Alimentación, estilo de vida y activismo de mercado: una etnografía virtual en Instagram sobre el "Realfooding"

Orea Giner, Alicia

Alimentación, estilo de vida y activismo de mercado: una etnografía virtual en Instagram sobre el "Realfooding"

Abstract

Food practices are a fundamental part of culture, being linked to religious aspects, rituals and even forms of social organisation. These aspects must be analysed from an interdisciplinary perspective, so that the collaboration between different methods of study and research offer us a more complete perspective of the phenomenon. In this sense, Social and Cultural Anthropology goes beyond studying the nutritional aspects of food. A current characteristic of our food system is the consumption of ultra-processed foods promoted through global marketing and advertising strategies, which have modified consumer behaviour, affecting the production of food at home or in groups. Therefore, through this research, an analysis is carried out of the "Realfooding" movement, which arises in social networks through the promotion of a diet that rejects ultra-processed food. This final degree project proposes to carry out a virtual ethnography in order to analyse the different aspects that define "Realfooding" based on different research focused on the field of food approached from methods of Social and Cultural Anthropology, as well as virtual ethnographies focused on food and "virtual communities". The objectives of this research are, firstly, to carry out a virtual ethnography and to be able to draw conclusions about its methodological validity by applying it to Instagram. Secondly, it is proposed to carry out an ethnographic description following this methodology on "Realfooding" on the Instagram social network in order to understand this movement that seeks to promote changes in food consumption and processing habits, and to analyse whether it is an activism that can create a gap with respect to globalised forms of consumption and the culinary system. Secondly, the "Realfooding" phenomenon on Instragram is analysed according to the self-perception of the participants, so that it is possible to identify whether these food practices propose a differentiated lifestyle associated with a collective identity and to what extent it is related to other movements or lifestyles.

Citation

Orea Giner, A. (2021). Alimentación, estilo de vida y activismo de mercado: una etnografía virtual en Instagram sobre el "Realfooding". Universitat Oberta de Catalunya (UOC). https://hdl.handle.net/10609/134033

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