ABSTRACT
Chapter 3 conducts a qualitative multimodal analysis of the food blogs in the UK-FBs corpus to identify the multimedia resources used to present the blogs in the homepages, as well as to mediate the narration contained in the ‘Recipes Sections’ and in the ‘About Pages’. To do so, the analysis draws on Baldry and Thibault’s (2006) toolkit for multimodal analysis, based, in turn, on Kress and van Leeuwen’s (2006) and Halliday and Matthiessen’s (2013) theoretical frameworks. The analytical framework contributes to the description and characterization of the visual component of the corpus of food blogs. In particular, features such as the design of the blogs, the reading pathways, combination of colors, pictures, and photos/videos are investigated to identify the individual characterizations chosen by the bloggers. The visual characterization of the food bloggers is used to identify the bloggers’ virtual personae, namely the virtual identity that they have constructed for themselves as food bloggers.
