Visual Semiotics in Digital Restaurant Marketing A Comparative Study of Influencer and Institutional Food Imagery in Algeria
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Abstract
This study examines the semiotic dimensions of visual communication in digital restaurant marketing within the Algerian context. Its primary objective is to analyze how food images construct meaning, shape digital food identities, and influence consumer perception. The originality of the research lies in its comparative focus on individual influencers and institutional restaurant branding, an area that remains underexplored in Algerian media studies.
Methodologically, the study adopts a qualitative descriptive–analytical approach grounded in visual semiotics, drawing on the theoretical contributions of Barthes, Floch, and Kress and van Leeuwen. A purposeful sample of three cases—Hicham Cook, Amina Cuisine, and El Fakhama Restaurant—was analyzed based on visual composition, symbolic meaning, and persuasive function.
The findings reveal that digital food imagery operates as a structured symbolic discourse. Influencer-driven content emphasizes proximity and emotional engagement, while institutional branding relies on aesthetic control and symbolic distinction. The study highlights the central role of visual semiotics in shaping food-related perceptions and consumer behavior in Algeria.
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This allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal[cite: 2, 11].
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