The lexicon of Bekasi district’s semiofoodscape: between tradition and innovation

Food plays a vital role, not only as a means of sustenance, but also as a mode of communication. Traditional foods in traditional markets are facing challenges due to globalization. The revitalization of traditional markets as a food landscape has not received much attention from a communication perspective. This study draws on the concept of semiofoodscape that integrates language, food, society, and lexicography to examine the interaction between social actors and foodscape. The empirical research employs a convergent mixed methods research design, resulting in the development of a sensory lexicon comprising flavor and texture wheels. These wheels can serve as a sensory vocabulary in various research design settings. The importance of semiofoodscape in preserving traditional food and culture is discussed and future research avenues are outlined.