Expanding the Boundaries of Digital Gastrodiplomacy: A Qualitative Study of YouTube Videos on Turkish Cuisine

OpenAlex Turkish

This study addresses the primary research question of how content produced by non-state actors on digital platforms functions within the context of gastrodiplomacy. While traditional gastrodiplomacy is generally shaped through policies implemented by states and affiliated institutions, this research focuses on the functionality of non-state actors’ digital content in this field. The study builds on the premise that food-related videos on YouTube can create a potential impact on gastrodiplomacy. To this end, four videos regarding Turkish cuisine from the "Baking Hermann" YouTube channel—selected through purposive sampling for their emphasis on the lesser-known vegan aspects of Turkish culinary culture—and 2588 associated comments were analysed using the thematic analysis technique. Employing a qualitative case study design, the research utilised MAXQDA-24 software for data collection and analysis. The findings suggest that the emphasis on vegan dishes in the analysed videos resonated positively with the audience and could contribute to broadening the traditional, meat-centred image of the cuisine. Furthermore, the visual and sensory elements in the videos, which highlight the lesser-known gastronomic values of Turkish cuisine, are evaluated as having the potential to foster a desire for connection and visitation intent among viewers. While limited to a single channel and English-language comments, this research offers an original contribution to the literature by discussing the role of individual actors in digital spaces, moving gastrodiplomacy beyond traditional state policies. Ultimately, the results provide significant data regarding the potential of digital gastrodiplomacy to support Türkiye’s soft power capacity.