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Digital Advertising Literacy in Gastronomy Brands. The Case of the Spanish Chef Dabiz Muñoz

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HCI International 2022 – Late Breaking Papers: HCI for Today's Community and Economy (HCII 2022)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 13520))

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Abstract

In this study, our aim is to contribute to the debate around the possibility of building a brand through creating content of a pedagogic nature. Immersed in the digital ecosystem, transmedia storytelling offers wide-ranging options for corporate socialization, whether through personal identity or through business identity. Our study centers on the sector of haute cuisine, utilizing as a case study the construction on social media of the identity of Spanish chef Dabiz Muñoz, someone of significant media interest who, moreover, was named the best chef in the world in 2021. Following a mixed methodological model, we analyze his social media posts from 2017 to 2021 to reveal how his more pedagogic content achieves greater visibility on social media and contributes more efficiently to constructing a personal identity which also extends to the businesses he runs. This pedagogic approach can be studied from an advertising literacy perspective as an example of a brand/person who disseminates their discourse through formats which are not formally advertising formats.

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Author information

Authors and Affiliations

  1. University of Murcia, Murcia, Spain

    Pedro Hellín Ortuño, Antonio Raúl Fernández Rincón & Onésimo Samuel Hernández Gómez

Authors
  1. Pedro Hellín Ortuño
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  2. Antonio Raúl Fernández Rincón
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  3. Onésimo Samuel Hernández Gómez
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Corresponding author

Correspondence to Pedro Hellín Ortuño .

Editor information

Editors and Affiliations

  1. Eindhoven University of Technology, Eindhoven, The Netherlands

    Matthias Rauterberg

  2. City University of Hong Kong, Kowloon Tong, Kowloon, Hong Kong

    Fiona Fui-Hoon Nah

  3. City University of Hong Kong, Kowloon Tong, Kowloon, Hong Kong

    Keng Siau

  4. Technische Universität Ilmenau, Ilmenau, Germany

    Heidi Krömker

  5. University of West Florida, Pensacola, FL, USA

    June Wei

  6. University of Central Florida, Orlando, FL, USA

    Gavriel Salvendy

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Hellín Ortuño, P., Fernández Rincón, A.R., Hernández Gómez, O.S. (2022). Digital Advertising Literacy in Gastronomy Brands. The Case of the Spanish Chef Dabiz Muñoz. In: Rauterberg, M., Fui-Hoon Nah, F., Siau, K., Krömker, H., Wei, J., Salvendy, G. (eds) HCI International 2022 – Late Breaking Papers: HCI for Today's Community and Economy. HCII 2022. Lecture Notes in Computer Science, vol 13520. Springer, Cham. https://doi.org/10.1007/978-3-031-18158-0_12

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