PROS AND CONS PERSPECTIVE ON TRADITIONAL FOOD REVIEW FROM INDONESIAN FOOD VLOGGER : A MULTIMODAL ANALYSIS

As the development of technology, many food vlogger who use platform to attract the viewers, one of it is Youtube. This study explained how pros and cons perspectives are created in traditional food reviews by Indonesian food vloggers through multimodal elements. This study was aimed to evaluate the verbal and visual elements used to express pros and cons, and to elaborate how these perspectives are linguistically realized. This study was conducted a qualitative descriptive method, the data were the multimodal clause from selected printed food review by Indonesian food vloggers: Ken & Grat (representing pros) and Codeblu (representing cons) by using purposive sampling to select reviews of similar traditional food from both channels. In order to identify the verbal and visual elements was used Van Leeuwen‘s representational meaning function. The analysis, grounded in multimodal theory indicates that professional perspectives frequently include affirmative sensory depictions, evaluative assessments, and cultural pride, reinforced by prominence in color, tight framing, and ideal-real composition. The contrast perspective combines visual distress of unappealing textures or sanitation difficulties with more intense relational, mental, and circumstantial processes to address deficiency and dissatisfaction stress. The findings demonstrated that while both viewpoints draw from different sources, counter-reviews that employ verbal and visual techniques highlight weaknesses in
crafting stronger critical narratives.