The gastronomy sector has witnessed significant changes since the emergence of the first restaurants aiming to meet the physical needs by providing food and beverage services. The changes and developments experienced have resulted in restaurants gaining importance as places that meet the social needs of consumers from all classes as well as their physical needs (Maviş, 2005; Morgan, 2006). The importance of plate presentation, which expresses the visual dimension of the food served for out-of-home consumption, has also increased with the new culinary trend reaching a scope that shapes the gastronomy sector (Lane, 2011). Emphasizing the importance of visuality in modern gastronomy, eating and drinking, along with other practices in daily life, is increasingly associated with aesthetic
approaches (Miele & Murdoch, 2015). The presentation of a food includes an arrangement for exposing that food to the visual sense. These regulations also ensure that food is preferred (Cornell et al., 1989). In this context, in this study şırdan, which is generally accepted as a bad-looking dish in Turkish society, is discussed. An application was carried out that aims to reveal the effects of visual manipulative arrangements on şırdan and the change in the acceptance situation in the society. Within the scope of the study, 5 modern şırdan presentations were created. Each presentation is photographed at right angles on the same white plate and red background. After the traditional presentation of şırdan was shown to the participants, “Do you know şırdan?” question was posed. Then, “Do you eat şırdan?” were asked to answer the question. The participants in the study sample answered the question “Do you eat şırdan?” were determined as those who answered “no” to the question. Then, 5 presentations photographed within the scope of the research were projected onto the screen in order, and the participants were asked to score between 1 (I didn't like it
too much) and 9 (I liked it too much) according to the parameters of color, shape, visual texture and general presentation (composition). As a result of the data obtained, it can be stated that the reasons such as the presentation of the traditional stuffed şırdan as a whole, the visual texture and the taste that the participants stated in the other option, the dislike of offal, the absence of the product in the region they live in, or the fact that it is made from the stomach of an animal have a negative impact on the decision to consume şırdan.
In the color, shape, visual texture and general presentation (composition) scoring of the 5 presentations prepared within the scope of the research, the most liked plate presentation was 2 for each parameter. It is thought that the elements such as the composition, presentation of the şırdan horizontally so that the inner rice is visible, the use of vivid colors in the sauces, the round form of the sauces and the stuffing, affect the views of the participants positively and make it the most popular dish. As a result of the research, the dish presentation 3 was not liked, remaining below 5 points in all parameter values. Elements such as the pastel colors used in presentation 3, the asymmetrical and aesthetic distribution of the sauces on the plate, the color harmonies created by the edible flowers could not manipulate the effect of presenting the dish as a whole. When we look at the shapes of şırdan in the presentations, the fact that all compositions except presentation 3 have a value above 5 proves the predicted thesis about the negative effect of presenting şırdan as a whole. When the average scores of the parameters between the presentations were compared, it was concluded that the vivid colors should be positioned to soften the color of the filling and the color variety used in the plate should be more. In addition, it has been determined that the şırdan is cut and presented, making the dish accepted by the participants. In addition, it has been observed that the features such as the presence
of sauces and spices on the plate and the fact that the only focal note of the plate is not şırdan have an effect on increasing the appreciation score in the parameters measured in the presentation. Considering the presentations 2 and 4, which have the highest scores in the visual texture parameter, the use of sauces in a round form and sections from the şırdan draw attention as common features. Based on this data, it is seen that the round form touch gives positive results in the presentation of şırdan. In the general presentation parameter,
it has been determined that the elements such as taking sections from the şırdan, using edible flowers and filling the empty spaces on the plate with spices or sauces, giving color and texture to the plate, positively affect the taste of the plate. The data obtained in the study showed positive results that the view of a dish that can be termed as bad-looking
can be changed with a few presentation techniques. The results of the study are considered valuable in terms of emphasizing the severity of the effect of visuality on taste perception and consumption motivation. Similar researches should be done on different dishes and products and alternative presentation suggestions should be developed. Developed presentations should be presented to the consumer's taste, especially in Turkish cuisine restaurants visited by large numbers of local and foreign tourists. Dishes that are exposed to visual prejudices throughout the society should be promoted by sharing them in TV programs, publication channels such as magazines and newspapers, social media accounts in the field of gastronomy, and various gastronomy festivals, and people should be provided with the opportunity to experience different tastes. The results obtained are considered important in terms of developing a solution proposal for the preservation, transfer to future generations and promotion of dishes such as şırdan and similar, which are a valuable part of Turkish culture. Adoption of a food is related to people's belonging to food culture elements. Societies that aim to come to the fore in the field of gastronomy should promote and keep their local dishes alive in the national and then international arenas before condemning them to the limits of cultural consumption of small masses without exposing them to various labels.