| Abstract: | 1998年韓國總統金大中開始推行「文化立國」政策；2008年韓國李明博總統進一步推動「韓食世界化」政策，將韓食推廣到海外，讓大眾能夠透過媒體來更認識韓食文化。在此趨勢下，在台韓式料理餐廳數量亦急劇增長，韓食也成了台灣人的日常餐食選擇之一。近年介紹韓國料理的YouTuber創作內容增加，亦有不少內容獲得高點擊率，YouTuber扮演文化中介者，在影片中成為評斷料理道地與否的專家。在此背景下，本論文旨在探討台灣與韓國YouTuber運用什麼語藝策略來建立評論「道地」的權威性？又呈現出什麼韓式料理道地觀？台灣與韓國YouTuber因生長背景的關係，是否對韓式料理的道地性會以不同方式來詮釋？
本研究以質性內容分析作為主要研究方法，以高點擊率、具有代表性的YouTuber創作內容為文本，首先運用新亞里斯多德批評法來分析文本的語藝策略，其次整理過去文獻與道地性認知有關的五種感官元素，來分析文本中呈現的道地觀。本研究期望能讓未來以飲食為主題的內容創作者瞭解在書寫餐廳料理的道地性時，如何更具權威地評判飲食。
研究結果發現，在語藝策略上，台灣與韓國YouTuber皆會先透過「可信度訴求」，展現熟知韓國飲食文化的專家特質，再運用「感性訴求」與「理性訴求」，以及「對比修辭」、「比喻修辭」評論餐廳或料理的道地性，增加論述的說服度。在道地觀方面，台灣與韓國YouTuber皆會透過「視覺、聽覺、嗅覺、觸覺、味覺」五種感官來檢視餐廳的道地性，不過多以「視覺、味覺」為主，而韓國YouTuber還會在「料理販賣的空間」上有所感知。
In 1998, South Korean President Kim Dae-Jung initiated investments in cultural policies that underscored the development and bolstering of South Korea`s global image. In 2008, President Lee Myung-Bak further advanced the "globalization of Korean food" policy, promoting Korean cuisine abroad and heightening public awareness of Korean food culture through the media. Consequently, the number of Korean-style restaurants in Taiwan escalated rapidly, and Korean food has become a commonplace culinary choice for Taiwanese. Recently, many YouTubers have taken to showcasing Korean food in their videos, with numerous videos garnering high click-through rates. Within these videos, YouTubers act as cultural intermediaries, becoming experts in judging the authenticity of Korean food. This paper aims to explore the rhetorical strategies that Taiwanese and Korean YouTubers utilize to establish their authority to comment on "authentic" cuisine, the authenticity of Korean food they present, and whether Taiwanese and Korean YouTubers interpret food authenticity differently due to their divergent backgrounds.
This study utilizes qualitative content analysis as the primary research method, focusing on highly representative YouTuber videos with high click-through rates. Firstly, Neo-Aristotelian Rhetorical Criticism is employed to analyze the rhetorical strategies within the text. Secondly, the five sensory elements related to the cognition of food authenticity in past literature are employed to analyze the food authenticity presented in the text. The study aims to aid future content creators who concentrate on food in comprehending how to authoritatively judge the authenticity of the cuisine.
The findings of this research reveal that both Taiwanese and Korean YouTubers utilize "credibility appeals" to demonstrate their expert knowledge of Korean food culture. They subsequently utilize "emotional appeals," "rational appeals," "comparative rhetoric," and "metaphorical rhetoric" to comment on the authenticity of restaurants or cuisine, which enhances the persuasiveness of their discourse. Regarding food authenticity, both Taiwanese and Korean YouTubers rely on the five senses of "sight, hearing, smell, touch, and taste" to evaluate the authenticity of restaurants, but mainly focus on "sight and taste". Korean YouTubers also take into consideration the spatial arrangement in which dishes are sold. |
