RGU researcher captures fresh insight into foodstagramming

Vegas Dyce’s work focuses on the 21st Century phenomenon of foodstagramming, the act of photographing food and sharing this on social media. Sharing food-related photographs on Instagram has become an integral and habitual part of eating out for many users of the popular social media network. 

This project builds on Vegas’ Master’s research, where interviews revealed that, for some, taking aesthetically pleasing images before touching their meals was an “automatic reaction” for many Instagram users.

One of the interviewees explained that: “Pouring the chocolate sauce over your chocolate bomb… you would never not record that…  I can’t imagine anyone going out to a restaurant and ordering that and just watching it without actually recording it happening, which is strange, but it’s just the world that we live in”.

Vegas Dyce, who is working towards a PhD on the subject, said: “For those already engaged in this practice, photographing food has become second nature, and people are unconsciously foodstagramming as part of their daily lives”.

“Users enjoy sharing their dining experiences on Instagram, where they discover new food and restaurant options and are able to share this information with others. Foodstagramming is seen as a way to capture memories and create interesting content, with certain food experiences being considered more valuable and ‘Insta-worthy'".

The findings reveal that a balance of original content that is unique or exclusive to a brand is recognised as valuable for hospitality businesses and a way that they can stand out in today’s increasingly visual culture. There is also a recognised need for food-related businesses to engage with aesthetic trends and design, whilst recognising the transience of these.

It appears that foodstagramming can increase the enjoyment of a dining experience through the digital preservation of memories and the feelings of belonging and connection brought about by sharing these experiences online. However, there is also a recognition amongst foodstagrammers that the pressure felt to document a dining experience can detract from the enjoyment of the experience itself. 

Vegas has found that the hospitality sector has taken to this practice as it continues to combat the negative impacts of the Covid-19 pandemic and the cost-of-living crisis by offering aesthetically pleasing settings with clear marketing benefits for businesses who can cultivate an Insta-worthy status. These are some of the themes she is exploring further in her PhD.

To learn more about the motivations and impacts of foodstagramming, request the full paper detailing the findings of Vegas’ Master’s research via the link below.