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Instagram'da Yemeğin Gösterisi: #foodporn

Year 2023, , 83 - 107, 19.07.2023
https://doi.org/10.17572/mj2023.1.83107

Abstract

Food porn kavramı, yemeğin pornografik gösterim biçimleriyle sunulmaya başlamasıyla ortaya çıkmıştır. İçerisinde hazzı ve ulaşılmazlığı barındıran kavram, Instagram gibi görsel ağların yükselişiyle birlikte kendisine yeni bir varoluş alanı bulmuştur. Bugüne kadar Instagram’da #foodporn hashtagi kullanılarak yaklaşık olarak 300 milyon görsel paylaşılmıştır. Bu sayı oldukça yüksek ve yemeğin dijital çağda geçirdiği dönüşümü anlamak için oldukça önemlidir. Bu çalışma, Instagram’da #foodporn hashtagi kullanılarak paylaşılan görsellerin içerik, sunum ve çağrışımlarla nasıl anlatılar oluşturduğuna odaklanmaktadır. Bu amaçla #foodporn hashtagli görseller netnografik yöntem aracılığıyla incelenmiş ve sunulan imgelerle ilgili çeşitli alt kategoriler oluşturulmuştur. İlk kategori olan içerik, zararlı ve sağlıklı olmak üzere ikiye ayrılmaktadır. İkinci kategori olan sunum, yaratıcılık/ustalık, yerellik (kültürel) ve statü/kimlik üçe ayrılmaktadır. Üçüncü kategori olan çağrışım ise cinsellik ve toplumsal cinsiyet normları yansıtan ataerkil #foodporn içerikli görsellerden oluşmaktadır. Sonuç olarak bu çalışmada Instagram’da oluşturulan #foodporn görsellerin çeşitli şekillerde anlam ve çağrışım yaratan görseller sunduğu ve görsellerin toplumsal, kültürel ve ekonomik yapıyı temsil eden içeriklerden oluştuğu belirlenmiştir.

References

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  • Addeo, F., Paoli, A. D., Esposito, M., & Bolcato, M. Y. (2019). Doing social research on online communities: The benefits of netnography. Athens Journal of Social Sciences, 7(1), 9-38.
  • Akkülah, E. K. (2021). 21. Yüzyıl ile değişen yemek yeme pratikleri ve iç mekân biçimlenişleri. Başkent Üniversitesi Sosyal Bilimler Enstitüsü.
  • Aleem, A. K., & Loureiro, S. M. (2021). Luxury brands on Instagram: A netnographic approach. Fashion, Design & Marketing Management in the Digital Environment (pp. 432-444). Seoul : 2021 GFMC/KSMS International Conference.
  • Attwood, F., & Smith, C. (2014). Porn studies: An introduction. Porn Studies, 1(1-2), 1-6.
  • Baloğlu, E. (2022). Siyasal iletişimde Instagram kullanımı. Y. Demir (Dü.) içinde, Siyasal İletişim Çalışmaları (s. 207-230). Konya: Tablet Yayınları.
  • Bartl, M., Kannan, V., & Stockinger, H. (2016). A review and analysis of literature on netnography research. International Journal of Technology Marketing, 11(2), 165-196.
  • Bell, D., & Valentine, G. (1997). Consuming geographies: We are where we eat. London: Routledge.
  • Beşirli, H. (2010). Yemek, kültür ve kimlik. Milli Folklor, 22(87), 159-169.
  • Beynon, W. (2014, Mart 4). Are 'food porn' selfies damaging the intellectual property of chefs? The Guardian: https://www.theguardian.com/media-network/media-network-blog/2014/mar/04/food-porn-selfies-damaging-chefs-restaurants adresinden alındı
  • Bowler, G. M. (2010). Netnography: A method specifically designed to study cultures and communities online. The Qualitative Report, 15(5), 1270-1275. doi:10.46743/2160-3715/2010.1341
  • Burgess, J. (2023). Utilizing non-participatory netnography to explore consumer reactions to narrative brands. Sage Research Methods: Business. içinde Sage. doi:10.4135/9781529622973
  • Calefato, P., Fortuna, L. L., & Scelzi, R. (2016). Food-ography: Food and new media. Semiotica, 211, 371-388. doi:10.1515/sem-2016-0087
  • Cantek, F. (2011). Mutfakta pişer, internete de düşer: Yemek blogları kadınlara neler vaad ediyor? Kültür ve İletişim, 14(27), 9-36.
  • Cavazza, N., Graziani, A. R., & Guidetti., M. (2020). Impression formation via #foodporn: Effects of posting gender-stereotyped food pictures on Instagram profiles. Appetite, 147, 1-7. doi:10.1016/j.appet.2019.104565
  • Cockburn, A. (1977). Gastro-porn. New York: New York Review of Books.
  • Coward, R. (1984). Female desire: Women’s sexuality today. London: Paladin.
  • Cox, A. M., & Blake, M. K. (2011). Information and food blogging as serious leisure. Aslib Proceedings, 63(2/3), 204-220. doi:10.1108/00012531111135664
  • Cunningham, S. J., & Macrae, C. N. (2011). The colour of gender stereotyping. British Journal of Psychology, 102(3), 598-614. doi:10.1007/s00381-007-0559-3
  • Cuomo, M., Tortora, D., Festa, G., Chierici, R., & Giordano, A. (2023). The foodie subcultures: from the underground to the mainstream. A netnographic analysis. 22nd International Marketing Trends Conference (s. 1-14). Paris: International Marketing Trends Conference.
  • Çaycı, A. E. (2019). Sosyal medya’da dijital yemek kültürü. Uluslararası Kültürel ve Sosyal Araştırmalar Dergisi (UKSAD), 5(1), 120-136.
  • Çaycı, A. E., & Aktaş, C. (2018). Dijitalden tatmak: Yemeğin “yeni” gastro mekanlardaki seyirlik gösterisinin kültürel yansımaları. TRT Akademi, 3(6), 710-727.
  • Debord, G. (1995). Society of Spectacle. New York: Zone Books.
  • Dejmanee, T. (2016). “Food porn” as postfeminist play: Digital femininity and the female body on food blogs. Television & New Media, 17(5), 429–448. doi:10.1177/1527476415615944
  • Delind, L. B. (2006). Of bodies, place, and culture: Re-situating local food. Journal of Agricultural and Environmental Ethics, 19, 121-146. doi:10.1007/s10806-005-1803-z
  • Demirel, G., & Karanfiloğlu, M. (2020). Sosyal medyada yemek fotoğraflarının kimlik inşası bağlamında tüketimi: Instagram örneği. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 34, 236-259.
  • Donnar, G. (2017). ‘Food porn’ or intimate sociality: Committed celebrity and cultural performances of overeating in meokbang. Celebrity Studies, 8(1), 122-127. doi:10.1080/19392397.2016.1272857
  • Drew, Z., Fulton, J., & McIntyre, P. (2022). #foodporn: Examining Instagram food influencers through the systems model of creativity. Communication Research and Practice, 8(4), 308-326. doi:10.1080/22041451.2022.2137248
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  • Dutta, A., & Sharma, A. (2023). Netnography and Instagram community: An empirical study. Business Information Review, 40(1). doi:10.1177/02663821231157501
  • Duval, G. (2022). The social space, language, and art of inferences on Instagram: A netnographic study. Ottawa: University of Ottawa.
  • Fischler, C. (1988). Food, self and identity. Social Science Information, 27(2), 275-292.
  • Frassanito, P., & Pettorini, B. (2008). Pink and blue: The color of gender. Child's Nervous System, 24(8), 881–882. doi:10.1007/s00381-007-0559-3
  • Giannoulakis, S., & Tsapatsoulis, N. (2016). Evaluating the descriptive power of Instagram hashtags. Journal of Innovation in Digital Ecosystems, 3(2), 114-129.
  • Goodman, M. K., Johnston, J., & Cairns, K. (2017). Food, media and space: The mediated biopolitics of eating. Geoforum, 84, 161-168. doi:10.1016/J.GEOFORUM.2017.06.017
  • Gretzel, U. (2017). #travelselfie: A netnographic study of travel identity communicated via Instagram. In S. Carson, & M. Pennings (Eds.), Performing cultural tourism: Communities, tourists and creative practices (pp. 115-127). Routledge.
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  • Ibrahim, Y. (2015). Food porn and the invitation to gaze: Ephemeral consumption and the digital spectacle. International Journal of E-Politics, 6(3), 1–12.
  • İnce, Ş. (2015). Yadigar: Bir hafıza mekânı olarak mutfak. Kültür ve İletişim, 35, 57-79.
  • Instagram. (2023, Şubat 9). #foodporn. Instagram: https://www.instagram.com/explore/tags/foodporn/ adresinden alındı
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  • Kozinets, R. V. (2010b). Netnography: The marketer’s secret weapon. White Paper, 1-13.
  • Kozinets, R. V. (2019). Netnography for management and business research. C. Cassell, A. L. Cunliffe, & G. Grandy içinde, The Sage handbook of qualitative business and management research methods (s. 384-397). London: Sage.
  • Kozinets, R. V. (2020). E-Tourism research, cultural understanding, and netnography. Z. Xiang, M. Fuchs, U. Gretzel, & W. Höpken içinde, Handbook of e-Tourism (s. 1-16). Springer.
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Food Show on Instagram: #foodporn

Year 2023, , 83 - 107, 19.07.2023
https://doi.org/10.17572/mj2023.1.83107

Abstract

The concept of food porn emerged when food began to be presented with pornographic representations. The concept, which includes pleasure and inaccessibility, has found a new field of existence with the rise of visual networks such as Instagram. To date, approximately 300 million images have been shared on Instagram using the #foodporn hashtag. This number is quite high and is very important for understanding the transformation of food in the digital age. This study focuses on how images shared on Instagram using the #foodporn hashtag create narratives with content, presentation and associations. For this purpose, #foodporn hashtags images were examined through the netnographic method and various sub-categories related to the presented images were created. The first category, content, is divided into two as harmful and healthy. The second category is presentation, creativity/mastery, locality (cultural) and status/identity. The third category, connotation, consists of images with patriarchal #foodporn content reflecting sexuality and gender norms. As a result, in this study, it has been determined that #foodporn images created on Instagram offer images that create meaning and association in various ways, and that the images consist of content that represents the social, cultural and economic structure.

References

  • Abril, E. P., Tyson, K., & Morefield, K. (2022). SnapChat this, Instagram that: The interplay of motives and privacy affordances in college students’ sharing of food porn. Telematics and Informatics, 74, 1-12. doi:10.1016/j.tele.2022.101889
  • Addeo, F., Paoli, A. D., Esposito, M., & Bolcato, M. Y. (2019). Doing social research on online communities: The benefits of netnography. Athens Journal of Social Sciences, 7(1), 9-38.
  • Akkülah, E. K. (2021). 21. Yüzyıl ile değişen yemek yeme pratikleri ve iç mekân biçimlenişleri. Başkent Üniversitesi Sosyal Bilimler Enstitüsü.
  • Aleem, A. K., & Loureiro, S. M. (2021). Luxury brands on Instagram: A netnographic approach. Fashion, Design & Marketing Management in the Digital Environment (pp. 432-444). Seoul : 2021 GFMC/KSMS International Conference.
  • Attwood, F., & Smith, C. (2014). Porn studies: An introduction. Porn Studies, 1(1-2), 1-6.
  • Baloğlu, E. (2022). Siyasal iletişimde Instagram kullanımı. Y. Demir (Dü.) içinde, Siyasal İletişim Çalışmaları (s. 207-230). Konya: Tablet Yayınları.
  • Bartl, M., Kannan, V., & Stockinger, H. (2016). A review and analysis of literature on netnography research. International Journal of Technology Marketing, 11(2), 165-196.
  • Bell, D., & Valentine, G. (1997). Consuming geographies: We are where we eat. London: Routledge.
  • Beşirli, H. (2010). Yemek, kültür ve kimlik. Milli Folklor, 22(87), 159-169.
  • Beynon, W. (2014, Mart 4). Are 'food porn' selfies damaging the intellectual property of chefs? The Guardian: https://www.theguardian.com/media-network/media-network-blog/2014/mar/04/food-porn-selfies-damaging-chefs-restaurants adresinden alındı
  • Bowler, G. M. (2010). Netnography: A method specifically designed to study cultures and communities online. The Qualitative Report, 15(5), 1270-1275. doi:10.46743/2160-3715/2010.1341
  • Burgess, J. (2023). Utilizing non-participatory netnography to explore consumer reactions to narrative brands. Sage Research Methods: Business. içinde Sage. doi:10.4135/9781529622973
  • Calefato, P., Fortuna, L. L., & Scelzi, R. (2016). Food-ography: Food and new media. Semiotica, 211, 371-388. doi:10.1515/sem-2016-0087
  • Cantek, F. (2011). Mutfakta pişer, internete de düşer: Yemek blogları kadınlara neler vaad ediyor? Kültür ve İletişim, 14(27), 9-36.
  • Cavazza, N., Graziani, A. R., & Guidetti., M. (2020). Impression formation via #foodporn: Effects of posting gender-stereotyped food pictures on Instagram profiles. Appetite, 147, 1-7. doi:10.1016/j.appet.2019.104565
  • Cockburn, A. (1977). Gastro-porn. New York: New York Review of Books.
  • Coward, R. (1984). Female desire: Women’s sexuality today. London: Paladin.
  • Cox, A. M., & Blake, M. K. (2011). Information and food blogging as serious leisure. Aslib Proceedings, 63(2/3), 204-220. doi:10.1108/00012531111135664
  • Cunningham, S. J., & Macrae, C. N. (2011). The colour of gender stereotyping. British Journal of Psychology, 102(3), 598-614. doi:10.1007/s00381-007-0559-3
  • Cuomo, M., Tortora, D., Festa, G., Chierici, R., & Giordano, A. (2023). The foodie subcultures: from the underground to the mainstream. A netnographic analysis. 22nd International Marketing Trends Conference (s. 1-14). Paris: International Marketing Trends Conference.
  • Çaycı, A. E. (2019). Sosyal medya’da dijital yemek kültürü. Uluslararası Kültürel ve Sosyal Araştırmalar Dergisi (UKSAD), 5(1), 120-136.
  • Çaycı, A. E., & Aktaş, C. (2018). Dijitalden tatmak: Yemeğin “yeni” gastro mekanlardaki seyirlik gösterisinin kültürel yansımaları. TRT Akademi, 3(6), 710-727.
  • Debord, G. (1995). Society of Spectacle. New York: Zone Books.
  • Dejmanee, T. (2016). “Food porn” as postfeminist play: Digital femininity and the female body on food blogs. Television & New Media, 17(5), 429–448. doi:10.1177/1527476415615944
  • Delind, L. B. (2006). Of bodies, place, and culture: Re-situating local food. Journal of Agricultural and Environmental Ethics, 19, 121-146. doi:10.1007/s10806-005-1803-z
  • Demirel, G., & Karanfiloğlu, M. (2020). Sosyal medyada yemek fotoğraflarının kimlik inşası bağlamında tüketimi: Instagram örneği. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 34, 236-259.
  • Donnar, G. (2017). ‘Food porn’ or intimate sociality: Committed celebrity and cultural performances of overeating in meokbang. Celebrity Studies, 8(1), 122-127. doi:10.1080/19392397.2016.1272857
  • Drew, Z., Fulton, J., & McIntyre, P. (2022). #foodporn: Examining Instagram food influencers through the systems model of creativity. Communication Research and Practice, 8(4), 308-326. doi:10.1080/22041451.2022.2137248
  • Duguay, S., Burgess, J., & Suzor, N. (2020). Queer women’s experiences of patchwork platform governance on Tinder, Instagram, and Vine. Convergence, 26(2), 237-252.
  • Dutta, A., & Sharma, A. (2023). Netnography and Instagram community: An empirical study. Business Information Review, 40(1). doi:10.1177/02663821231157501
  • Duval, G. (2022). The social space, language, and art of inferences on Instagram: A netnographic study. Ottawa: University of Ottawa.
  • Fischler, C. (1988). Food, self and identity. Social Science Information, 27(2), 275-292.
  • Frassanito, P., & Pettorini, B. (2008). Pink and blue: The color of gender. Child's Nervous System, 24(8), 881–882. doi:10.1007/s00381-007-0559-3
  • Giannoulakis, S., & Tsapatsoulis, N. (2016). Evaluating the descriptive power of Instagram hashtags. Journal of Innovation in Digital Ecosystems, 3(2), 114-129.
  • Goodman, M. K., Johnston, J., & Cairns, K. (2017). Food, media and space: The mediated biopolitics of eating. Geoforum, 84, 161-168. doi:10.1016/J.GEOFORUM.2017.06.017
  • Gretzel, U. (2017). #travelselfie: A netnographic study of travel identity communicated via Instagram. In S. Carson, & M. Pennings (Eds.), Performing cultural tourism: Communities, tourists and creative practices (pp. 115-127). Routledge.
  • Han, B.-C. (2015). The Transparency Society. California: Stanford University Press.
  • Ibrahim, Y. (2015). Food porn and the invitation to gaze: Ephemeral consumption and the digital spectacle. International Journal of E-Politics, 6(3), 1–12.
  • İnce, Ş. (2015). Yadigar: Bir hafıza mekânı olarak mutfak. Kültür ve İletişim, 35, 57-79.
  • Instagram. (2023, Şubat 9). #foodporn. Instagram: https://www.instagram.com/explore/tags/foodporn/ adresinden alındı
  • Kellner, D. (1991). Reklam ve tüketim kültürü. Y. Kaplan içinde, Enformasyon devrimi efsanesi: Modernleşme kuram ve uygulamalarının eleştirisi (s. 75-91). İstanbul: Rey Yayınları.
  • Koh, G. (2015). Food porn as visual narrative: Food blogging and identity construction. Southeast Asian Review of English, 52(1), 122-142. doi:10.22452/sare.vol52no1.10
  • Kozinets, R. V. (2002). The field behind the screen: using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61-72. doi:10.1509/jmkr.39.1.61.18935
  • Kozinets, R. V. (2010a). Netnography. Doing ethnographic research online. Sage.
  • Kozinets, R. V. (2010b). Netnography: The marketer’s secret weapon. White Paper, 1-13.
  • Kozinets, R. V. (2019). Netnography for management and business research. C. Cassell, A. L. Cunliffe, & G. Grandy içinde, The Sage handbook of qualitative business and management research methods (s. 384-397). London: Sage.
  • Kozinets, R. V. (2020). E-Tourism research, cultural understanding, and netnography. Z. Xiang, M. Fuchs, U. Gretzel, & W. Höpken içinde, Handbook of e-Tourism (s. 1-16). Springer.
  • Lewis, T. (2018). Digital food: From paddock to platform. Communication Research and Practice, 4(3), 212-228. doi:10.1080/22041451.2018.1476795
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There are 75 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Articles (Thematic)
Authors

Yavuz Demir 0000-0002-9755-0150

Muammer Öztürk 0000-0001-8124-7096

Publication Date July 19, 2023
Submission Date February 14, 2023
Acceptance Date May 20, 2023
Published in Issue Year 2023

Cite

APA Demir, Y., & Öztürk, M. (2023). Instagram’da Yemeğin Gösterisi: #foodporn. Moment Dergi, 10(1), 83-107. https://doi.org/10.17572/mj2023.1.83107