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Blending Words and Flavours: Gabriel Kitsos Studies the Power of Rhetoric
Nine-year-old Gabriel Kitsos loved the Sherlock Holmes stories. Even then, he knew he wanted to write in a compelling way that could move readers. Six years later, when he began to work in local restaurants and learn to prepare innovative dishes, he developed another passion: food.
When he enrolled in Simon Fraser University’s English undergraduate program, Kitsos discovered that a focus on rhetoric—the study of how ideas are communicated effectively and persuasively—would allow him to combine these interests, so he could strengthen his writing while still exploring his fascination with food.
He credits SFU English professor Sean Zwagerman, who later became his honours’ supervisor, for introducing him to rhetorical theory.
“Getting to meet with Sean Zwagerman was a real highlight of my time at SFU,” says Kitsos. “He has been an outstanding example of a rhetorical scholar. Both he and professor Peter Cramer have also provided me with resources in rhetorical studies, such as texts, and journal and conference information.”
In May 2026, Kitsos presented at one of these conferences, examining how chefs use rhetoric. He discussed the case of smoked salmon ice cream, Chef Heston Blumenthal, and University of Sussex research. In the study, three groups were served the same dish prepared by Blumenthal, but each group received the dish under a different name—salmon ice cream, frozen savoury mousse, or Food 386.
“The researchers found that rhetoric, or methodical naming—what I would call rhetoric—affects our sensory experiences of food,” he says.
This experiment is just one example of the persuasive power of food rhetoric. Kitsos notes that marketing language can influence people to change their diets, shopping, cooking, and eating habits, and trigger new dining trends and standards. His own experience writing for The Peak demonstrated this impact. In 2022, he wrote about “A sophisticated sandwich shop just around the corner from SFU Vancouver”, painting such a vivid picture of Meat & Bread’s porchetta sandwich that his friends felt compelled to go out and get one for themselves.
This kind of immediate, rewarding response is just one of the reasons that Kitsos hopes to pursue a career as both a journalist and an academic. He also draws inspiration from his grandfather, a retired investigative reporter, who has served as his mentor, advising him on everything from writer’s block to interviewing techniques.
“When I’m writing and I hit a wall, I bring it to him,” says Kitsos. “He’ll usually just have me close my laptop and ask me to explain my work. He’ll tell me, ‘Pretend we’re at a bar having beers, and you’re just trying to tell me what this is about.’”
Kitsos also watched his grandfather interview people and learned the importance of asking follow-up questions and encouraging subjects to tell their stories. He applied these skills when he interviewed graffiti artists, including local legend “Smokey D” or “Smokey Devil” for his English honours thesis, How to do Things with Graffiti: A Rhetorical Speech-Act Analysis. He found that many artists were eager for the opportunity to share their perspectives, making it possible for Kitsos to explore the intentions, motives, and tactics behind the act of graffiti.
During his honour’s presentation and at the Faculty of Arts and Social Sciences Undergraduate Research Symposium, Kitsos shared his findings with the SFU community. He plans to continue studying rhetoric at Carnegie Mellon University in August 2026.
“Professor Cramer did his master’s and PhD at Carnegie Mellon and I’m going into the same rhetoric program that he did,” says Kitsos. “He told me there’s a basketball group there called the ‘Lunch-bunch’ that he played with, where it’s just students, faculty, and staff that get together for pick-up games, so I hope that I can fill Peter’s shoes and play there too.”
Throughout his time at SFU, Kitsos found that being actively engaged in his education, as well as a writer for The Peak, a member of the SFU Chess Club, and a participant in an exchange trip to Prague, has been valuable to him personally and professionally. He encourages future students to take an active role in their university experience.
“Whatever it is you want to do, find a way to do it at SFU,” he says. “Make it a place that you’re excited to go to. Participate in whatever way you can."
Learn more about the SFU English honours program