Culture and Food Consumption in Kenya: a Semiotic Analysis of Food Advertisements on Television

Abstract

This study aimed at analysing messages and their meanings that are conveyed through food television advertisements in Kenya. The study was conducted in Parklands and Gatina wards in Nairobi County. The study involved analysis of six selected food advertisements aired on Citizen TV and Kenya Television Network stations in 2017. The qualitative research approach was adopted for this study due to an interest in the audience’s perceptions and opinions. The study sought to investigate what the messages are, their hidden meanings, influence on food consumption habits and the audience’s reception. The semiotic and media ecology theories were applied in this study. A combination of both semiotic analysis and interviews were employed to gather data on the hidden meanings, the audience reception and views on the advertisements. The primary data collected was analysed by conducting a thematic analysis. The findings of the study concluded that food advertisements do not necessarily affect food purchase and consumption choices. There are several other factors that affect food choices for example personal preference, culture affordability and food suitability. These factors are majorly based on the audience’s already formed world view and daily practices. The study also found that the audience is cognisant of the signs used by advertisers in food advertisements. In addition, food advertisements have open and hidden meanings that the audience needs to decode in order to understand the value and meaning of the advertisement. No specific food advertisement elements like drama, music and words were identified as having a particular level of influence on food consumption and culture. This study recommends that marketing firms should adopt advertisement translators to act as the audience in decoding advertising messages. This will ensure that the messages are well crafted and all possible hidden meanings identified.