Raccontare il territorio e la cultura culinaria italiana al resto del mondo: Strategie linguistiche e pragmatiche degli “chefluencers” italiani sui social media

In the age of social media, the culinary world has seen a transformation as chefs use digital platforms to share their expertise. This paper examines the intersection of Italian cuisine and the digital realm, focusing on Italian “chefluencers” who use a mix of English and Italian in their video recipes to reach a global audience. By exploring pragmatic and translation strategies, particularly subtitles, code-switching/mixing, English-only recipes, and multimodal pragmatics, as well as analysing micro-linguistic elements such as lexical borrowings, the study investigates how chefluencers like Ruben Bondi, Aurora Cavallo (aka Cooker girl), Sofia Fabiani (aka Cucinare stanca), and Nadia Caterina Munno (aka The pasta queen) bridge Italian gastronomy with the world. It also highlights how social media fosters cross-cultural culinary exchanges, enabling Italian chefs to engage global followers while preserving culinary traditions.