Gastrodiplomacy Practices of Foreign-owned Food Companies; A Study on Food Advertisements Published in Turkey

Abstract

Purpose – Gastrodiplomacy, which is defined as the management of political, cultural and commercial relations of countries with different countries through culinary culture and elements, has been frequently used by countries in the last two decades. Gastrodiplomacy practices are also practiced through mass media. The aim of the study is to examine the gastrodiplomacy practices of food companies with foreign capital through food advertisements published in Turkey. Design/methodology/approach – Semiotic analysis method was used in the study. 34 advertisements gastrodiplomacy contented were determined among 91 advertisements with purposive sampling method. The advertisements were reached as a result of keyword scans on the Youtube media channel. The advertisements were examined within the scope of gastrodiplomacy content. Findings – It was determined that the gastrodiplomacy practices carried out by foreign capital companies through advertisements were mostly aimed at breakfast, snack foods, main dishes, restaurants and food & beverages used in food preparation. In addition, it has been determined that gastrodiplomacy practices are mostly carried out by companies with capital of the United States, England, France, the Netherlands, Italy, Switzerland and Germany. Discussion – As a result of the research, it was determined that the advertisements of foreign-capitalized food companies have the main purpose of marketing their products, as well as marketing the culinary culture and elements of their own countries and corrupting the elements of Turkish culinary culture. The study is expected to contribute to the literature and practice in the field of gastronomy and communication.