Sociological analysis of mukbang videos in the context of consumption society

In this study, the current prevalence of mukbang videos, also called eating publishing, was considered and examined in the context of individualization, consumer culture, body perception, surveillance culture and transformation of privacy perception. Additionally, the influence of the society in which it originated, Korea, on the rapid spread of mukbang videos to different cultures has also been discussed. The research utilized the qualitative content analysis method. As part of the research, four videos with the most views from 8 different mukbang channels opened on Youtube, named Yuka Kinoshita, Dorothy, Keemi, Gongsam Table, Ceren Yilmaz, Beste Kartal, Şilan Buldak, Tuğçe& Mislina, and a total of 3200 comments from 100 comments on these videos were examined. The total duration of the 32 videos included in the analysis consists of 10 hours 51 minutes 35 seconds. Mukbang videos and comments were analyzed based on four predetermined themes: "body perception," "mukbang videos as a consumer industry," "exhibition value of food," and "transformation of privacy perception." During the analysis, eight categories were created: "intervention in the body: seeking means of intervention in one's own body and other bodies," "balance of desire and fear," "display of consumption," "creating the desire for consumption," "realizing the desire for consumption created," "mukbang videos as an example of exaggerated sharing," "display of personal life," and "culture of confession." While individuals who watch mukbang videos experience a desire to eat, there is no change in their ideal body desires. Thus, the body becomes incorporated into consumption in all aspects. In addition, with the popularization of mukbang videos, which enable consumption through food, the eating moment has become commodified, just as the culture of eating and drinking has become commodified. Consequently, mukbang videos have become one of the tools that sustain consumer culture. Individuals who watch mukbang videos can perceive objects as if they are alive and watch these videos to alleviate feelings of loneliness. The rapid spread of these videos can be attributed to the Korean Wave phenomenon, where Korean culture is closely followed, admired, and elements of this culture can quickly gain popularity.