Research On Chinese Online Eating Broadcast In The Perspective Of Communication And Culture

"Eating broadcast" is short for "network eating broadcast" and originated from a "gourmet reality show" that emerged on the Korean Internet in 2014.Users watch the "network anchor" cooking and eating at home through online pay-live broadcast,which was afterwards introduced to China gradually.Born in the age of self-media,online "eating broadcast" program is also a product of the network UGC(user generated content)model.The anchor of the program independently makes decisions on staging and food preparing,story setting,style of performance,etc.,and adjusts the content of the program accordingly during the interaction with the audience.Through long-term personal exposure and loyalty to fans,some online "eating broadcast" anchors have been crowded as opinion leaders and "web celebrity" by netizens.The dissemination of the online "eating broadcast" program shows the characteristics of self-media dissemination such as decentralization,fragmentation and social sharing.As one of the media forms of contemporary visual culture,the online"eating broadcast" program brings the traditional eating ceremony onto the network to meet the curiosity and snooping desire.The anchor "eats"to get attention while the audience "watches" with enjoyment.As a type of emerging youth subculture,the online "eating broadcast" program has subverted the traditional food culture communication practice.In the course of the program,the anchor and the audience get together through an online "virtual meal" so as to exchange information related to food,build up identity in the form of resistance and get rid of those pessimistic emotions such as boredom and loneliness.The emergence of the online"eating broadcast" program is one of the metaphors of public space entering into the private domain in the Internet age.It is a carnival ritual of Chinese contemporary youth who love food and life trying to build self-identity and find the outlet of emotion.In a sense,it helps to present an online Chinese food exhibition,with the significance of the spread of Chines food culture.However,the interaction and identity in the "eating broadcast" field have been marked with different degrees of consumerism.Government departments and online platforms need to strengthen supervision over the"eating broadcast" of excessive entertainment and vulgarization.To reconstruct the collective memory behind the food and to gather cultural identity with food is the proper way for the development of Chinese online "eating broadcast".