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КОНЦЕПТОЛОГИЧЕСКИЕ И ЛИНГВОКУЛЬТУРОЛОГИЧЕСКИЕ ИССЛЕДОВАНИЯ
CONCEPTS IN CULTURAL STUDIES
Оригинальная статья УДК 409.35
DOI: 10.29025/2079-6021-2019-3-88-95
Особенности реализации когнитивных моделей, относящихся к пище, в британском медиа-дискурсе
В.Д. Шевченко
Самарский национальный исследовательский университет имени академика С.П. Королева, г. Самара, Российская Федерация ORCID ID: 0000-0001-6357-2477, Researcher ID: I-8620-2018; Scopus Author ID: 57203173126; e-mail: slash99@mail.ru
Получена: 20.05.2019 /Принята: 18.06.2019 /Опубликована онлайн: 25.09.2019
Резюме: Настоящая статья посвящена проблеме репрезентации еды в британском медиа-дискурсе. Автор проводит анализ социальных и лингвистических факторов репрезентации еды в британском медиа-дискурсе, в особенности идей и социальных аспектов, оказывающих влияние на журналистов, а также языковых форм, используемых в процессе репрезентации. Особое внимание уделяется когнитивным аспектам: автор анализирует процесс реализации специфических когнитивных моделей в рамках медиа-дискурса. Помимо этого, исследуются компоненты когнитивных моделей, выдвигаемые на первый план в публицистических статьях, а также языковые средства, используемые с этой целью. В статье также рассматривается связь между реализацией когнитивной модели и прагматической установкой журналиста, которая направлена на позитивную репрезентацию еды в медиа-дискурсе. Автор приходит к выводу о том, что на процесс репрезентации еды в британском медиа-дискурсе оказывает влияние цель, состоящая в демонстрации новой, отличной от прежней, идентичности британской нации, в рамках которой особое внимание уделяется посещению кафе и ресторанов, а также здоровому питанию.
Ключевые слова: дискурсивные исследования, медиа-дискурс, репрезентация еды, когнитивная модель, идентичность.
Для цитирования: Шевченко В.Д. Особенности реализации когнитивных моделей, относящихся к пище, в британском медиа-дискурсе // Актуальные проблемы филологии и педагогической лингвистики. 2019; 3: 88-95. DOI: 10.29025/2079-6021-2019-3-88-95.
В.Д. ШЕВЧЕНКО
Original Paper
DOI: 10.29025/2079-6021-2019-3-88-95
Specifics of food-related cognitive models in the British media discourse
Viacheslav D. Shevchenko
Samara National Research University, Samara, Russian Federation ORCID ID: 0000-0001-6357-2477, Researcher ID: I-8620-2018; Scopus Author ID: 57203173126; e-mail: slash99@mail.ru
Received: 20.05.2019 /Accepted: 18.06.2019 /Publishedonline: 25.09.2019
Abstract: The present paper is devoted to the problem of representing food in the British media discourse. The author analyzes social and linguistic factors of food representation in the media discourse, in particular, the ideas and social factors that influence the journalists as well as peculiarities of the linguistic forms of food representation. Particular attention is paid to the cognitive aspects: the author analyzes realization of specific cognitive models within the media discourse. The author also studies the cognitive models' components, which are foregrounded in the media texts, and the linguistic means used for this purpose. The connection between a cognitive model realization and the journalist's pragmatic goal aimed at positive representation of food in the British media discourse is also studied in the paper. The author comes to a conclusion that the process of food representation in the British media discourse is influenced by a goal, which is to demonstrate a new identity differing from the one that has existed before; within this identity particular attention is paid to eating out and healthy diet.
Keywords: discourse studies, media discourse, food representation, cognitive model, identity.
For citation: Shevchenko V.D. Specifics of food-related cognitive models in the British media discourse. Current Issues in Philology and Pedagogical Linguistics. 2019; 3: 88-95. DOI: 10.29025/2079-6021-2019-388-95 (In Eng.).
Introduction. We suppose that food ceased to be the means of satisfying one of the basic physiological needs hundreds of years ago and became the symbol of people's history, culture, economic and industrial development. The country's cuisine does not only demonstrate the availability of specific produce in accordance with its natural conditions, it also displays the people's mentality, attitude to guests and to each other. Food has become a dynamic system of signs, the elements of which correspond to and are parts of people's actions, attitudes, inner thoughts and general ideas.
Representation of food in the media discourse plays a significant role in shaping the ideas and attitudes to food and its consumption in the modern society. On the one hand, the media discourse reflects the ideas concerning food that exist in the modern society; on the other hand, by publishing articles that promote certain ideas about food and food consumption the media exert significant influence on people and their eating and cooking practices. According to S. Tomascikova, media play crucial role in the signifying practices in postmodern societies and in contemporary society media represent the most important channels of cultural mediation. She argues that consumer society through its media offers food representations in numerous forms - in a form of entertainment, education, information [9]. In the present paper we shall try to analyze how the media influence eating and cooking practices in Britain by introducing specific food-related cognitive models that reflect novel ideas about eating and cooking.
Methods. While undertaking the research we applied the method of discourse analysis [1], method of cognitive modelling [3], method of semantic analysis, observation and description techniques.
Scholarly papers review. The problem of the role of food in human existence has attracted attention of many scholars. Specific representation of food in the media influences attitude to food and food practices in the society that leads to emergence of new ideas and practices. The food has been the object of numerous sociological, cultural, ethnographic, linguistic and philosophical studies [4; 5; 6; 8; 10], which corresponds to the tendency of investigating various aspects of human being existence.
Results and discussion. Having undertaken the research, we have come to a conclusion that the majority of materials published in the quality media articles representing the British media discourse are aimed at constructing a positive image of food in the media. The article written by J. Piskorz serves as an example of this phenomenon: Last summer we went to Pride in Margate: it was very quaint, there were about 15 people in the parade. Afterwards we stumbled upon the Cheesy Tiger, on the harbour wall. It's a little shack that does amazing fish, the music is lively and it's full of locals. Sitting outside gives the best view across the bay to Margate old town. We spent a lazy day catching up with friends over peppercorn steak, burrata salad and calamari. Delicious, simple food, with a great atmosphere [7]. By presenting a few reviews of renowned chefs, restaurateurs and food critics, the journalist aims at realizing "EATING OUT AS A SOURCE OF PLEASURE" cognitive model, in which some components are foregrounded in accordance with the author's pragmatic goal. The journalist clearly indicates such component of the cognitive model as PARTICIPANTS (Zoe Adjonyoh, Neil Rankin, Angela Hartnett, Russell Norman, Andi Oliver, Jay Rayner, Nieves Barragán Mohacho, Fergus Henderson); she also supplies the reader with information about their CHARACTERISTICS (chef-owner, co-owner, presenter, Observer restaurant critic) in order to influence the readers' actions by applying to expert opinion.
Such element of the cognitive model as FOOD is given specific attention, because FOOD is represented as a main object of the PARTICIPANTS' ACTIONS: It's a little shack that does amazing fish, the music is lively and it's full of locals; We spent a lazy day catching up with friends over peppercorn steak, burrata salad and calamari. Delicious, simple food, with a great atmosphere; The wine is fantastic; The tables are perched on a little veranda and it's a lovely spot in which to sit back and have some wine and Spanish tapas; But you also get the freshestfish, straight off the boat and straight on to your plate. It's worth going just for the fish and chips, which are superb - but there are also juicy fish tacos with chillies and beautiful oysters. It's a proper fish restaurant with a big variety; The food is really simple and stripped back, you rarely find more than two ingredients on a plate and the menu changes on a regular basis. One of my favourite things to eat there, although it sounds ridiculous, is peas in their pod. There's nothing better than a big pile of peas in the sun; It's gorgeous, everyone has to bring a dish of something and my niece makes a gigantic banoffee pie. I pick all day at plates ofpulled pork, salads and Cajun meats and veg while catching up with my loved ones; As soon as you enter you're instantly overwhelmed by the smell of fresh shellfish and lashings of garlic butter; The portions are large and the prices are fantastically cheap - you can get a bucket of mussels for around £6 and a three-course mealfor under £25; You can sit outside on the terrace and order a spread of tapas, including bocadillos andjuicy octopus; We sit on an unexcavated Pictish fort; champagne flows, interested seals and basking sharks pop up to see what's going on as legs of lamb are grilled on the barbecue. We wash down the lamb with burgundy, we feast on cheese and local oatcakes, and then we unleash The Growler: the largest flask I have ever seen, wielded by my friend Magnus, who pours gargantuan measures of whisky with a glint in his eye. In the article the participants use tips, in which various dishes are enumerated; describing the variety of dishes chosen by the experts is one of the ways to influence the reader's point of view and persuade him/her to follow the experts' pieces of advice.
One of the most important means of underlining the FOOD component is demonstrating its characteristics and assessing them in the media texts. The participants give a positive evaluation of such characteristics as follows:
- taste (amazing fish; delicious, simple food; the wine is fantastic; It's worth going just for the fish and chips, which are superb; beautiful oysters; There's nothing better than a big pile of peas in the sun);
- size of portions (my niece makes a gigantic banoffee pie; gargantuan measures of whisky);
- price (the prices are fantastically cheap).
The meanings of some lexical units assess the taste positively (delicious); the meanings of other lexical units possess the highest degree of general positive evaluation (amazing, fantastic, superb). The indication of simplicity (The food is really simple and stripped back; delicious, simple food), the degree of freshness (the freshest fish) as well as the amount of food served (The portions are large) is also a positive assessment of the food described in the article. The positive assessment demonstrates that food and eating out are viewed as pleasure by the participants.
Another significant element in the "EATING OUT AS A SOURCE OF PLEASURE" cognitive model is PLACE. It is significant for the participants, because their intention is to draw the reader's attention to eating outside home and eating in this case is closely connected with such features as the atmosphere, communication, location, staff and other things that accompany the process of eating out and belong to a particular place. The participants mention such characteristics of restaurants and cafés as:
в.д. ШЕВЧЕНКО
- area size (It's a little shack; a little bar on Cleveland Street in London's West End; the tables are perched on a little veranda; It's a little, unassuming place that used to be an old fisherman's shack);
- the availability of entertainment (the music is lively);
- the exterior (From the outside there is nothing fancy about it);
- location (Sitting outside gives the best view across the bay to Margate old town; a little bar on Cleveland Street in London's West End; it's on a back street which nobody really walks down; I absolutely love Rockfish restaurant in Brixham fish market. You sit right by the sea and look out as all the trawlers and boats come in, you can hear the seagulls and be overwhelmed by the pungent smell of the salt sea that's truly specific to
the English Riviera; Rochelle Canteen is a perfect place to go in the summer because it's so secluded. It's set in an old primary school off Arnold Circus; You have to ring a buzzer to get in through this gate and when you walk through you find yourself in a lovely walled garden. The wall blocks out noise from the main road so it's easy to forget you're in London; every year we have a picnic in Millfields Park, near where I live in Clapton; we stumbled upon a restaurant on the harbour front called Oban Seafood Hut; I love to go to the Ibérica restaurant in London's Canary Wharf on a hot evening; You can sit outside on the terrace; The kitchen is open, so you can see the chefs and look on to the fountains of Cabot Square in the sun, and it makes you feel like you have been transported to Spain; I spend my birthday every year on a Hebridean island; We sit on an unexcavated Pictish fort);
- characteristics of clients (it's full of locals);
- characteristics of owners and staff (the guys who work there are the best hosts possible; It was set up by an old fisherman called John Ogden, who used to catch and cook the shellfish for his crewmates);
- the atmosphere in the place (delicious, simple food, with a great atmosphere; It's one of those simple, unpretentious places that you don't get much any more).
Such detailed description of restaurants and cafés is necessary to persuade the reader to eat outside. The examples given above demonstrate that the participants pay particular attention to location, explaining where the place is situated, what surrounds it, describing the features of buildings, the nearby sights etc. The par-ticipantsalso foreground the Place component using evaluative lexical units - adjectives and verbs (It's a lovely spot in which to sit back and have some wine and Spanish tapas; It's a proper fish restaurant with a big variety; Rochelle Canteen is a perfect place to go in the summer; I absolutely love Rockfish restaurant in Brixham fish market; you can hear the seagulls and be overwhelmed by the pungent smell of the salt sea that's truly specific to the English Riviera; You have to ring a buzzer to get in through this gate and when you walk through you find yourself in a lovely walled garden etc.). They evaluate the location and some features of restaurants and cafés, because constructing or renewing the "EATING OUT AS A SOURCE OF PLEASURE" cognitive model in recipient's mind can be executed more efficiently using the lexical units with positive connotative meanings.
The participants also use implicit evaluation in order to foreground the PLACE component in the cognitive model: The kitchen is open, so you can see the chefs and look on to the fountains of Cabot Square in the sun, and it makes you feel like you have been transported to Spain. The participant does not apply any lexical units with evaluative connotative meaning into this sentence. However staying in Spain is usually associated with such activities as lying in the sun, swimming, relaxing, having fun etc., that generate positive emotions, so imaginative placement of a subject in Spain by means of the subjunctive mood implies getting the feelings that accompany being in Spain, which are usually evaluated positively:
being in Spain is great hit makes you feel like you have been transported to Spain hfeeling like you have been transported to Spain is great.
In another example the participant also uses implicit evaluation: The island is covered in macca, the mix of wildflowers and herbs, and it means that you bounce home. He does not assess the place explicitly, but the presence of wild flowers and herbs in some place usually evokes positive attitude with people, consequently, by demonstrating that the place where the participant eats his favorite food is covered in a mix of wild flowers and herbs he creates positive attitude to this place. Besides, the participant mentions the unusual process of going home (it means that you bounce home), which draws the reader's attention to the participant's exciting activity on a Hebridean island. The activities like this also evoke positive attitude, so the place, where these activities can be engaged in, is given an implicit positive assessment.
The participants also underline the ACTIONS component of the cognitive model, representing such actions associated with eating out as:
- being in a café, restaurant and other places (Sitting outside gives the best view across the bay to Margate old town; it's a lovely spot in which to sit back and have some wine and Spanish tapas; You sit right by the sea; You can sit outside on the terrace; We sit on an unexcavatedPictish fort);
- communicating with friends (We spent a lazy day catching up with friends over peppercorn steak, burrata salad and calamari; I pick all day at plates ofpulled pork, salads and Cajun meats and veg while catching up with my loved ones);
- eating and drinking (One of my favourite things to eat there, although it sounds ridiculous, is peas in their pod; I pick all day at plates ofpulled pork, salads and Cajun meats and veg; There is no finesse: you eat with your fingers from polystyrene plates but that only adds to the magic; We wash down the lamb with burgundy, we feast on cheese and local oatcakes, and then we unleash The Growler: the largest flask I have ever seen, wielded by my friend Magnus, who pours gargantuan measures of whisky with a glint in his eye).
While representing being in a restaurant the participants denote the usual position of visitors (sitting). Representation of various actions that people perform while eating out is aimed at providing a detailed description of such activity as eating out and drawing reader's attention to it. The actions described in the media text help to achieve a positive representation of food in the media discourse as these actions include communicating with friends and family in pleasant surroundings and atmosphere. The actions (eating, communicating etc.) are described positively in accordance with the author's intention to construct a positive representation of food in the British media discourse.
The cognitive model components (PARTICIPANTS, FOOD, PLACE, ACTIONS) are foregrounded in order to achieve the pragmatic goal of the journalist, which is to attract the reader's attention to such outdoor activity as eating out with friends and family, to specific places with good food and a unique atmosphere. The journalist tries to guide the reader's future actions in a particular direction by applying to expert opinion. The experts, for example, name the particular cafés, restaurants and their locations: this way the readers perceive the PLACE component as dominant. We suppose that the readers' future choice of places for eating out will be influenced by the expert opinion; in this case the PLACE component will preserve its dominance in the cognitive model of a new event - the reader's proposed visit to the particular place mentioned in the article. Many of the cognitive model's dominant components are underlined via assessment.
The media texts providing a positive representation of food and eating serve as tools for constructing a new identity of the British nation - the nation that loves good food and eating out. This new identity differs from traditional opinion of the British cuisine: food and the majority of restaurants in Britain were previously given a critical appraisal. The new identity is also created by numerous cooking shows, recipe books, culinary magazines, food programs on TV and radio and other media materials regarding food and eating.
The new identity constructed mostly by the media also includes some health components: the British nation is also portrayed as a health-aware nation, whose health predominantly depends on the food consumed. In another article the journalist F. Cloake draws the reader's attention to some health issues; her article actualizes the "FOOD AS A SOURCE OF HEALTHY LIFE" cognitive model: When something makes it into the everyday story of country folk that is The Archers, it's safe to say that it has gone mainstream. So, hearing Tom Archer's plans for a kefir empire was all the proof I needed that, as he said: "Fermented foods are the future!" As ever, where Gwyneth Paltrow leads, Ambridge follows [2].
The author pays particular attention to the FOOD component of the cognitive model; it is realized by means of enumerating various foods and drinks known for their healthy qualities: The health and wellness brigade have been fizzing over ferments for almost a decade; indeed, way back in 2011, Lindsay Lohan was said to have blamed a positive alcohol test while on probation on her fondness for kombucha, a fermented-tea drink. More pertinently, perhaps, Australian journalist and bestselling sugar-avoider Sarah Wilson urges anyone "with auto-immune issues, irritable bowel syndrome, bloating, sugar cravings or any kind of digestive or allergy issue" to give fermenting a go. The Hemsley sisters have called sauerkraut "our ultimate condimentfor health", while chef Gizzi Erskine loves kimchi - a punchy Korean speciality generally made from cabbage, chilli and garlic - so much that she named her cat after it. Not bad for what is, essentially, just some elderly cabbage; Live yoghurt is good, but kefir, a fermented milk drink that originated in the Caucasus, is better - according to Spector, it contains at least five times as many microbial varieties. Kombucha is another decent source, as are raw milk cheeses, sauerkraut, pickles or kimchi. Natto, Japanese fermented soya beans, may be an acquired
taste, but nutty Indonesian tempeh is just like tofu, but nicer. Just make sure none of it has been heat-treated to increase its shelf life.
Such element of the cognitive model as PARTICIPANTS is represented by names of the famous people -actors, food writers, doctors, media personalities and others (Tom Archer, Gwyneth Paltrow, Lindsay Lohan, Sarah Wilson, The Hemsley sisters, Gizzi Erskine, Michael Pollan, Sandor Katz) chosen by the journalist to increase the significance of information in the text on food and persuade the readers to eat healthy (fermented) foods.
In order to persuade the reader the journalist also explains the mechanism of fermentation, underlining such component of the cognitive model as HEALTHY INGREDIENTS of fermented foods: In simple terms, fermentation involves the use of micro-organisms to transform food from one state to another - sort of like cooking, but without the application of heat. In the right conditions, bacteria and yeasts will start to convert the natural sugars in foods into other compounds, such as alcohol or lactic acid. This not only inhibits the growth of other potentially more harmful bacteria, but also changes the flavour of the food concerned - the distinctive tang of yoghurt, for example, is produced by microbes feeding on the lactose in milk. It also, helpfully, slows the spoiling process. The journalist produces a clear picture of the fermentation process by demonstrating the role of the micro-organisms in transforming food from one state to another and the immediate consequences of this process for food and for the organism.
Another significant component of the cognitive model realized in the media text under analysis is CONSEQUENCES. This component plays in important part in the process of persuading the readers to change their eating practices. By foregrounding this component the journalist encourages the readers to follow healthy eating practices. The journalist mentions such CONSEQUENCES of eating fermented and other healthy foods as:
- encouraging beneficial bacteria growth (One way of boosting your natural gut flora is to eat more of the kind of foods they thrive on - which, according to the British Dietetic Association, include onions, garlic, asparagus, artichoke, chicory and banana. These prebiotics, as they are known, will encourage microbe growth. The other way, which is what concerns us here, is the use of so-calledprobiotics, foods or supplements containing beneficial bacteria that, if they make it as far as our guts, will take up residence there. Fermented foods, or at least live fermented foods (beware pasteurised pickles, for example), are generally considered to be an excellent source of these desirable microbes);
- preventing illnesses (NHS Choices reckons there is good evidence probiotics can prevent children on antibiotics developing diarrhoea; and some evidence that they can shorten an episode caused by a stomach bug by up to a day; they may help relieve the symptoms of irritable bowel syndrome and lactose intolerance, too);
- the positive effect on people's health in general (these foods can be very, very powerful and healing, they can potentially improve digestion and nutrient assimilation, immune function and mental health and more. Those are benefits that we all can enjoy and that's not the same as curing any particular disease - their place is in the context of a rich and very varied diet).
Demonstrating a wide range of positive consequences of eating fermented foods is a powerful tool for persuading the readers as it implies using scientific data.
The journalist also proves the significance of fermented foods for the society by demonstrating that some measures have been taken officially, e.g. an open-source science project has been established: Fortunately, as microbes seem to be the current buzz topic within the scientific community, more such research is likely to be forthcoming: Spector has already been instrumental in the establishment of British Gut, the UK's largest open-source science project, which is investigating the microbial diversity of the human gut, running in tandem with a similar project in the US. For about £350, you get an expert interpretation of your microbiome - and scientists get the benefit of your data.
The journalist also advises the readers to choose fermented foods and prepare them at home: In the long term, however, you might be better off preparing your own. Like many other ferments, kimchi is surprisingly easy to make at home with little more than a sturdy jar and a bit ofpatience. Mosley's recentfindings in an episode ofBBC2 s Trust Me, I'm a Doctor suggest that homemade ferments often contain a more diverse range of microbes than their shop-bought equivalents; some of the commercial products he looked at contained barely any. And, of course, doing it yourself means you can expand your range beyond cabbage, which may well be welcome after a few weeks of fragrant kimchi -1 would recommend kefir as a foolproof place to start. We are only just beginning to understand the influence of the trillions of tiny hitchhikers inside each of us, so the true importance, or otherwise, of live foods to our diets may be a while in coming. As Spector puts it: "We're still
in the dark ages as to how these amazing things work, but we know they do."And, well, if it's good enough for Tom Archer...
Conclusion. Some components of the "EATING OUT AS A SOURCE OF PLEASURE" cognitive model (PARTICIPANTS, FOOD, PLACE, ACTIONS) are foregrounded in order to achieve the pragmatic goal of the journalist, which is to attract the reader's attention to such outdoor activity as eating out with friends and family, to specific places with good food and a unique atmosphere. Foregrounding the specific elements of the "FOOD AS A SOURCE OF HEALTHY LIFE" cognitive model helps the journalist achieve the pragmatic goal that consists in attracting the readers' attention to healthy (fermented) foods. The journalist also aims at creating a positive representation of food and eating in the British media discourse and portraying the British as a health-aware nation. This way the journalist constructs a new identity of the British nation.
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Шевченко Вячеслав Дмитриевич, доктор филологических наук, доцент, зав. кафедрой английской филологии, Самарский национальный исследовательский университет имени академика С.П. Королева, г. Самара, Российская Федерация; 443086, Московское шоссе, д. 34, г. Самара, Российская Федерация; e-mail: slash99@mail.ru
Viacheslav D. Shevchenko, Doctor of Philology, associate professor, head of the English department, Samara National Research University; 443086, 34 Moskovskoye shosse, Samara, Russia; e-mail: slash99@ mail.ru
