“Eatable Media Image”? Food in Culture Industry and the Consumer Culture

Abstract

Different from the critique of "McDonaldization" this paper focuses on: the food consumption itself appears not only for "functionality" but becoming the object of conspicuous consumption. To consider the scarcity of food and to probe into how the group-type cooperation manipulates the media image through displaying the food products, I use the Mennel (1997) idea of the ‘food culture industry' can mirror the tacit social meaning and the operation of ideology. Moreover, this research based on the concept of Culture Industry theory proved that food consumption evolves into an outcome of Culture Industry and the reflection of individual social context. By analyzing audiences' experience in food industry, the analysis highlighted those behaviors are grounded on-pursuing ‘shared consumption experience', segmental social marker, invisible influence of social context, ineffective media message, floating stylish food products and subjective judgments of behaviors on media image-six facets to decide the practice of ‘food culture industry'. Keywords: culture industry, food consumption, media image, social marker, consumer agency



Author Information
Yi Ling Chung, College of Humanities and Social Sciences, Taiwan
Yu Pei Chang, College of Humanities and Social Sciences, Taiwan

Paper Information
Conference: MediAsia2013
Stream: Media Studies

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