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Article published In: Dialogic Dimensions of the Digital
Edited by Răzvan Săftoiu
[Language and Dialogue 16:1] 2026
► pp. 100–121

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Beyond the recipe

An exploration of user engagement in an online culinary community

 | Transilvania University of Brașov
 | Transilvania University of Brașov
Published online: 29 September 2025
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https://doi.org/10.1075/ld.00214.saf
Abstract
This study investigates user participation in an online cooking community based on 265 comments about a recipe by Jamila, a popular food blogger, chosen for her significant influence in the Romanian culinary blogosphere. 73.6% (n = 195) are positive, whereas 26.4% (n = 70) are negative. While positive comments are more common, negative comments reveal more engagement from critics, often characterized by longer responses, detailed critiques, and frequent interactions. Using dialogue analysis and politeness research, we illustrate how users construct identities by balancing critique with indirect language use and defensive reactions. Common actions include hedging, justification, indirect criticism, and face-saving acts. We also analyze how commenters use humor, sarcasm, and multimedia components such as emoji to convey tone and emotion.
Article outline
  • 1.Introduction
  • 2.Theoretical background
    • 2.1The Mixed Game Model
    • 2.2Distancing and rapport-building
    • 2.3Conflict in online environments
  • 3.Materials and methods
    • 3.1Corpus
    • 3.2Procedure
  • 4.Results
    • 4.1Positive comments
      • 4.1.1Compliments and praises
      • 4.1.2Expressions of gratitude
      • 4.1.3Encouragement
    • 4.2Negative comments
      • 4.2.1Direct criticism
      • 4.2.2Rhetorical questions
      • 4.2.3Sarcasm and irony
    • 4.3Online dialogic games
  • 6.Conclusions
  • Note
  • References
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