The Psychology Of Mukbang Watching

The advancement in our technologies and media has consistently proven to be greatly beneficial for the community at large in terms of expanding education, business, economic growth, health services etc. Internet use also serves the purpose of entertainment which not only helps in achieving comfort but also successfully reduces daily stress. Online entertainment has extended to online shopping, gambling, games and social networking. One of the uncommon but equally engaging activities on the internet is online eating before a mass audience. The concept of mukbang watching which is derived from South Korean culture is a trend taking place on the internet since 2010 and has gradually spread around all over the world.

This activity involves a vast number of viewers watching the host eat a large portion of food while interacting with them through a live stream. 

The culture of Korean-style mukbang emphasises more on the factor of companionship in sharing a meal. The neurological factor behind watching the content is the autonomous sensory motor response that aids in the relaxation of many. The popularity of online eating trends has also led to the hosts earning a hefty amount which continues the cycle of public binge eating practices. Moreover, personality traits of individuals such as reward sensitivity and cognitive anxiety are strongly positively related to compulsive eating, buying and playing. (Davenport, Houston & Griffiths, 2012).

There are various other psychological causes involved in mukbang watching:

1). Gratification of social needs– There are many individuals who lack an appropriate social life with limited face-to-face interactions and association with others. Engaging in watching online eating activities helps them socially connect with others who are similarly involved in watching it. Additionally, the live shows are both visually and auditorily stimulating which aids in achieving the gratification of physical, emotional and social needs. Through online connecting, they compensate for real-life unmet needs. However, the specific gratifications obtained using the activity can lead to maintenance of pathological use of that activity. (Ryan, Chester, Reece & Xenos, 2014).

2). Coping strategy– Many individuals are unable to adapt to healthy coping strategies in times of extreme stress or challenging situations. These people rely on online shopping, gaming, gambling or watching mukbang with the aim to alleviate their ongoing feelings of distress. This coping strategy could be considered maladaptive because they help the individual only temporarily where the deep-seated issues remain unresolved.

3). Loneliness and depression – Studies have shown that watching mukbang has helped people overcome loneliness. Watching the host speak directly to the viewers makes people who are feeling alienated, involved and connected. Those living in single-person households tend to avoid eating alone by attempting to seek comfort by eating along with the host. This provides them with a sense of relief from solitude.

4). Addictive habit – The place where viewers perceive the host as a source of positive energy helps them reduce their several emotional uncertainties. This reduction of mental stress reinforces the activity of mukbang watching and eventually leads the viewer to become addicted to the same. Mukbang watching for recreational causes might also turn into an addiction for some individuals. (Kircaburun, Harris, Calado, & Griffiths, 2020a).

5) Social maladjustment – Adolescents facing identity crises or troubles adjusting to their surrounding social groups may develop the need to search for companionship. This leads to prolonged internet use along with obsessing over any source of comfortable interaction and emotional pleasure. 

The trend of online eating promotes a diverse number of negative consequences wherein it can lead to disruptive eating behaviours in the observers with regard to the table as well as eating manners. The perception of viewers related to food habits also goes through major alterations leading to the consumption of unhealthy food. The glorification of binge eating also leads to obesity and other eating disorders. (Bruno & Chung, 2017). It has also been found that higher emotional dysregulation which plays a role as a risk factor is strongly associated with addictive mukbang watching. This is due to the inability to deal with challenging negative emotions which makes them search for videos that promote content that is both engaging as well as amusing. Another risk factor recognized is impulsivity which comprises a lack of perseverance, sensation seeking, positive and negative urgency and lack of premeditation. (Cyders, Littlefield, Coffey, & Karyadi, 2014). Individuals with issues of impulse control show a diminished sense of psychological control where their focus is primarily pointed at immediate relief from distress.  In such cases, they depend more on online sources that provide an escape from unpleasant reality towards virtual eating and satiation (Kircaburum et al., 2020). 

The self-medication hypothesis indicates the main causal factor for people to indulge in watching mukbang. The main aim of this hypothesis is to relieve psychiatric distress. Hence, the medium through which individuals seek pleasure and comfort has to be directed into those which provide long-term solutions. Overall, it can be said that in spite of the temporary positive effects of the addictive mukbang watching, more awareness regarding the negative consequences of the same has to be highlighted. In the process of raising awareness of the harmful effects, positive as well as relaxing alternatives for self-care activities should also be promoted.

– Urveez Kakalia & Debanjana Banerjee.