A Multimodal Discourse Analysis of Labels And Packages of Food Products in Nigeria

Nigeria’s cultural diversity and growing consumer market provide a context for examining how food packaging and labelling communicate brand and cultural meanings. This study examines the multimodal discourse of food product labels and packaging in Nigeria, focusing on food seasonings and spices. Six food products were purposively selected from the Nigerian food market. Adopting a qualitative research approach and an ex post facto research design, data were analysed using Kress and van Leeuwen’s (1996) Visual Grammar, with particular emphasis on the compositional metafunction, namely information value, salience, and framing. The findings show that topography, colour, images, and symbolism are combined to establish product identity, communicate product information, and create visual salience. The analysis further reveals the use of culturally recognisable food images, patterns, colours, and symbols that associate the products with Nigerian culinary practices and cultural experiences. The packaging also predominantly uses English, while French appears on some products, suggesting an orientation towards a wider West African market. The study demonstrates that food packaging functions beyond product identification to construct cultural and commercial meanings through multimodal resources. It highlights the importance of culturally and contextually relevant packaging in communicating food products in Nigeria.