Year: 2025
Type: article
Abstract: This study was prepared to reveal how the eating culture is reflected through mukbang videos, which started in South Korea in 2008 and spread all over the world in a short time. In the study, which was examined in line with the concepts of popular culture, consumption and social media, two most watched mukbang videos on YouTube and one most watched mukbang video in Türkiye were selected as samples by using the descriptive analysis method. As a result of the analysis, it was concluded that the videos were processed through the blending of traditional and new, the perception of delicious food and promotion-advertising concepts within the new opportunities offered by popular culture. The study also showed that all three findings were presented to consumers by taking advantage of the entertainment element.
Authors: Tahsin Eren Sayar, Fatma Mamati
Institution: Yalova University
Language: English
Subfield: Cultural Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409915977