El mukbang en Turquía como comunidad virtual. Socialización e interacción parasocial: análisis etnográfico
Barra lateral del artículo
Contenido principal del artículo
Resumen
Introducción: Es bien sabido que las redes sociales han provocado cambios significativos en muchos fenómenos y eventos tradicionales. Estos cambios y transformaciones han sido especialmente notorios en la cultura alimentaria tradicional. En los últimos años, los videos que presentan alimentos y sonidos como elementos principales, y que implican un consumo excesivo de comida en transmisiones en vivo o en videos pregrabados, han ganado rápidamente popularidad. Esta forma de consumo, originaria de Corea del Sur y conocida como mukbang, se ha extendido rápidamente por todo el mundo. Aunque se han realizado numerosos estudios en otras partes del mundo y los videos de mukbang se han difundido ampliamente en Turquía tanto entre los creadores de contenido como entre los espectadores, no existe ningún estudio específico sobre este fenómeno en el contexto turco. Metodología: En el presente estudio se analizaron 7.139 comentarios realizados en tres videos de mukbang publicados en YouTube en Turquía, utilizando una metodología netnográfica. Resultados: A partir de los comentarios de los usuarios, se observó que los espectadores desarrollan actitudes tanto positivas como negativas hacia el contenido. Como resultado del análisis, se determinó que los videos de mukbang contribuyen a la socialización, al control corporal y a la interacción cultural. No obstante, también se observó que estos videos pueden fomentar el consumo excesivo, generar adicción y provocar transformaciones en la cultura alimentaria. Discusión: Según los hallazgos, la motivación principal para ver videos de mukbang en redes sociales es la socialización. Estos videos brindan a los usuarios un sentido de pertenencia a una comunidad en línea específica. Conclusiones: Como resultado del estudio, se obtuvieron hallazgos consistentes con investigaciones previas realizadas en otras partes del mundo, así como nuevos resultados que amplían el conocimiento sobre los videos de mukbang. Se concluye que estos videos también funcionan como herramientas para la interacción cultural.
Descargas
Detalles del artículo
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Citas
Altunay, A. (2015). Bir Sosyalleşme Aracı Olarak Yeni Medya. Selçuk İletişim, 9(1), 410-428. https://dergipark.org.tr/tr/pub/josc/article/201162 DOI: https://doi.org/10.18094/si.48539
Anjani, L., Mok, T., Tang, A., Oehlberg, L., & Goh, W. B. (2020). Why do people watch others eat food? An empirical study on the motivations and practices of mukbang viewers. In Proceedings of the 2020 CHI Conference on Human Factors in Computing Systems (CHI '20) (pp. 1-13). Association for Computing Machinery. https://doi.org/10.1145/3313831.3376567 DOI: https://doi.org/10.1145/3313831.3376567
Axelson, M. L. (1986). The impact of culture on food-related behavior. Annual Review of Nutrition, 6, 345-363. https://doi.org/10.1146/annurev.nu.06.070186.002021 DOI: https://doi.org/10.1146/annurev.nutr.6.1.345
Bartl, M., Kannan, V. K., & Stockinger, H. (2016). A review and analysis of literature on netnography research. International Journal of Technology Marketing, 11(2), 165-196. https://doi.org/10.1504/IJTMKT.2016.075687 DOI: https://doi.org/10.1504/IJTMKT.2016.075687
Biricik, Z. (2022). Sosyal Medyada Ünlülere Yönelik Nefret Söylemi: Twitter Üzerine Bir İnceleme. Sosyal, Beşeri ve İdari Bilimler Dergisi, 5(10), 1403-1420. https://doi.org/10.26677/TR1010.2022.1106 DOI: https://doi.org/10.26677/TR1010.2022.1106
Bruno, A. L., & Chung, S. (2017). Mŏkpang: pay me and I’ll show you how much I can eat for your pleasure. Journal of Japanese and Korean Cinema, 9(2), 155-171. https://doi.org/10.1080/17564905.2017.1368150 DOI: https://doi.org/10.1080/17564905.2017.1368150
Cho, E.-H. (2020). A Study on the trend and the cultural phenomenon of Mukbang. The Journal of the Korea Contents Association, 20(9), 68-85. https://doi.org/10.5392/JKCA.2020.20.09.068
Choe, H. (2019). Eating together multimodally: collaborative eating in mukbang, a Korean livestream of eating. Language in Society, 48(2), 171-208. https://doi.org/10.1017/S0047404518001355 DOI: https://doi.org/10.1017/S0047404518001355
Demir, Y., & Ayhan, B. (2022). Being a female sports journalist on Twitter: Online harassment, sexualization, and hegemony. International Journal of Sport Communication, 15(3), 207-217. https://doi.org/10.1123/ijsc.2022-0044 DOI: https://doi.org/10.1123/ijsc.2022-0044
Demir, Y., & Öztürk, M. (2023). Instagram’da Yemeğin Gösterisi: #foodporn. Moment Dergi, 10(1), 83-107. https://doi.org/10.17572/mj2023.1.83107 DOI: https://doi.org/10.17572/mj2023.1.83107
Donnar, G. (2017). Food porn’or intimate sociality: Committed celebrity and cultural performances of overeating in meokbang. Celebrity Studies, 8(1), 122-127. https://doi.org/10.1080/19392397.2016.1272857 DOI: https://doi.org/10.1080/19392397.2016.1272857
Gillespie, S. L. (2020). Watching women eat: a critique of magical eating and mukbang videos [Master's thesis]. University of Nevada. https://www.proquest.com/dissertations-theses/watching-women-eat-critique-magical-eating/docview/2307190763/se-2
Hong, S. K., & Park, S. (2018). Internet mukbang (foodcasting) in South Korea. In I. Eleá & L. Mikos (Eds.), Young and creative: Digital technologies empowering children in everyday life (pp. 111–125). Nordicom. https://www.diva-portal.org/smash/get/diva2:1535822/FULLTEXT01.pdf
Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction. Psychiatry, 19(3), 215-229. https://doi.org/10.1080/00332747.1956.11023049 DOI: https://doi.org/10.1080/00332747.1956.11023049
Kang, E., Lee, J., Kim, K. H., & Yun, Y. H. (2020). The popularity of eating broadcast: Content analysis of “mukbang” YouTube videos, media coverage, and the health impact of “mukbang” on public. Health Informatics Journal, 26(3), 2237-2248. https://doi.org/10.1177/1460458220901360 DOI: https://doi.org/10.1177/1460458220901360
Kang, H., Yun, S., & Lee, H. (2021). Dietary life and mukbang-and cookbang-watching status of university students majoring in food and nutrition before and after COVID-19 outbreak. Journal of Nutrition and Health, 54(1), 104-115. https://doi.org/10.4163/jnh.2021.54.1.104 DOI: https://doi.org/10.4163/jnh.2021.54.1.104
Karaboğa, M. T. (2018). Üniversite Öğrencilerinin Bir Sosyalleşme Alanı Olarak Sosyal Medya Hakkındaki Görüşleri. Mersin Üniversitesi Eğitim Fakültesi Dergisi, 14(3), 912-936. https://doi.org/10.17860/mersinefd.475515 DOI: https://doi.org/10.17860/mersinefd.475515
Karagülle, A. E., & Çaycı, B. (2014). Ağ Toplumunda Sosyalleşme ve Yabancilaşma. The Turkish Online Journal of Design Art and Communication, 4(1), 1-9. https://izlik.org/JA45BL84TW DOI: https://doi.org/10.7456/10401100/001
Kim, Y. (2018). Sell your loneliness: Mukbang culture and multisensorial capitalism in South Korea. In L. Lim & H.-K. Lee (Eds.), Routledge Handbook of cultural and creative industries in Asia (pp. 225-238). Routledge. DOI: https://doi.org/10.4324/9781315660509-16
Kim, Y. (2021). Eating as a transgression: Multisensorial performativity in the carnal videos of mukbang (eating shows). International Journal of Cultural Studies, 24(1), 107-122. https://doi.org/10.1177/1367877920903435 DOI: https://doi.org/10.1177/1367877920903435
Kircaburun, K., Balta, S., Emirtekin, E., Tosuntas, Ş. B., Demetrovics, Z., & Griffiths, M. D. (2021). Compensatory usage of the internet: The case of mukbang watching on YouTube. Psychiatry Investigation, 18(4), 269-276. https://doi.org/10.30773/pi.2019.0340 DOI: https://doi.org/10.30773/pi.2019.0340
Kircaburun, K., Harris, A., Calado, F., & Griffiths, M. D. (2020). The association of addictive mukbang watching with mukbang watching motives, emotion regulation, impulsivity, and psychiatric distress. Journal of Concurrent Disorders, 1-7. https://irep.ntu.ac.uk/id/eprint/39118/1/1279875_Griffiths.pdf DOI: https://doi.org/10.54127/XQLF8386
Kircaburun, K., Harris, A., Calado, F., & Griffiths, M. D. (2021). The psychology of mukbang watching: A scoping review of the academic and non-academic literature. International Journal of Mental Health and Addiction, 19, 1190-1213. https://doi.org/10.1007/s11469-019-00211-0 DOI: https://doi.org/10.1007/s11469-019-00211-0
Kircaburun, K., Stavropoulos, V., Harris, A., Calado, F., Emirtekin, E., & Griffiths, M. D. (2021). Development and validation of the mukbang addiction scale. International Journal of Mental Health and Addiction, 19, 1031-1044. https://doi.org/10.1007/s11469-019-00210-1 DOI: https://doi.org/10.1007/s11469-019-00210-1
Kozinets, R. V., & Gambetti, R. (Eds). (2021). Netnography Unlimited. Understanding Technoculture using Qualitative Social Media Research. Routledge. DOI: https://doi.org/10.4324/9781003001430
Lawrenson, E. (2023, June 13). What is mukbang? And why is it so popular? Qustodio. https://www.qustodio.com/en/blog/what-is-mukbang/
Lewis, T., & Yu, H. (2022). Food and digital lifestyles in Asia: From MasterChef to Mukbang. In Y. Kim (ed.), Media in Asia (pp. 195-208). Routledge. DOI: https://doi.org/10.4324/9781003130628-15
McCarthy, A. (2017, Apr 19). This Korean food phenomenon is changing the internet. Eater. https://www.eater.com/2017/4/19/15349568/mukbang-videos-korean-youtube
Nielsen, L. Y., & Petersen, F. B. (2021). Regarding the Mains of Others: The spectacular bodies of mukbang videos. MedieKultur: Journal of Media and Communication Research, 37(71), 122-142. https://doi.org/10.7146/mediekultur.v37i71.125685 DOI: https://doi.org/10.7146/mediekultur.v37i71.125685
Niu, S., Manon, H. S., Bartolome, A., Ha, N. B., & Veazey, K. (2022). Close-up and whispering: an understanding of multimodal and parasocial interactions in YouTube ASMR videos. In Proceedings of the 2022 CHI Conference on Human Factors in Computing Systems (CHI '22) (pp. 1-18). Association for Computing Machinery. https://doi.org/10.1145/3491102.3517563 DOI: https://doi.org/10.1145/3491102.3517563
Pereira, B., Sung, B., & Lee, S. (2019). I like watching other people eat: A cross-cultural analysis of the antecedents of attitudes towards Mukbang. Australasian Marketing Journal (AMJ), 27(2), 78-90. https://doi.org/10.1016/j.ausmj.2019.03.001 DOI: https://doi.org/10.1016/j.ausmj.2019.03.001
Pittman, M., & Reich, B. (2016). Social media and loneliness: Why an Instagram picture may be worth more than a thousand Twitter words. Computers in Human Behavior, 62, 155-167. https://doi.org/10.1016/j.chb.2016.03.084 DOI: https://doi.org/10.1016/j.chb.2016.03.084
Ranteallo, I. C., & Andilolo, I. R. (2017). Food representation and media: Experiencing culinary tourism through foodgasm and foodporn. In A. Saufi, I. R. Andilolo, N. Othman & A. Lew (Eds.), Balancing development and sustainability in tourism destinations (pp. 117-127). Springer. https://doi.org/10.1007/978-981-10-1718-6_13 DOI: https://doi.org/10.1007/978-981-10-1718-6_13
Rutsaert, P., Regan, Á., Pieniak, Z., McConnon, Á., Moss, A., Wall, P., & Verbeke, W. (2013). The use of social media in food risk and benefit communication. Trends in Food Science & Technology, 30(1), 84-91. https://doi.org/10.1016/j.tifs.2012.10.006 DOI: https://doi.org/10.1016/j.tifs.2012.10.006
Sandlin, J. A. (2007). Netnography as a consumer education research tool. International Journal of Consumer Studies, 31(3), 288-294. https://doi.org/10.1111/j.1470-6431.2006.00550.x DOI: https://doi.org/10.1111/j.1470-6431.2006.00550.x
Senft, T. M. (2008). Camgirls: celebrity and community in the age of social networks (Vol. 4). Peter Lang.
Song, H. G. (2021). A study on mukbang user’s consuming behavior [Doctoral dissertation, University of Nevada]. OAsis: UNLV’s Repository for Research, Scholarship, and Creative Activity. http://dx.doi.org/10.34917/25374102
Stein, J.-P., & Yeo, J. (2021). Investigating meal‐concurrent media use: Social and dispositional predictors, intercultural differences, and the novel media phenomenon of “mukbang” eating broadcasts. Human Behavior and Emerging Technologies, 3(5), 956-968. https://doi.org/10.1002/hbe2.306 DOI: https://doi.org/10.1002/hbe2.306
Strand, M., & Gustafsson, S. A. (2020). Mukbang and disordered eating: a netnographic analysis of online eating broadcasts. Culture, Medicine, and Psychiatry, 44(4), 586-609. https://doi.org/10.1007/s11013-020-09674-6 DOI: https://doi.org/10.1007/s11013-020-09674-6
Styawan, Z., & Buwana, D. S. (2023). Watching attitude factors in delivering mukbang shows. Journal of Humanities, Social Sciences and Business, 2(2), 442-454. https://doi.org/10.55047/jhssb.v2i2.540 DOI: https://doi.org/10.55047/jhssb.v2i2.540
Sultana, S. F., & Das, M. (2022). Content analysis of mukbang videos: Preferences, attitudes and concerns. Journal of Positive School Psychology, 6(9), 4811-4822. https://journalppw.com/index.php/jpsp/article/view/13360
Tavakoli, R., & Wijesinghe, S. N. R. (2019). The evolution of the web and netnography in tourism: A systematic review. Tourism Management Perspectives, 29, 48-55. https://doi.org/10.1016/j.tmp.2018.10.008 DOI: https://doi.org/10.1016/j.tmp.2018.10.008
Varnalı, K. (2012). Dijital kabilelerin izinde sosyal medyada netnografik araştırmalar. Mediacat.
Vatandaş, S. (2020). Sosyalleşme Ve Sosyalleşmenin Sosyal Medya Mecralarındaki Anlamsal ve İşlevsel Dönüşümü. Erciyes İletişim Dergisi, 7(2), 813-832. https://doi.org/10.17680/erciyesiletisim.675531 DOI: https://doi.org/10.17680/erciyesiletisim.675531
Wang, S. (2020). A Study on Potential Health Issues behind the Popularity of "Mukbang" in China [Master’s thesis, Middle Tennessee State University]. JEWLScholar@MTSU. https://jewlscholar.mtsu.edu/handle/mtsu/6198
Woo, S. (2018). Mukbang is changing digital communications. Anthropology News, 59(6), 90-94. https://doi.org/10.1111/AN.1048 DOI: https://doi.org/10.1111/AN.1048
Xu, W. (2019). Does watching mukbangs help you diet? The effect of the mukbang on the desire to eat [Master’s thesis, Cornell University]. Cornell University Library. https://ecommons.cornell.edu/handle/1813/70111
Yeon, K. (2022). Health threats of new social media trends: The effects of frequent mukbang watching on overweight and obesity. Applied Economics Letters, 30(13), 1823-1826. https://doi.org/10.1080/13504851.2022.2083063 DOI: https://doi.org/10.1080/13504851.2022.2083063
Yun, S., Kang, H., & Lee, H. (2020). Mukbang- and Cookbang-watching status and dietary life of university students who are not food and nutrition majors. Nutrition Research and Practice, 14(3), 276-285. https://doi.org/10.4162/nrp.2020.14.3.276 DOI: https://doi.org/10.4162/nrp.2020.14.3.276
설기양SULGI. (2020, August 29). ASMR MUKBANG | 편의점 직접 만든 불닭 떡볶이 양념치킨 김밥 디저트 먹방 & 레시피 Convenience Store Food EATING [Video]. YouTube. https://www.youtube.com/watch?v=7o9giuHh1bY