendliness and solidarity with their readers. Food bloggers in US are more likely to use self-promotion strategy by showcasing their food philosophy and special mission.