Proceedings of the 9th International Conference on Indonesian Social and Political Enquiries (ICISPE 2024)

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Indonesian Mukbang and Body Image: A netnography study from YouTube

Authors
Ratri Ciptaningtyas1, *, Apriningsih Apriningsih2, Mavianti Mavianti3, Ita Rahmania Kusumawati Kusumawati4, Marni Br Karo5
1Universitas Islam Negeri Syarif Hidayatullah, Jakarta, Indonesia
2Universitas Pembangunan Nasional Veteran Jakarta, Jakarta, Indonesia
3Universitas Muhammadiyah Sumatera Utara, Medan, Indonesia
4Universitas Hasyim Asy’ari, Jombang, Indonesia
5Sekolah Tinggi Ilmu Kesehatan Medistra Indonesia, Bekasi, Indonesia
*Corresponding author. Email: ratri.ciptaningtyas@uinjkt.ac.id
Corresponding Author
Ratri Ciptaningtyas
Available Online 1 July 2025.
DOI
10.2991/978-2-38476-436-5_46How to use a DOI?
Keywords
Mukbang; Body Image; Glocalization; Netnography
Abstract

Mukbang has been a global trend in social media since the first terminology was introduced in 2004 from South Korea. Most of the Mukbang posted in YouTube due to the definition of Mukbang is watching online eating. A netnography study was conducted to explore perspectives from viewers that involved body image concerns. Two Indonesian Mukbang YouTubers had more than 1 million subscribers and viewers. Most of their popular posts are related to spicy food. It is found that popular Mukbang videos are among the most subscribed and viewed related to gender stigma. Male Mukbang YouTuber commented with positive nuance regarding his health. On the other hand, a female Mukbang YouTuber commented specifically on her body figure despite her massive amount of food. Both Mukbang YouTubers provide entertainment that accentuates their performance such as using ASMR (Autonomous Meridian Sensory Response). It is not clear whether Mukbang has influence on the viewer’s self-body image. However, watching Mukbang affects viewers’ sensory and appetite to the type of meal.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th International Conference on Indonesian Social and Political Enquiries (ICISPE 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
1 July 2025
ISBN
978-2-38476-436-5
ISSN
2352-5398
DOI
10.2991/978-2-38476-436-5_46How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ratri Ciptaningtyas
AU  - Apriningsih Apriningsih
AU  - Mavianti Mavianti
AU  - Ita Rahmania Kusumawati Kusumawati
AU  - Marni Br Karo
PY  - 2025
DA  - 2025/07/01
TI  - Indonesian Mukbang and Body Image: A netnography study from YouTube
BT  - Proceedings of the 9th International Conference on Indonesian Social and Political Enquiries (ICISPE 2024)
PB  - Atlantis Press
SP  - 519
EP  - 529
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-436-5_46
DO  - 10.2991/978-2-38476-436-5_46
ID  - Ciptaningtyas2025
ER  -