Using language to recommend food and restaurant on Phitlok Jat Tem Facebook page

Abstract

     The objective of this qualitative research was to analyze the word choices and sentence structures used in food and restaurant recommendations on the Phitlok Jat Tem Facebook page, based on a total of 60 posts. The research data were collected from the Phitlok Jat Tem Facebook page on the internet. Video clips were excluded, and only posts published between July 2024 and September 2024 were examined. The findings revealed five types of word usage: 1) Words describing food characteristics, including words that describe the appearance, color, temperature, taste, and smell of food; 2) English loanwords, including terms related to locations, restaurants, food and beverages, online media, people, and other loanwords; 3) Slang; 4) Keywords, including keywords related to food, places, the page, and restaurant names; and 5) Colloquial expressions. Regarding sentence including, two patterns were identified: 1) declarative sentences (about places, food, and prices) and 2) persuasive sentences (emphasizing taste, menu items, and prices).

     The study found that keywords were most frequently used in introducing food and restaurants on the Phitlok Jat Tem page.This is because keywords are a common communication strategy on social media, allowing senders to make information about food, places, the page, and restaurant names easily accessible and searchable. Consequently, information can be delivered clearly to target receivers, disseminated widely, and easily shared, benefiting those receivers and increasing the page’s follower count and public recognition. As for sentence usage, declarative sentences appeared more frequently than persuasive sentences. Declarative sentences provide readers with essential details about food and restaurants in Phitsanulok, supporting their decision-making when choosing where to eat. This practice helps generate business revenue for restaurant entrepreneurs, particularly local operators.