Eating Green on Screen: Analysis of vegetarian representation in Japanese content on Instagram
(2025) MKVA22 20251Media and Communication Studies
Department of Communication and Media
- Abstract
- Instagram as a platform of content created by its users presents a plethora of possibilities regarding cooking in all its forms. Vegetarian cooking in particular is a reoccurring aspect of this particular body of content on Instagram. Japan as a food culture has garnered a certain infamy among non-native vegetarian tourists for being unaccommodating for their food preferences. As such, how the country’s perceives vegetarian cooking may be found in the content on platforms such as Instagram made by native creators. This study analyzes ten videos representing vegetarian cooking as they relate to Stuart Hall’s theory of encoding and decoding, as well as how the videos reflect Michael Billig’s writings about banal nationalism. Findings... (More)
- Instagram as a platform of content created by its users presents a plethora of possibilities regarding cooking in all its forms. Vegetarian cooking in particular is a reoccurring aspect of this particular body of content on Instagram. Japan as a food culture has garnered a certain infamy among non-native vegetarian tourists for being unaccommodating for their food preferences. As such, how the country’s perceives vegetarian cooking may be found in the content on platforms such as Instagram made by native creators. This study analyzes ten videos representing vegetarian cooking as they relate to Stuart Hall’s theory of encoding and decoding, as well as how the videos reflect Michael Billig’s writings about banal nationalism. Findings indicate the content analyzed may be subject to hegemonic processes due partially to the platform’s affordances surrounding content creation. Further findings suggest the recipes represented are reflections on societal definitions as to what Japanese vegetarian cooking can be. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9191818
- author
- Wiklund, Simon LU
- supervisor
- organization
- course
- MKVA22 20251
- year
- 2025
- type
- L2 - 2nd term paper (old degree order)
- subject
- keywords
- Japan, social media, vegetarian, Hall, Billig
- language
- English
- id
- 9191818
- date added to LUP
- 2025-07-09 13:17:29
- date last changed
- 2025-07-09 13:17:29
@misc{9191818, abstract = {{Instagram as a platform of content created by its users presents a plethora of possibilities regarding cooking in all its forms. Vegetarian cooking in particular is a reoccurring aspect of this particular body of content on Instagram. Japan as a food culture has garnered a certain infamy among non-native vegetarian tourists for being unaccommodating for their food preferences. As such, how the country’s perceives vegetarian cooking may be found in the content on platforms such as Instagram made by native creators. This study analyzes ten videos representing vegetarian cooking as they relate to Stuart Hall’s theory of encoding and decoding, as well as how the videos reflect Michael Billig’s writings about banal nationalism. Findings indicate the content analyzed may be subject to hegemonic processes due partially to the platform’s affordances surrounding content creation. Further findings suggest the recipes represented are reflections on societal definitions as to what Japanese vegetarian cooking can be.}}, author = {{Wiklund, Simon}}, language = {{eng}}, note = {{Student Paper}}, title = {{Eating Green on Screen: Analysis of vegetarian representation in Japanese content on Instagram}}, year = {{2025}}, }