A study of medium gastronomic discourse: how the language of culinary shows and advertising shapes the perception of food

the article explores the phenomenon of gastronomic media discourse in the modern Russian media space. Three main models of culinary presentation are analyzed: gastronomic blogs, television shows and advertising texts. Based on a comprehensive content analysis, the characteristic features of each model are identified, including the specifics of language design, stylistic techniques and mechanisms of influencing the audience. Special attention is paid to the study of emotional and evaluative components and their role in shaping consumer preferences. The paper shows that modern gastronomic discourse goes beyond the simple transmission of culinary recipes, becoming an important element of cultural communication. It demonstrates how various media formats form sustainable eating habits, convey values, and create new cultural meanings related to food. The research is based on an analysis of posts by gastronomic bloggers, transcripts of popular TV shows and promotional materials from leading Russian brands. The results of the work can be useful for specialists in the field of media communications, marketing and cultural studies. The significance of the research is determined by the growing role of gastronomic topics in modern media and its influence on the formation of food habits and cultural preferences of society, which makes this issue relevant for a wide range of researchers.

gastronomic discourse, media space, advertising discourse, cultural identity, and media communications