DIGITAL ELF AND OTHER (LINGUISTIC) STORIES AROUND ITALIAN CHEFLUENCERS ON SOCIAL MEDIA

This chapter examines the strategic use of English by Italian "chefluencers"—such as Ruben Bondi, Aurora Cavallo, Sofia Fabiani, and Nadia Caterina Munno (The Pasta Queen)—to expand their global reach on social media. It analyzes three key linguistic approaches: burnt-in English subtitles for Italian-language videos; code-switching and code-mixing between Italian and English; and English-only recipes delivered with a distinctive Italian accent. The study highlights how these methods, framed within the concept of Digital English as a Lingua Franca (ELF), enhance accessibility, authenticity, and audience engagement. The chefs' accents and hybrid language practices are shown not as limitations but as strategic assets that reinforce cultural identity and foster a sense of community among international followers. Ultimately, the chapter illustrates how digital platforms enable these culinary influencers to transcend linguistic and cultural boundaries, positioning themselves as effective cultural ambassadors of Italian cuisine.