Consumerism, status quo, and virtual reality through food photos uploading on instagra

Abstract

The rapid development of information technology and the proliferation of restaurants and cafes in urban areas make eating activities no longer a primary need. This study examines the phenomenon of uploading food photos on Instagram. Nowadays, when eating out, people tend to take food photos before consuming it. This phenomenon is something that generally happens. The food photo is uploaded to social media, mostly on Instagram. The uploader of food photos on Instagram is known as Instagram Foodies. These symptoms continue to be made by consuming food and eating out not for the purpose of primary needs, but rather on symbolic things. This phenomenon will be examined using Jean Baudrillard’s theory about consumer society, who consumes signs to fulfil the desire for selfexistence. This study used a qualitative method by interviewing four foodies who were well known in following the latest trends of foods and places in Jakarta city and taking food photos before consuming it. The result of this study shows that foodies will continue to consume and keep up with the latest trends in food so that it can be uploaded to Instagram as content. This activity is done to maintain their status quo as the foodies on Instagram. The foodies believe that food consumption and uploading food photos on Instagram are done with a desire to show self-existence on Instagram as its virtual reality. The virtual reality of the foodies is the symbol as ‘the foodies’ on Instagram itself.