Akademik Veri Yönetim Sistemi
International Journal of Gastronomy and Food Science, cilt.42, 2025 (SCI-Expanded, Scopus)
This study explores how the rapidly increasing global consumption of matcha in recent years is represented in international media discourse and critically evaluates these representations in the context of food exploitation and cultural erasure. Assuming that media texts construct meaning through ideological and cultural structures, the research adopts a qualitative approach using Van Dijk's three-level discourse analysis model, which accounts for the multi-layered nature of discourse. The sample comprises ten international news articles published 2025, selected via purposive sampling based on linguistic accessibility, geographical diversity, and discursive orientation. Each article was analysed within Van Dijk's thematic (macro), linguistic (micro), and social context levels, focusing on agent representation, passivity, discourse strategies, producer–consumer dynamics, and cultural identity representation. Findings reveal that matcha is predominantly portrayed through commodifying, consumption-centred discourse, framed as a “trend product,” “wellness symbol,” or “Generation Z favourite.” Climate challenges in producing countries, labour-intensive production, cultural heritage, and local community voices are largely excluded or superficially addressed. While certain outlets, such as Al Jazeera, foreground producer perspectives and exploitation issues, the dominant pattern privileges consumer-centric narratives. Overall, the study demonstrates how global media discourses often reinforce consumerist ideology, obscure cultural origins, and normalise food exploitation. It underscores the importance of interrogating the ethical, cultural, and ideological dimensions of such representations, emphasising that the commodification of culturally significant foods contributes to cultural erasure within global markets.