An examination of the place of Mediterranean cuisine in the American foodscape : a social media based analysis

Abstract

This study maps the terrain of public narratives related to Mediterranean diet and cuisine through the investigation of electronic social media in the United States of America. The theoretical part of this paper emphasizes the role of food in today's post modern society and the overarching food narratives. Mediterranean food, in its various manifestations, embodies numerous narratives that extend well beyond the simplistic understanding of food as a nutritious source exclusively. The background of the research is ethnographic and a combination of both qualitative and quantitative content analysis was utilized. The research is conducted in three parts: Google trends, blogs and restaurant analysis. The findings are in agreement with the theoretical background that the health attributes of the Mediterranean diet are a possible solution to the unhealthy food practices of the American society. It is important to note that this diet is perceived as a generic diet, although it is composed by more than twenty national cuisines. In addition, the popularity of this cuisine is evident through the dominant social practice of dining out and through seeking advice or instructions online. The only cuisine with a national bearing is the Greek cuisine and herbs, spices, salads and chicken prevail as the most popular Mediterranean ingredients and dishes. This research study is of interest to marketers and food businesses.