Food as medium:connective maps and ecological logic of digital food tribes
Under the trend of diversification of media scenes and segmentation of content production,mukbang culture is gradually emerging and accompanied by a new form of online community,which is of great signifi-cance in the search for community research and circle culture from the perspective of new media.Using net-work ethnography and in-depth interviews,this study explores the form of online communities renewed by the food medium of mukbang in the new context.It is found that mukbang communities are characterized by highly loose and liquid mobility,and are renewed into"tribes"through the polyphony of shared sensory experience,common emotional space,and co-creation of meaning and value.Digital food tribes are formed by cultivating technological connections,stimulating physiological resonance,alleviating psychological loneliness,and con-structing symbolic identities.They have the following impacts:forming collective discourse space within the tribe;promoting economic exchanges and capital production within and outside the tribe;and departing from the socialization of communal eating in the traditional food culture outside the tribe,and constructing a new identity for local food.
NETL
NSTL
万方数据
