The Complexities of Mukbang: Implications for Disordered Eating Behaviors and Sociocultural Influences

Abstract

Mukbang is becoming an increasingly popular type of content on social media platforms such as youtube. It bgeanin South Korea as a trend to display a creator eating food to diminish feelings of loneliness and enhance the sense of communal eating. Literature has identified the psychological benefits of watching mukbang, such as counteracting loneliness. However, there are growing concerns regarding the promotion of disordered behaviors in the media, as watching others eat in excessive amounts can trigger maladaptive behaviors. The present study aims to answer the question: how and to what extent do pre-existing eating factors of sociocultural demographics as well as previous eating behaviors impact one’s perception of mukbang content on youtube? An experiment of a voluntary sample of 40 people was conducted where the impacts of factors such as age, gender, race, and history of disordered eating were analyzed to determine the nuanced relationship between these predisposed factors and one’s perception of mukbang. A multivariate logistic regression was performed to determine the relationship between existing eating behaviors and the attitude towards mukbang. The results revealed that males, those under the age of 18, and Asians had a more positive perception of mukbang than their female, over 18, and non-Asian counterparts, respectively. Binge eating appeared to have a more nuanced impact on perceptions held by the participants, driving behaviors such as jealousy and vicarious eating while discouraging discomfort. Overall, an expansive extent of perspectives exist within an individual’s personalized experiences how they contribute to one’s attitude towards mukbang media.