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Why	
  do	
  we	
  share	
  
food	
  images	
  via	
  
social	
  networks?	
  
#FoodPsych	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  |	
  Chef	
  Shaun	
  Hill	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  
Which	
  social	
  network	
  do	
  you	
  use	
  most	
  o8en	
  to	
  
share	
  your	
  food	
  photos?	
  
#FoodPsych	
  
Top	
  3	
  for	
  Females	
  
26.15%	
  Facebook	
  	
  
23.08%	
  Instagram	
  	
  
12.82%	
  TwiMer	
  	
  
	
  
Top	
  3	
  for	
  Males	
  
15.9%	
  TwiMer	
  	
  
9.7%	
  Facebook	
  
6.15%	
  Instagram	
  	
  
Instagram	
  was	
  the	
  
top	
  network	
  for	
  
posQng	
  food	
  
photos	
  for	
  18-­‐20	
  
year	
  olds	
  
	
  
Facebook	
  was	
  the	
  
top	
  network	
  for	
  
posQng	
  food	
  
photos	
  for	
  30	
  –	
  39	
  
year	
  olds	
  
	
  
TwiGer	
  was	
  the	
  
top	
  network	
  for	
  
posQng	
  food	
  
photos	
  for	
  40	
  –	
  49	
  
year	
  olds	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  
Which	
  social	
  network	
  do	
  you	
  most	
  o8en	
  like,	
  share	
  
or	
  comment	
  on	
  other	
  people’s	
  food	
  photos?	
  
#FoodPsych	
  
Instagram	
  was	
  
the	
  top	
  network	
  
for	
  liking	
  or	
  
commenQng	
  on	
  
other	
  peoples	
  
photos	
  amongst	
  
women	
  
	
  	
  
Instagram	
  was	
  the	
  
top	
  network	
  for	
  
liking/commenQng	
  
on	
  photos	
  for	
  
21-­‐29	
  year	
  olds	
  
	
  
Those	
  over	
  40	
  
preferred	
  to	
  post	
  
comment	
  on	
  food	
  
images	
  via	
  TwiGer	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  |Chef	
  Robert	
  Thompson	
  
Is	
  it	
  socially	
  acceptable	
  to	
  share	
  food	
  photos?	
  
#FoodPsych	
  
“Sharing	
  food	
  has	
  always	
  been	
  a	
  
social	
  ritual,	
  and	
  sharing	
  photos	
  of	
  
that	
  food	
  can	
  serve	
  as	
  an	
  extension	
  
of	
  this,	
  especially	
  when	
  loved	
  ones	
  
are	
  absent.	
  	
  
	
  
However	
  not	
  all	
  moQvaQons	
  are	
  
socially	
  posiQve,	
  and	
  our	
  sample	
  
was	
  self-­‐selecQng	
  which	
  means	
  they	
  
may	
  not	
  reflect	
  the	
  views	
  of	
  all	
  
social	
  groups.”	
  
	
  
Nathalie	
  Nahai	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  |Chef	
  Andy	
  Waters	
  
When	
  are	
  you	
  most	
  likely	
  to	
  post	
  a	
  
picture	
  of	
  food?	
  #FoodPsych	
  
@TheWebPsych	
  @DigitalBlonde	
  #FoodPsych	
   Image	
  @GBChefs	
  |Chef	
  Josh	
  Eggleton	
  
“We	
  were	
  delighted	
  that	
  such	
  a	
  high	
  
percentage	
  of	
  people	
  thought	
  it	
  was	
  
socially	
  acceptable	
  to	
  share	
  food	
  
photos.	
  EaQng	
  good	
  food	
  is	
  a	
  social	
  
experience	
  and	
  just	
  as	
  people	
  talk	
  
about	
  a	
  parQcularly	
  good	
  meal	
  
they've	
  eaten,	
  it's	
  now	
  easy	
  to	
  share	
  
with	
  a	
  click	
  of	
  a	
  buMon	
  through	
  
Instagram,	
  TwiMer	
  or	
  Facebook.	
  	
  
We'll	
  be	
  keen	
  to	
  see	
  whether	
  micro	
  
video	
  sharing	
  of	
  food	
  on	
  tools	
  such	
  
as	
  Vine	
  comes	
  into	
  play	
  in	
  the	
  
future”	
  
	
  
Great	
  BriOsh	
  Chefs	
  
	
  
“I	
  was	
  surprised	
  by	
  the	
  high	
  percentage	
  
of	
  people	
  who	
  post	
  photos	
  as	
  soon	
  as	
  the	
  
food	
  arrives	
  at	
  the	
  table	
  –	
  it	
  paints	
  a	
  
picture	
  of	
  dining	
  out	
  evolving	
  from	
  a	
  
shared	
  experience	
  with	
  your	
  dining	
  
companions	
  to	
  a	
  socially	
  shared	
  
experience	
  with	
  an	
  infinite	
  community.	
  It	
  
would	
  be	
  interesQng	
  to	
  know	
  whether	
  
this	
  behaviour	
  was	
  influenced	
  by	
  the	
  type	
  
of	
  place	
  they	
  were	
  dining	
  in	
  –	
  is	
  it	
  more	
  
acceptable	
  to	
  share	
  photos	
  in	
  Dirty	
  
Burger	
  than	
  when	
  at	
  Le	
  Manoir	
  Aux	
  Quat’	
  
Saisons,	
  for	
  example.	
  
	
  
Eleanor,	
  Square	
  Meal	
  	
  
@TheWebPsych	
  @DigitalBlonde	
  #FoodPsych	
   Image	
  @GBChefs	
  |Chef	
  Shaun	
  Rankin	
  
"We	
  help	
  people	
  create	
  food	
  that	
  creates	
  
a	
  'wow	
  factor'	
  when	
  it	
  first	
  appears	
  on	
  the	
  
table,	
  so	
  it	
  was	
  encouraging	
  to	
  see	
  that	
  
people	
  are	
  more	
  likely	
  to	
  share	
  food	
  just	
  
as	
  it	
  is	
  presented	
  before	
  them.”	
  
Great	
  BriQsh	
  Chefs	
  
	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  |Chef	
  Robert	
  Thompson	
  
Which	
  device	
  do	
  you	
  use	
  to	
  upload	
  your	
  food	
  
images	
  to	
  social	
  networks?	
  
#FoodPsych	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  |Chef	
  Josh	
  Eggleton	
  
Would	
  you	
  describe	
  yourself	
  as	
  a	
  foodie?	
  
#FoodPsych	
  
81.28%	
  said	
  
yes	
  I’m	
  a	
  
foodie	
  
	
  
No	
  =	
  18.72%	
  	
  	
  	
  
“It	
  appears,	
  preMy	
  much	
  anyone	
  can	
  
be	
  a	
  foodie	
  these	
  days.	
  I	
  think	
  the	
  
extent	
  to	
  which	
  you	
  describe	
  
yourself	
  a	
  foodie	
  is	
  relaQve	
  to	
  your	
  
own	
  knowledge.	
  If	
  I	
  compare	
  myself	
  
to	
  the	
  people	
  I	
  work	
  with,	
  I	
  am	
  most	
  
definitely	
  not	
  a	
  foodie.	
  Compared	
  to	
  
the	
  average	
  person,	
  yes	
  I’m	
  a	
  
foodie”	
  
	
  
Karen	
  Fewell	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  |Chef	
  Josh	
  Eggleton	
  
Why	
  do	
  you	
  take	
  pictures	
  of	
  food?	
  
#FoodPsych	
  
0" 10" 20" 30" 40" 50" 60" 70" 80" 90" 100"
To"record"an"event"or"social"occasion"
When"it’s"a"special"treat"
Beause"it"is"beau@ful"and"looks"like"art"
When"it"is"my"friends"food"
To"en@ce"other"people"to"eat"the"food"
Because"I"am"proud"that"I"made"it"myself"
To"congratulate"the"person"who"made"it"
Because"it"is"unusual"or"different"
To"show"that"I"am"ea@ng"healthy"food"
Because"it"says"a"lot"about"me"
Other"
“I’m	
  not	
  surprised	
  the	
  number	
  one	
  
reason	
  people	
  share	
  food	
  images	
  is	
  
because	
  they	
  are	
  proud	
  of	
  what	
  they	
  
have	
  made.	
  Sorted's	
  own	
  community	
  
started	
  an	
  unofficial	
  FaceBook	
  
compeQQon	
  to	
  be	
  the	
  first	
  to	
  rush	
  out	
  
and	
  buy	
  the	
  ingredients,	
  make	
  the	
  dish	
  
and	
  post	
  a	
  photo	
  online."	
  
Jamie,	
  Sorted	
  Food	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  |Chef	
  Tom	
  Aikens	
  
Why	
  do	
  you	
  take	
  pictures	
  of	
  
food?	
  
	
  
Top	
  Reasons	
  for	
  Females	
  
1.	
  Proud	
  I	
  made	
  it	
  myself	
  
2.	
  Because	
  it	
  looks	
  beauQful	
  
3.	
  To	
  record	
  an	
  event	
  or	
  special	
  occasion	
  
4.	
  Because	
  it	
  was	
  a	
  special	
  treat	
  
5.	
  To	
  congratulate	
  the	
  person	
  who	
  made	
  it	
  	
  
	
  
Top	
  Reasons	
  for	
  Males	
  
1.	
  Proud	
  I	
  made	
  it	
  myself	
  
1.	
  To	
  record	
  an	
  event	
  or	
  special	
  occasion	
  
2.	
  Because	
  it	
  looks	
  beauQful	
  
3.	
  Because	
  it	
  is	
  unusual	
  or	
  different	
  
4.	
  It	
  says	
  a	
  lot	
  about	
  me	
  
4.	
  Because	
  it	
  was	
  a	
  special	
  treat	
  
	
  
(same	
  number	
  of	
  responses	
  for	
  posiQons	
  1	
  &	
  4)	
  
	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  |Chef	
  William	
  Drabble	
  
"It's	
  great	
  to	
  see	
  people	
  recording	
  
the	
  results	
  of	
  wonderful	
  food	
  
they've	
  cooked	
  themselves.	
  There's	
  
a	
  joy	
  in	
  cooking	
  and	
  eaQng	
  excellent	
  
food	
  but	
  also	
  a	
  joy	
  in	
  sharing	
  food	
  
through	
  photography	
  for	
  the	
  
benefit	
  of	
  people	
  who	
  weren't	
  
there.	
  We	
  love	
  to	
  see	
  this	
  pride	
  in	
  
producing	
  good	
  food.”	
  
	
  
Great	
  BriOsh	
  Chefs	
  
	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  |Chef	
  Josh	
  Eggleton	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  |Chef	
  Sumayya	
  
"The	
  fact	
  people	
  are	
  posQng	
  
images	
  because	
  the	
  food	
  looks	
  
beauQful	
  is	
  also	
  interesQng	
  -­‐	
  if	
  
you're	
  out	
  at	
  a	
  restaurant,	
  the	
  
presentaQon	
  is	
  likely	
  to	
  be	
  
beMer	
  than	
  at	
  home,	
  which	
  
makes	
  sense.	
  AddiQonally,	
  if	
  
our	
  audience	
  have	
  gone	
  to	
  the	
  
effort	
  of	
  making	
  a	
  dish	
  from	
  
scratch,	
  they're	
  more	
  likely	
  to	
  
take	
  care	
  over	
  the	
  
presentaQon	
  to	
  make	
  sure	
  the	
  
food	
  is	
  appreciated	
  properly.”	
  
Jamie,	
  Sorted	
  Food	
  
@TheWebPsych	
  @DigitalBlonde	
  
Respondents	
  were	
  shown	
  these	
  food	
  images	
  
#FoodPsych	
  
Most	
  Likely	
  to	
  be	
  posted	
  by	
  males	
  
-­‐  Art	
  dish	
  
-­‐  Steak	
  
-­‐  Christmas	
  Dinner	
  
	
  
Most	
  Likely	
  to	
  be	
  posted	
  by	
  females	
  
-­‐  Art	
  dish	
  
-­‐  Christmas	
  Dinner	
  
-­‐  Steak	
  
	
  
Art	
  dish	
  
	
  
Christmas	
  Dinner	
  
	
  
Steak	
  
	
  
@TheWebPsych	
  @DigitalBlonde	
  
Photos	
  people	
  were	
  most	
  likely	
  to	
  post	
  to	
  
social	
  networks	
  #FoodPsych	
  
Art	
  dish	
  	
  
70.26%	
  
	
  
Christmas	
  Dinner	
  
51.28%	
  
	
  
Steak	
  
49.23%	
  
	
  
Most	
  Likely	
  to	
  like/comment	
  or	
  share	
  
someone	
  elses	
  photo	
  if	
  it	
  is	
  	
  
-­‐  Art	
  dish	
  
-­‐  Branded	
  food	
  
-­‐  Steak	
  
	
  
Curry	
  
39.49%	
  
	
  
Fish	
  
38.97%	
  
	
  
Pizza	
  
32.82%	
  
	
  
Branded	
  Food	
  	
  
Product	
  30.77%	
  
	
  
Junk	
  Food	
  
22.56%	
  
	
  
Salad	
  
20.51%	
  
	
  
Sandwich	
  
9.74%%	
  
	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  |Chef	
  Robert	
  Thompson	
  
“We	
  tend	
  to	
  find	
  sweet	
  dishes	
  more	
  
popular	
  on	
  YouTube	
  than	
  savoury	
  in	
  
terms	
  of	
  views	
  and	
  engagement	
  -­‐	
  we	
  
think	
  this	
  is	
  because	
  sweet	
  dishes	
  are	
  
seen	
  as	
  more	
  of	
  a	
  treat	
  and	
  an	
  occasion	
  
than	
  a	
  savoury	
  dish	
  you're	
  likely	
  to	
  have	
  
every	
  day"	
  
Jamie,	
  Sorted	
  Food	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  |Chef	
  Josh	
  Eggleton	
  
Respondents	
  were	
  shown	
  these	
  food	
  images	
  
#FoodPsych	
  
Most	
  Likely	
  to	
  be	
  posted	
  by	
  males	
  
-­‐  Cake	
  
-­‐  Chocolate	
  pudding	
  (2nd	
  place)	
  
-­‐  Cheese	
  (2nd	
  place)	
  
	
  
Most	
  Likely	
  to	
  be	
  posted	
  by	
  females	
  
-­‐  Cake	
  
-­‐  Chocolate	
  pudding	
  
-­‐  Fruit	
  dessert	
  
	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  |Chef	
  Josh	
  Eggleton	
  
Photos	
  people	
  were	
  most	
  likely	
  to	
  post	
  to	
  
social	
  networks	
  #FoodPsych	
  
Chocolate	
  pudding	
  
58.97%	
  
	
  
Cake	
  
61.54%	
  
	
  
Fruit	
  dessert	
  
51.28%	
  
	
  
SelecQon	
  
50.77%	
  
	
  
Cheesecake	
  
50.26%	
  
	
  
Cheese	
  
40%	
  
	
  
Branded	
  food	
  product	
  
20%	
  
	
  
Fruit	
  crumble	
  
26.15%	
  
	
  
Most	
  Likely	
  to	
  like/comment	
  or	
  share	
  
someone	
  elses	
  photo	
  if	
  it	
  is	
  	
  
-­‐  Cake	
  
-­‐  Chocolate	
  pudding	
  
-­‐  Meringues/SelecQon	
  
	
  
Meringues	
  
48.21%	
  
	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  |Chef	
  Shaun	
  Rankin	
  
"Desserts	
  and	
  cakes	
  appear	
  to	
  have	
  the	
  greatest	
  capacity	
  for	
  sharing	
  
by	
  photography.	
  This	
  echoes	
  recipes	
  and	
  photos	
  that	
  are	
  shared	
  
most	
  open	
  via	
  Great	
  BriQsh	
  Chefs.	
  The	
  challenge	
  is	
  now	
  to	
  make	
  
savoury	
  dishes	
  and	
  main	
  courses	
  have	
  similar	
  shareability	
  amongst	
  
the	
  public.	
  Let's	
  celebrate	
  the	
  art	
  of	
  a	
  great	
  piece	
  of	
  fish	
  or	
  a	
  juicy	
  
piece	
  of	
  steak	
  too”	
  
	
  
Great	
  BriQsh	
  Chefs	
  
Image	
  @GBChefs	
  |Chef	
  Josh	
  Eggleton	
  @TheWebPsych	
  @DigitalBlonde	
  
“Food	
  is	
  an	
  intrinsic	
  human	
  pleasure,	
  so	
  when	
  you’re	
  
having	
  a	
  treat,	
  it’s	
  really	
  no	
  surprise	
  that	
  people	
  wish	
  to	
  
share	
  it.	
  That	
  said,	
  in	
  this	
  age	
  of	
  social	
  media,	
  there’s	
  a	
  
tendency	
  to	
  over-­‐share	
  and	
  over-­‐document	
  your	
  life.	
  
This	
  is	
  a	
  different	
  issue	
  enQrely,	
  but	
  which	
  food	
  
photography	
  directly	
  ‘feeds’	
  into.”	
  
Research	
  ParQcipant	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  |Chef	
  Robert	
  Thompson	
  
Showing	
  off	
  
#FoodPsych	
  
“Like	
  everywhere	
  else	
  online,	
  people	
  are	
  trying	
  to	
  show	
  everyone	
  else	
  how	
  great	
  a	
  
Qme	
  they're	
  having	
  and	
  showing	
  food	
  that	
  is	
  beMer	
  than	
  something	
  you	
  might	
  be	
  
eaQng	
  is	
  probably	
  the	
  same	
  thing.	
  Like	
  having	
  more	
  friends	
  on	
  Facebook.	
  	
  A	
  sense	
  
that	
  they're	
  there	
  and	
  you're	
  not.	
  	
  It's	
  compeQQve.”	
  
Research	
  ParQcipant	
  
	
  
“Because	
  we	
  live	
  in	
  a	
  world	
  of	
  ‘look	
  at	
  me.”	
  
Research	
  ParQcipant	
  
	
  
	
  
As	
  individuals	
  we	
  crave	
  social	
  validaQon:	
  to	
  feel	
  valued,	
  liked	
  and	
  	
  
respected	
  by	
  our	
  peers.	
  We	
  also	
  like	
  to	
  feel	
  important,	
  someQmes	
  at	
  
the	
  cost	
  of	
  others,	
  which	
  may	
  explain	
  why	
  many	
  respondents	
  said	
  
they	
  posted	
  photos	
  of	
  food	
  to	
  ‘make	
  other	
  people	
  jealous’	
  
Nathalie	
  Nahai	
  
“
”
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  |Chef	
  William	
  Drabble	
  
“I	
  am	
  surprised	
  though	
  
that	
  there	
  wasn’t	
  a	
  
definable	
  amount	
  of	
  
people	
  who	
  said	
  ‘to	
  show	
  	
  
off’	
  –	
  we	
  see	
  hundreds	
  of	
  
pictures	
  on	
  social	
  media	
  
and	
  blogs	
  of	
  ‘ok-­‐looking’	
  
food	
  e.g.	
  half-­‐eaten	
  
burgers,	
  shared	
  simply	
  to	
  
show	
  that	
  the	
  person	
  is	
  in	
  
the	
  latest	
  burger	
  joint	
  or	
  
has	
  a	
  table	
  at	
  a	
  new	
  
opening.	
  ”	
  
	
  
Eleanor,	
  Square	
  Meal	
  
	
  
	
  
I	
  think	
  there	
  may	
  be	
  a	
  disQncQon	
  
between	
  the	
  various	
  channels	
  of	
  social	
  
media	
  when	
  sharing	
  photos.	
  Perhaps	
  
the	
  more	
  immediate	
  forms	
  e.g.	
  TwiMer	
  
and	
  Instagram	
  are	
  used	
  a	
  lot	
  more	
  for	
  
showing	
  off.	
  When	
  sharing	
  food	
  
photos	
  on	
  blogs	
  though,	
  it	
  appears	
  
that	
  these	
  people	
  have	
  spent	
  a	
  bit	
  
more	
  Qme	
  ediQng	
  their	
  photos	
  to	
  
enhance	
  the	
  food	
  and	
  make	
  the	
  dishes	
  
look	
  beauQful.	
  In	
  the	
  context	
  of	
  a	
  well-­‐
wriMen	
  piece	
  of	
  prose	
  about	
  their	
  
dining	
  experience,	
  the	
  food	
  really	
  does	
  
appear	
  as	
  art.	
  
	
  
Eleanor,	
  Square	
  Meal	
  
“The	
  love	
  of	
  food	
  is	
  something	
  
that	
  brings	
  people	
  together	
  
regardless	
  of	
  culture	
  or	
  ethnicity,	
  
I	
  think	
  we	
  find	
  joy	
  in	
  sharing	
  
something	
  that	
  
has	
  made	
  us	
  happy.”	
  	
  
Research	
  ParQcipant	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  |Chef	
  Tom	
  Aikens	
  
Love	
  of	
  Food	
  
#FoodPsych	
  
“
”
At	
  its	
  most	
  basic,	
  food	
  is	
  what	
  we	
  depend	
  on	
  for	
  
survival.	
  Historically	
  the	
  way	
  in	
  which	
  a	
  civilisaQon	
  
prepared	
  and	
  shared	
  its	
  food	
  revealed	
  a	
  lot	
  about	
  its	
  
culture.	
  In	
  a	
  world	
  in	
  which	
  social	
  Qes	
  are	
  increasingly	
  
fragmented	
  and	
  scaMered,	
  sharing	
  images	
  of	
  our	
  food	
  	
  
allows	
  us	
  not	
  only	
  to	
  connect	
  with	
  our	
  loved	
  ones	
  and	
  
express	
  our	
  own	
  sense	
  of	
  idenQty,	
  it	
  also	
  brings	
  an	
  
opportunity	
  to	
  display	
  ourselves	
  in	
  a	
  posiQve	
  light.	
  
	
  
Nathalie	
  Nahai	
  
Image	
  @GBChefs	
  |Chef	
  Josh	
  Eggleton	
  
“I've	
  been	
  to	
  a	
  talk	
  
where	
  they	
  call	
  it	
  
food	
  porn	
  and	
  it's	
  
because	
  people	
  are	
  
driven	
  to	
  document	
  
their	
  lives	
  now	
  and	
  
these	
  provide	
  
bookmarks	
  or	
  
signposts	
  to	
  their	
  
memories”	
  
	
  
Research	
  ParQcipant	
  
@TheWebPsych	
  @DigitalBlonde	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  |Chef	
  Sumayya	
  
“People	
  want	
  to	
  show	
  off	
  but	
  they	
  want	
  to	
  share	
  
their	
  experiences	
  of	
  great	
  food	
  too.	
  This	
  is	
  where	
  
I	
  think	
  restaurants	
  and	
  bars	
  can	
  be	
  really	
  clever	
  
in	
  making	
  the	
  most	
  of	
  their	
  clients’	
  tendency	
  to	
  
use	
  social	
  media	
  wherever	
  they	
  are”	
  
Eleanor,	
  Square	
  Meal	
  
“Food	
  can	
  fit	
  into	
  so	
  many	
  categories	
  of	
  
interest...	
  brands,	
  art,	
  luxury/treats,	
  social	
  events	
  
and	
  that	
  is	
  why	
  it	
  gets	
  shared	
  in	
  all	
  these	
  
contexts”	
  
Research	
  ParQcipant	
  
@TheWebPsych	
  @DigitalBlonde	
   Image	
  @GBChefs	
  |Chef	
  Paul	
  Ainsworth	
  
Image	
  @GBChefs	
  |Chef	
  Andy	
  Waters	
  
Is	
  it	
  a	
  sign	
  of	
  an	
  eaOng	
  disorder?	
  
#FoodPsych	
  
Tyler	
  Kingkade	
  (05/07/2013).	
  ‘Instagramming	
  Your	
  Food	
  May	
  Signal	
  Bigger	
  Problem,	
  Researcher	
  Says’.	
  Huffington	
  Post.	
  
hMp://www.huffingtonpost.com/2013/05/07/instagramming-­‐food-­‐problem-­‐foodstagramming_n_3230129.html	
  
	
  
According	
  to	
  Dr.	
  Valerie	
  Taylor,	
  chief	
  of	
  psychiatry	
  at	
  
Women's	
  College	
  Hospital	
  at	
  the	
  University	
  of	
  Toronto,	
  
documenQng	
  one’s	
  meals	
  to	
  the	
  point	
  of	
  obsession	
  can	
  be	
  
a	
  signal	
  of	
  a	
  larger	
  dieQng	
  problem.	
  How	
  much	
  is	
  too	
  
much?	
  If	
  every	
  Qme	
  you	
  go	
  out	
  you’re	
  focusing	
  more	
  on	
  
the	
  food	
  (how	
  it	
  looks,	
  when	
  you	
  ate,	
  and	
  when	
  you’ll	
  eat	
  
again)	
  rather	
  than	
  the	
  social	
  interacQon,	
  it	
  could	
  be	
  a	
  sign	
  
of	
  a	
  potenQal	
  eaQng	
  disorder.	
  
	
  
Nathalie	
  Nahai	
  
	
  	
  
“ ”
Image	
  @GBChefs	
  |Chef	
  Mark	
  Dodson	
  
Can	
  some	
  good	
  come	
  of	
  food	
  sharing?	
  
	
  
“I	
  hope	
  so.	
  I	
  think	
  it	
  is	
  Qme	
  we	
  stopped	
  
moaning	
  about	
  the	
  fact	
  people	
  want	
  to	
  share	
  
their	
  food	
  experiences.	
  Lets	
  uQlise	
  the	
  data	
  
and	
  insight	
  it	
  gives	
  us	
  and	
  then	
  use	
  that	
  
knowledge	
  to	
  make	
  change.	
  The	
  Feedie	
  app	
  is	
  
a	
  start,	
  but	
  I	
  want	
  to	
  see	
  this	
  go	
  further.	
  I	
  
want	
  to	
  see	
  how	
  the	
  food	
  sharing	
  habit	
  can	
  
improve	
  the	
  mental	
  and	
  physical	
  health	
  of	
  our	
  
naQon	
  and	
  get	
  food	
  to	
  those	
  here	
  in	
  the	
  UK	
  
who	
  are	
  living	
  below	
  the	
  poverty	
  line.”	
  
	
  
Karen	
  Fewell,	
  Digital	
  Blonde	
  
@TheWebPsych	
  @DigitalBlonde	
  #FoodPsych	
  
Image	
  @GBChefs	
  |Chef	
  Robert	
  Thompson	
  
	
  
Karen	
  Fewell	
  
@DigitalBlonde	
  
	
  
Karen@DigitalBloindeMarkeQng.com	
  
digitalblondemoments.tumblr.com	
  
If	
  you	
  have	
  any	
  quesQons	
  about	
  #FoodPsych	
  please	
  get	
  in	
  touch	
  
	
  
Nathalie	
  Nahai	
  
@TheWebPsych	
  
	
  
hello@TheWebPsychologist.com	
  
thewebpsychologist.com	
  
Image	
  @GBChefs	
  |Chef	
  Alan	
  Murchison	
  
Massive	
  
Thanks	
  To	
  
@TheWebPsych	
  @DigitalBlonde	
  
“For	
  me,	
  this	
  insight	
  is	
  just	
  the	
  start.	
  Over	
  the	
  next	
  
year	
  I	
  will	
  be	
  researching	
  the	
  relaQonship	
  we	
  have	
  
with	
  food	
  and	
  social	
  media.	
  My	
  studies	
  will	
  look	
  at	
  the	
  
two	
  extremes	
  of	
  fine	
  dining	
  and	
  poverty	
  plus	
  
everything	
  that	
  falls	
  in	
  between.”	
  
	
  
Karen	
  Fewell,	
  Digital	
  Blonde	
  
Image	
  @GBChefs	
  |Chef	
  Josh	
  Eggleton	
  
Through	
  my	
  book	
  
#FoodPorn,	
  I	
  want	
  to	
  
explore	
  how	
  our	
  food	
  
sharing	
  habits	
  can	
  develop	
  
our	
  love	
  of	
  food,	
  improve	
  
the	
  mental	
  and	
  physical	
  
health	
  of	
  our	
  naQon	
  and	
  
get	
  food	
  to	
  those	
  here	
  in	
  
the	
  UK	
  who	
  are	
  living	
  
below	
  the	
  poverty	
  line.	
  
“
”@DigitalBlonde	
  
New	
  Book:	
  #FoodPorn	
  
Published	
  2014	
  
Author	
  Karen	
  @DigitalBlonde	
  with	
  comment	
  from	
  
Nathalie	
  @TheWebPsych	
  

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Why do people share food photographs via social media channels?

  • 1. Why  do  we  share   food  images  via   social  networks?   #FoodPsych   @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |  Chef  Shaun  Hill  
  • 2. @TheWebPsych  @DigitalBlonde   Image  @GBChefs   Which  social  network  do  you  use  most  o8en  to   share  your  food  photos?   #FoodPsych   Top  3  for  Females   26.15%  Facebook     23.08%  Instagram     12.82%  TwiMer       Top  3  for  Males   15.9%  TwiMer     9.7%  Facebook   6.15%  Instagram     Instagram  was  the   top  network  for   posQng  food   photos  for  18-­‐20   year  olds     Facebook  was  the   top  network  for   posQng  food   photos  for  30  –  39   year  olds     TwiGer  was  the   top  network  for   posQng  food   photos  for  40  –  49   year  olds  
  • 3. @TheWebPsych  @DigitalBlonde   Image  @GBChefs   Which  social  network  do  you  most  o8en  like,  share   or  comment  on  other  people’s  food  photos?   #FoodPsych   Instagram  was   the  top  network   for  liking  or   commenQng  on   other  peoples   photos  amongst   women       Instagram  was  the   top  network  for   liking/commenQng   on  photos  for   21-­‐29  year  olds     Those  over  40   preferred  to  post   comment  on  food   images  via  TwiGer  
  • 4. @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  Robert  Thompson   Is  it  socially  acceptable  to  share  food  photos?   #FoodPsych   “Sharing  food  has  always  been  a   social  ritual,  and  sharing  photos  of   that  food  can  serve  as  an  extension   of  this,  especially  when  loved  ones   are  absent.       However  not  all  moQvaQons  are   socially  posiQve,  and  our  sample   was  self-­‐selecQng  which  means  they   may  not  reflect  the  views  of  all   social  groups.”     Nathalie  Nahai  
  • 5. @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  Andy  Waters   When  are  you  most  likely  to  post  a   picture  of  food?  #FoodPsych  
  • 6. @TheWebPsych  @DigitalBlonde  #FoodPsych   Image  @GBChefs  |Chef  Josh  Eggleton   “We  were  delighted  that  such  a  high   percentage  of  people  thought  it  was   socially  acceptable  to  share  food   photos.  EaQng  good  food  is  a  social   experience  and  just  as  people  talk   about  a  parQcularly  good  meal   they've  eaten,  it's  now  easy  to  share   with  a  click  of  a  buMon  through   Instagram,  TwiMer  or  Facebook.     We'll  be  keen  to  see  whether  micro   video  sharing  of  food  on  tools  such   as  Vine  comes  into  play  in  the   future”     Great  BriOsh  Chefs     “I  was  surprised  by  the  high  percentage   of  people  who  post  photos  as  soon  as  the   food  arrives  at  the  table  –  it  paints  a   picture  of  dining  out  evolving  from  a   shared  experience  with  your  dining   companions  to  a  socially  shared   experience  with  an  infinite  community.  It   would  be  interesQng  to  know  whether   this  behaviour  was  influenced  by  the  type   of  place  they  were  dining  in  –  is  it  more   acceptable  to  share  photos  in  Dirty   Burger  than  when  at  Le  Manoir  Aux  Quat’   Saisons,  for  example.     Eleanor,  Square  Meal    
  • 7. @TheWebPsych  @DigitalBlonde  #FoodPsych   Image  @GBChefs  |Chef  Shaun  Rankin   "We  help  people  create  food  that  creates   a  'wow  factor'  when  it  first  appears  on  the   table,  so  it  was  encouraging  to  see  that   people  are  more  likely  to  share  food  just   as  it  is  presented  before  them.”   Great  BriQsh  Chefs    
  • 8. @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  Robert  Thompson   Which  device  do  you  use  to  upload  your  food   images  to  social  networks?   #FoodPsych  
  • 9. @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  Josh  Eggleton   Would  you  describe  yourself  as  a  foodie?   #FoodPsych   81.28%  said   yes  I’m  a   foodie     No  =  18.72%         “It  appears,  preMy  much  anyone  can   be  a  foodie  these  days.  I  think  the   extent  to  which  you  describe   yourself  a  foodie  is  relaQve  to  your   own  knowledge.  If  I  compare  myself   to  the  people  I  work  with,  I  am  most   definitely  not  a  foodie.  Compared  to   the  average  person,  yes  I’m  a   foodie”     Karen  Fewell  
  • 10. @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  Josh  Eggleton   Why  do  you  take  pictures  of  food?   #FoodPsych   0" 10" 20" 30" 40" 50" 60" 70" 80" 90" 100" To"record"an"event"or"social"occasion" When"it’s"a"special"treat" Beause"it"is"beau@ful"and"looks"like"art" When"it"is"my"friends"food" To"en@ce"other"people"to"eat"the"food" Because"I"am"proud"that"I"made"it"myself" To"congratulate"the"person"who"made"it" Because"it"is"unusual"or"different" To"show"that"I"am"ea@ng"healthy"food" Because"it"says"a"lot"about"me" Other"
  • 11. “I’m  not  surprised  the  number  one   reason  people  share  food  images  is   because  they  are  proud  of  what  they   have  made.  Sorted's  own  community   started  an  unofficial  FaceBook   compeQQon  to  be  the  first  to  rush  out   and  buy  the  ingredients,  make  the  dish   and  post  a  photo  online."   Jamie,  Sorted  Food   @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  Tom  Aikens  
  • 12. Why  do  you  take  pictures  of   food?     Top  Reasons  for  Females   1.  Proud  I  made  it  myself   2.  Because  it  looks  beauQful   3.  To  record  an  event  or  special  occasion   4.  Because  it  was  a  special  treat   5.  To  congratulate  the  person  who  made  it       Top  Reasons  for  Males   1.  Proud  I  made  it  myself   1.  To  record  an  event  or  special  occasion   2.  Because  it  looks  beauQful   3.  Because  it  is  unusual  or  different   4.  It  says  a  lot  about  me   4.  Because  it  was  a  special  treat     (same  number  of  responses  for  posiQons  1  &  4)     @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  William  Drabble  
  • 13. "It's  great  to  see  people  recording   the  results  of  wonderful  food   they've  cooked  themselves.  There's   a  joy  in  cooking  and  eaQng  excellent   food  but  also  a  joy  in  sharing  food   through  photography  for  the   benefit  of  people  who  weren't   there.  We  love  to  see  this  pride  in   producing  good  food.”     Great  BriOsh  Chefs     @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  Josh  Eggleton  
  • 14. @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  Sumayya   "The  fact  people  are  posQng   images  because  the  food  looks   beauQful  is  also  interesQng  -­‐  if   you're  out  at  a  restaurant,  the   presentaQon  is  likely  to  be   beMer  than  at  home,  which   makes  sense.  AddiQonally,  if   our  audience  have  gone  to  the   effort  of  making  a  dish  from   scratch,  they're  more  likely  to   take  care  over  the   presentaQon  to  make  sure  the   food  is  appreciated  properly.”   Jamie,  Sorted  Food  
  • 15. @TheWebPsych  @DigitalBlonde   Respondents  were  shown  these  food  images   #FoodPsych   Most  Likely  to  be  posted  by  males   -­‐  Art  dish   -­‐  Steak   -­‐  Christmas  Dinner     Most  Likely  to  be  posted  by  females   -­‐  Art  dish   -­‐  Christmas  Dinner   -­‐  Steak     Art  dish     Christmas  Dinner     Steak    
  • 16. @TheWebPsych  @DigitalBlonde   Photos  people  were  most  likely  to  post  to   social  networks  #FoodPsych   Art  dish     70.26%     Christmas  Dinner   51.28%     Steak   49.23%     Most  Likely  to  like/comment  or  share   someone  elses  photo  if  it  is     -­‐  Art  dish   -­‐  Branded  food   -­‐  Steak     Curry   39.49%     Fish   38.97%     Pizza   32.82%     Branded  Food     Product  30.77%     Junk  Food   22.56%     Salad   20.51%     Sandwich   9.74%%    
  • 17. @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  Robert  Thompson   “We  tend  to  find  sweet  dishes  more   popular  on  YouTube  than  savoury  in   terms  of  views  and  engagement  -­‐  we   think  this  is  because  sweet  dishes  are   seen  as  more  of  a  treat  and  an  occasion   than  a  savoury  dish  you're  likely  to  have   every  day"   Jamie,  Sorted  Food  
  • 18. @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  Josh  Eggleton   Respondents  were  shown  these  food  images   #FoodPsych   Most  Likely  to  be  posted  by  males   -­‐  Cake   -­‐  Chocolate  pudding  (2nd  place)   -­‐  Cheese  (2nd  place)     Most  Likely  to  be  posted  by  females   -­‐  Cake   -­‐  Chocolate  pudding   -­‐  Fruit  dessert    
  • 19. @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  Josh  Eggleton   Photos  people  were  most  likely  to  post  to   social  networks  #FoodPsych   Chocolate  pudding   58.97%     Cake   61.54%     Fruit  dessert   51.28%     SelecQon   50.77%     Cheesecake   50.26%     Cheese   40%     Branded  food  product   20%     Fruit  crumble   26.15%     Most  Likely  to  like/comment  or  share   someone  elses  photo  if  it  is     -­‐  Cake   -­‐  Chocolate  pudding   -­‐  Meringues/SelecQon     Meringues   48.21%    
  • 20. @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  Shaun  Rankin   "Desserts  and  cakes  appear  to  have  the  greatest  capacity  for  sharing   by  photography.  This  echoes  recipes  and  photos  that  are  shared   most  open  via  Great  BriQsh  Chefs.  The  challenge  is  now  to  make   savoury  dishes  and  main  courses  have  similar  shareability  amongst   the  public.  Let's  celebrate  the  art  of  a  great  piece  of  fish  or  a  juicy   piece  of  steak  too”     Great  BriQsh  Chefs  
  • 21. Image  @GBChefs  |Chef  Josh  Eggleton  @TheWebPsych  @DigitalBlonde   “Food  is  an  intrinsic  human  pleasure,  so  when  you’re   having  a  treat,  it’s  really  no  surprise  that  people  wish  to   share  it.  That  said,  in  this  age  of  social  media,  there’s  a   tendency  to  over-­‐share  and  over-­‐document  your  life.   This  is  a  different  issue  enQrely,  but  which  food   photography  directly  ‘feeds’  into.”   Research  ParQcipant  
  • 22. @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  Robert  Thompson   Showing  off   #FoodPsych   “Like  everywhere  else  online,  people  are  trying  to  show  everyone  else  how  great  a   Qme  they're  having  and  showing  food  that  is  beMer  than  something  you  might  be   eaQng  is  probably  the  same  thing.  Like  having  more  friends  on  Facebook.    A  sense   that  they're  there  and  you're  not.    It's  compeQQve.”   Research  ParQcipant     “Because  we  live  in  a  world  of  ‘look  at  me.”   Research  ParQcipant       As  individuals  we  crave  social  validaQon:  to  feel  valued,  liked  and     respected  by  our  peers.  We  also  like  to  feel  important,  someQmes  at   the  cost  of  others,  which  may  explain  why  many  respondents  said   they  posted  photos  of  food  to  ‘make  other  people  jealous’   Nathalie  Nahai   “ ”
  • 23. @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  William  Drabble   “I  am  surprised  though   that  there  wasn’t  a   definable  amount  of   people  who  said  ‘to  show     off’  –  we  see  hundreds  of   pictures  on  social  media   and  blogs  of  ‘ok-­‐looking’   food  e.g.  half-­‐eaten   burgers,  shared  simply  to   show  that  the  person  is  in   the  latest  burger  joint  or   has  a  table  at  a  new   opening.  ”     Eleanor,  Square  Meal       I  think  there  may  be  a  disQncQon   between  the  various  channels  of  social   media  when  sharing  photos.  Perhaps   the  more  immediate  forms  e.g.  TwiMer   and  Instagram  are  used  a  lot  more  for   showing  off.  When  sharing  food   photos  on  blogs  though,  it  appears   that  these  people  have  spent  a  bit   more  Qme  ediQng  their  photos  to   enhance  the  food  and  make  the  dishes   look  beauQful.  In  the  context  of  a  well-­‐ wriMen  piece  of  prose  about  their   dining  experience,  the  food  really  does   appear  as  art.     Eleanor,  Square  Meal  
  • 24. “The  love  of  food  is  something   that  brings  people  together   regardless  of  culture  or  ethnicity,   I  think  we  find  joy  in  sharing   something  that   has  made  us  happy.”     Research  ParQcipant   @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  Tom  Aikens  
  • 25. Love  of  Food   #FoodPsych   “ ” At  its  most  basic,  food  is  what  we  depend  on  for   survival.  Historically  the  way  in  which  a  civilisaQon   prepared  and  shared  its  food  revealed  a  lot  about  its   culture.  In  a  world  in  which  social  Qes  are  increasingly   fragmented  and  scaMered,  sharing  images  of  our  food     allows  us  not  only  to  connect  with  our  loved  ones  and   express  our  own  sense  of  idenQty,  it  also  brings  an   opportunity  to  display  ourselves  in  a  posiQve  light.     Nathalie  Nahai  
  • 26. Image  @GBChefs  |Chef  Josh  Eggleton   “I've  been  to  a  talk   where  they  call  it   food  porn  and  it's   because  people  are   driven  to  document   their  lives  now  and   these  provide   bookmarks  or   signposts  to  their   memories”     Research  ParQcipant   @TheWebPsych  @DigitalBlonde  
  • 27. @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  Sumayya   “People  want  to  show  off  but  they  want  to  share   their  experiences  of  great  food  too.  This  is  where   I  think  restaurants  and  bars  can  be  really  clever   in  making  the  most  of  their  clients’  tendency  to   use  social  media  wherever  they  are”   Eleanor,  Square  Meal  
  • 28. “Food  can  fit  into  so  many  categories  of   interest...  brands,  art,  luxury/treats,  social  events   and  that  is  why  it  gets  shared  in  all  these   contexts”   Research  ParQcipant   @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  Paul  Ainsworth  
  • 29. Image  @GBChefs  |Chef  Andy  Waters   Is  it  a  sign  of  an  eaOng  disorder?   #FoodPsych   Tyler  Kingkade  (05/07/2013).  ‘Instagramming  Your  Food  May  Signal  Bigger  Problem,  Researcher  Says’.  Huffington  Post.   hMp://www.huffingtonpost.com/2013/05/07/instagramming-­‐food-­‐problem-­‐foodstagramming_n_3230129.html     According  to  Dr.  Valerie  Taylor,  chief  of  psychiatry  at   Women's  College  Hospital  at  the  University  of  Toronto,   documenQng  one’s  meals  to  the  point  of  obsession  can  be   a  signal  of  a  larger  dieQng  problem.  How  much  is  too   much?  If  every  Qme  you  go  out  you’re  focusing  more  on   the  food  (how  it  looks,  when  you  ate,  and  when  you’ll  eat   again)  rather  than  the  social  interacQon,  it  could  be  a  sign   of  a  potenQal  eaQng  disorder.     Nathalie  Nahai       “ ”
  • 30. Image  @GBChefs  |Chef  Mark  Dodson   Can  some  good  come  of  food  sharing?     “I  hope  so.  I  think  it  is  Qme  we  stopped   moaning  about  the  fact  people  want  to  share   their  food  experiences.  Lets  uQlise  the  data   and  insight  it  gives  us  and  then  use  that   knowledge  to  make  change.  The  Feedie  app  is   a  start,  but  I  want  to  see  this  go  further.  I   want  to  see  how  the  food  sharing  habit  can   improve  the  mental  and  physical  health  of  our   naQon  and  get  food  to  those  here  in  the  UK   who  are  living  below  the  poverty  line.”     Karen  Fewell,  Digital  Blonde   @TheWebPsych  @DigitalBlonde  #FoodPsych  
  • 31. Image  @GBChefs  |Chef  Robert  Thompson     Karen  Fewell   @DigitalBlonde     Karen@DigitalBloindeMarkeQng.com   digitalblondemoments.tumblr.com   If  you  have  any  quesQons  about  #FoodPsych  please  get  in  touch     Nathalie  Nahai   @TheWebPsych     hello@TheWebPsychologist.com   thewebpsychologist.com  
  • 32. Image  @GBChefs  |Chef  Alan  Murchison   Massive   Thanks  To   @TheWebPsych  @DigitalBlonde  
  • 33. “For  me,  this  insight  is  just  the  start.  Over  the  next   year  I  will  be  researching  the  relaQonship  we  have   with  food  and  social  media.  My  studies  will  look  at  the   two  extremes  of  fine  dining  and  poverty  plus   everything  that  falls  in  between.”     Karen  Fewell,  Digital  Blonde   Image  @GBChefs  |Chef  Josh  Eggleton   Through  my  book   #FoodPorn,  I  want  to   explore  how  our  food   sharing  habits  can  develop   our  love  of  food,  improve   the  mental  and  physical   health  of  our  naQon  and   get  food  to  those  here  in   the  UK  who  are  living   below  the  poverty  line.   “ ”@DigitalBlonde  
  • 34. New  Book:  #FoodPorn   Published  2014   Author  Karen  @DigitalBlonde  with  comment  from   Nathalie  @TheWebPsych