Browsing by Author "Van der Merwe, Anke Irene"
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- Item’n Sosiolinguistiese analise van koffiewinkels as virtuele voedsellandskappe(Stellenbosch : Stellenbosch University, 2021-03) Van der Merwe, Anke Irene; Oostendorp, Marcelyn; Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of General Linguistics.ENGLISH ABSTRACT: Michael Goodman (2016:257) suggests that food is more than food, because many aspects surrounding the creation, intake and environment around food, is being studied these days. Food is more than just something to be ingested in order to survive. Within this paradigm of food studies (food as more than food), food landscapes as a theoretical concept emerged. Foodscapes is a socially constructed view of the field of food (Johnston & Goodman, 2015:2). Within this specific study, food landscapes were studied, but more specifically virtual food landscapes. The 2020 Covid-19 pandemic hashada global impact on society and that includes research. This research discussed in this thesis was therefore conducted on virtual platforms. The websites and Instagram profiles of three coffee shops were investigated. Only the first page (or landing page) of the various websites was used for data analysis. This study is qualitative in nature. Screenshots of the websites and Instagram profiles have been taken, as there is a possibility that they may change. Observations were made by me as a researcher, but there were also interviews conducted with people employed in various roles at the coffee shops. These interviews took place electronically due to strict regulations which prohibited physical contact for the collection of data. The images and linguistic elements were analysed using the framework of Kress and Van Leeuwen (2006). Kress and Van Leeuwen (2006) propose various ways of studying visual images and their relationship to linguistics which are relevant to the current study. Examples of analysis include how the websites are laid out with regards to which elements appear at the top and bottom of the page, what colour schemes are used as well as the tones of those colours. Some of the elements that were studied on Instagram were with regards to the colour and modality of the photos.The findings show that a common theme in the data, evident from the analysis is that all three coffee shops use their web presence to construct a sense of luxury. In addition, there is a lack of multilingualism with only English used on these two digital platforms. The findings from my research thus connect to arguments made by Stroud and Mpendukana (2009) that luxury is often constructed through the absence of local African languages.