COGNITIVE DIMENSION OF MODERN ENGLISH RESTAURANT DISCOURSE IN THE INSTAGRAM SOCIAL NETWORK

Abstract

This article is dedicated to the analysis of English-language restaurant discourse in the social media platform Instagram. The study of restaurant discourse on Instagram is important due to the growing popularity of social media and their impact on consumers. Restaurants use Instagram to promote their brand and interact with consumers, while users use the platform to discover new dining options and familiarize themselves with dishes and restaurant atmospheres. This article examines the cognitive aspect of restaurant discourse, which includes the analysis of language used to create a certain image and impression of the establishment's brand. Restaurant discourse is explored as a specific type of language used in the restaurant industry to interact between the restaurant and its clients, and can be presented in various forms of speech, such as menus, dish descriptions, advertisements, customer reviews, and conversations between staff and clients. Additionally, this study investigates how restaurants use taste perception and visual impressions to attract the attention of their clients. A qualitative and quantitative analysis of texts was conducted using software for text analysis and statistical data. Using the content analysis method, key words and phrases used in photo descriptions were identified, including delicious, mouth-watering, fresh, homemade, local, authentic, seasonal, tasty, vegan, gluten-free, luxurious, exclusive, intimate, romantic, and friendly. This research on restaurant discourse in the social media platform Instagram will help better understand the impact of social media on consumers and the interaction between restaurants and their clients. This article also closely examines the main trends in the use of social media in the restaurant business and their impact on consumers and restaurants. The study of restaurant discourse on Instagram has allowed for obtaining more detailed information about consumers and their preferences, as well as how restaurants can interact with their clients to improve their operations and develop their business.