Framing Dietary Patterns in Professional Sources of Web Genres: Verbal and Visual Modes of Communication

With the fluid and fast-paced arena of Internet communication opening up new opportunities for online discourse, this study examines how dietary patterns are discursively constructed in professional sources of web genres. Using the methodological frameworks of Multimodal and Critical Discourse Analyses in a representative source of a web genre, we examine elements of verbal communication that contribute to an understanding of the meanings and social significance of text alongside elements of visual communication. Through the explication of different multimodal elements of communicative utterances, our analysis shows that healthy eating and lifestyle patterns are ideologically (re)presented in the specific context of the informational and advisory genre, where the knowledge gained about the interactions between nutrients and health-related issues is relevant to highlight how effective the value of health promotion is for an individual person/consumer.