Food discourse: ethics and aesthetics on Instagram

PurposeThe aim of the study is threefold: understanding the interconnections amongst visual and verbal multimodal communication strategies used in food discourse; identifying the themes of celebrity chef's food discourse with respect to pro-environmental behaviour; and providing a methodological framework to visually analyse food-themed videos.Design/methodology/approachThis study uses mise-en-scene and critical discourse and multimodal analyses to gain insights on food discourse from 20 videos shared by a Michelin starred chef on social media platforms.FindingsResults show that a pro-environmental cooking philosophy challenges the normative discourse on food and educates general audiences and foodies alike. Mise-en-scene and discourse analyses of Instagram visual content reveal that leftovers are central to the ethical message and are intertwined - through the aesthetic of the videos-with concepts of inclusivity, diversity and nourishment.Practical implicationsChefs, and restaurants, are encouraged to recognise their responsibility as role models, thus able to influence the societal production of food discourse.Originality/valueThe findings provide new insights into the role of a celebrity chef in promoting sustainable food preparation and consumption.