Instagram'da Yemeğin Gösterisi: #foodporn

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.

Anahtar Kelimeler:

Gösteri, yemek, Instagram, yemek görselleri, #foodporn

Food Show on Instagram: #foodporn

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.

Keywords:

show, food, Instagram, food images, #foodporn,

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