Bridging Cultures Through Food: Enhancing the Representation of South African Cultural Food on Social Media Platforms through Visual Design
South Africa has a rich cultural diversity, and its indigenous food is represented in different flavours, ingredients and culinary traditions. This research investigates the relationship between visual design trends and the cultural significance of representing indigenous South African food on social media platforms, particularly Instagram.
The study analyses various visual elements, aesthetics and storytelling techniques employed by social media creators to represent indigenous South African culinary traditions visually. Central to this research is understanding the roles of social media influencers, communities, design professionals and visual literacy in representing cultures that are not only aesthetically engaging but also culturally sensitive. It will propose an identity system as guidelines to bridge and enhance cultural authenticity and inclusivity to promote cultural appreciation. By analysing the existing visual design trends and identifying gaps in cultural representation, this study seeks to contribute to the design field and promote a more nuanced and respectful visual portrayal of cultural food.
Vian Roos — 2024
London School of Design and Marketing