Eating Shows on YouTube.

The Background to the Popularity of Mukbang Videos in the Light of a Qualitative Reception Study

Abstract

THE AIMS OF THE PAPER

In the context of media culture, star studies and infleuncer marketing, this paper is focusing on the mukbang video, or online eating shows, which is one of the most popular video genres at the present day. First, the study briefly introduces the history, content and form of mukbang videos. Afterwards, we look for answers to the questions like what lies behind the success of mukbang videos, how it is related to the attitudes and media consumption preferences of younger generations, and how it is relevant to influencer marketing.

METHODOLOGY

After contextualizing the problem and reviewing relevant literature, the study focuses on the characteristics (form and content) of mukbang videos, and then attempts to map the attitudes of the online audience towards mukbang with the help of a qualitative reception study. Accordingly, the first part of the empirical research deals with the genre and qualitative content analysis of mukbang videos, while the second part examines the reactions of the audience through the examination of comments.

MOST IMPORTANT RESULTS

The mukbang effectively improves parasocial connections through the psychological and social functions of eating together. The popularity of the genre can be linked to the quest for company and the general phenomenon of loneliness. Furthermore, due to its characteristics, online eating shows can become a highly effective marketing communication tool in the hands of brands.

RECOMMENDATIONS

Recently, mukbang videos have appeared on the toolbar of influencer marketing. According to the results of the study, online eating shows are highly effective in reaching a young target audience, however, the genre also raises a number of social, cultural, legal and ethical issues that communications and marketing professionals should seriously consider when planning such campaigns.