Når mad medieres

Ane Lützhøft & Fahad Saeed

Studenteropgave: Speciale


Within the past few years a global trend for food blogging has found its way to Denmark. The Danish food blogosphere is on a rise, providing an alternative to traditional food media. But why do a large number of people with no particular professional food skills blog about their dinners and where they had lunch? This question is the foundation of this thesis. Furthermore, we seek to examine how identity construction and food blogging are linked. To answer our questions, we start by examining the current media landscape. We find that the food blog is unique in its form, compared to offline media, as it reflects the most recent developments in the field of media. As we are facing a growing digitalization of the media landscape, we are seeing the framework being built by and for the people who use it. Today’s media landscape is highly influenced by the social media, and the food blog is part of the social media landscape. To answer the question of how identity construction and food blogging is linked, we look into how post modern theories of identity reflect what’s taking place in social media. Through an empirical study of a group of Danish food bloggers the thesis offers insight into their habits and motives for food blogging, as well as their likes and dislikes concerning food blogging. We argue that the representation of food plays a significant part in the lives of food bloggers. On the blog the blogger creates a virtual space where he or she can elaborate on food preferences. By sharing choices and preferences in food with the rest of the world, the blogger offers insight on who he or she is. Food blogging is also a social activity and family and friends play an important role in the food blogger’s identity construction, as they confirm the blogger’s identity by validating their actions. The identity construction that takes place on the food blogs happens partly through social relations with other food bloggers, as the food blog generates social networks which help to reinforce the blogger’s personal identity. Through these networks a set of common norms and consensus are formed and the membership of a certain group within the food blogosphere shows who the food blogger is or even more importantly, who the blogger isn’t. As a media genre on the rise, the Danish food blogosphere will be facing challenges with an increase of interests from private corporations and PR agencies. Readers rely on blogs to be subjective and honest when it comes to marketing. With commercial interest growing, the fear of hidden advertisement in the blogosphere can create gaps between the reader’s expectations and the food bloggers personal interests. We anticipate that food bloggers will face a dilemma, between sticking to the uncommercial nature of blogging, and keeping it clear of economic interests, or pursuing a financial ambition, and use the blog as a means of making a financial profit. This question fiddles with the premise of food blogging, as it would become increasingly difficult to differentiate food blogs from other traditional media, potentially making it disappear in to the huge media landscape.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato1 okt. 2011


  • foodblog
  • identity