PREFERENCE FOR AFRICAN LOCAL DISHES AMONG NON-AFRICANS ONLINE: AN ANALYSIS OF FACEBOOK POST AND COMMENTS ON ‘LONDON JOLLOF FESTIVAL PLATFORM

This study examines non-Africans’ preferences for African local dishes as represented in Facebook discourse, focusing on how digital interactions influence perceptions, motivations, and consumption behavior. Using Critical Discourse Analysis (CDA), the research analyzed 50 Facebook posts and 250 comments from the London Jollof Festival platform to uncover how language, ideology, and social interactions shape non-Africans’ engagement with African cuisine, particularly Jollof rice. Findings reveal that social media virality, cultural exploration, and curiosity are key motivators driving non-Africans’ interest in African dishes. Approximately 85% of users who expressed positive or neutral attitudes reported either cooking African dishes or visiting African restaurants, illustrating the strong influence of online engagement on real-world consumption. However, barriers such as unfamiliar taste profiles, ingredient accessibility, and cultural stereotypes limit universal acceptance. The discourse revealed dual representations of African cuisine celebrated as a symbol of unity by some and exoticized as “foreign” by others reflecting underlying ethnocentric biases. The study concludes that while social media has amplified the global visibility of African cuisine, deeper cultural appreciation requires reframing narratives to emphasize authenticity, respect, and inclusion. The findings offer practical insights for African food entrepreneurs, cultural promoters, and policymakers seeking to enhance the global recognition of African gastronomy.