Author: Mitali Singh, Dr. Vandana Lunyal

Abstract: This paper aims to explore how language and visuals in Instagram posts reflect power dynamics in the food world, focusing on three American foods: burgers, hotdogs and chicken wings as they are deeply ingrained in American culture, reflecting cultural values and preferences. Their popularity cuts across different groups in the U.S. By studying how they're depicted on Instagram, we can uncover hidden power dynamics in food culture. Hence, the paper will dig into how these foods are shown and discussed on the platform using the discourse historical analysis method. Instagram posts to be analyzed will be selected from 2020 onward, including those from chefs, restaurants, and food influencers. The paper shall contend that Instagram content is essentially ideological, reflecting societal beliefs and norms. Language, whether spoken or visual, can reinforce existing power structures. This paper will examine the language in these Instagram posts, focusing on power, history, and ideology. It will also delve into the intricate mechanisms of counter-discourse, exploring how activists strategically design, deploy, and orchestrate digital narratives to challenge prevailing socio-political ideologies. It also underscores the role of Instagram in advocating for justice and amplifying voices in democratic societies.

Keywords: Power Dynamics, food posts, Instagram, Discourse Historical Analysis, United States

Article Info: Received:19 Mar 2025; Received in revised form: 15 Apr 2025; Accepted: 20 Apr 2025; Available online: 26 Apr 2025

DOI: 10.22161/ijels.102.47