Analysis Of Marina Tasha's Youtube Content In Street Food Culinary Promotion In The Video 24 Hours Of Street Food In Jakarta

Adelia Putri; Hasan Sazali

doi:10.55227/ijhess.v5i1.1828

Authors

Adelia Putri Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial, Universitas Islam Negeri Sumatera Utara
Hasan Sazali Study Program Ilmu Komunikasi / Fakultas Ilmu Sosial, Universitas Islam Negeri Sumatera Utara

DOI:

https://doi.org/10.55227/ijhess.v5i1.1828

Abstract

This study analyses the communication strategy and narrative elements in the YouTube video “24 Hours of Street Food in Jakarta” by Marina Tasha, a well-known food vlogger. The video is notable for its bilingual approach and personal narrative in promoting Indonesian street food. Using a qualitative descriptive method with thematic content analysis, the study explores how visual, verbal, and multimodal elements create an immersive digital culinary experience. Data were collected through video observation, transcription, screen captures, and analysis of audience comments on YouTube. The findings show that Marina employs a glocalised language strategy, mixing English with untranslated local culinary terms. This not only broadens global accessibility but also preserves cultural authenticity. Her personal and emotional storytelling builds a parasocial relationship with the audience, enhancing engagement and credibility. Visual elements such as close-up shots of food, lively street scenes, and ambient sounds support effective multimodal communication, resulting in a vibrant and authentic viewing experience. Audience responses highlight a dominant positive sentiment, appreciating Marina’s communicative and inspiring style, though some comments note issues with language clarity and visual hygiene. This study concludes that effective culinary promotion via social media relies on authentic representation, multimodal storytelling, and relatable personal narratives

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