Thesis:
In an era where ‘phone eats first,’ media has played a role in shifting food from a source of nourishment to a curated, shareable experience. One of the driving forces in consumer choices is the desire to indulge in not only a great meal but one you had seen and saved on TikTok.
What I Eat In A Day!
“Welcome to a day in my life!” “This is a realistic what I eat in a day!”, “Trader Joes just dropped some new items”, “If you’re looking for a strong sourdough starter, Eve is your girl.” Chances are you have heard at least one of these while scrolling through TikTok or Instagram.
As someone with a screen time report so high I’m not willing to share, I can attest to the irresistible allure of virality. The Emily Mariko salmon rice bowl, Round Swamp Farm’s chicken salad, Erewhon’s Hailey Bieber smoothie, or Swedish candy from BonBon and Lil Sweet Treat—these are things I might never have encountered or tried without social media’s gravitational pull. But missing out on the cultural conversation? That wasn’t on the table.
The shift in how we consume media isn’t just personal—it marks a broader transformation in how we engage with food. As writer Alicia Kennedy observes in her article “The Biggest Names in Food Are Just Regular People on TikTok,” social media platforms have disrupted traditional food media. Suddenly, “fancy chefs and the Food Network became the old guard of food media.” In lieu of The Pioneer Woman and the Barefoot Contessa, consumers have turned to Wishbone Kitchen (a private chef in the Hamptons turned TikTok star) and Nara Smith, a model-housewife-viral sensation. TikTok has become this generation’s cookbook, reshaping our relationship with food and the way we approach cooking.
Another distinguishing factor is that unlike traditional cookbooks and food networks, social media doesn’t demand the latest gadgets or premium ingredients. As Kennedy notes, “What people are responding to on social media is that they’re seeing recognizable ingredients, stores, and brands.” This relatability has democratized cooking—watching someone who feels like your peer effortlessly whip up a dish you once thought beyond your reach makes you realize: you can do it too.
Hey MTV, Welcome To My Test Kitchen
Long before TikTok recipes and Instagram-worthy tablescapes, kitchens were simply functional spaces hidden away from the public eye. But today, they’ve taken center stage not just in our homes, but also on our screens.
The advent of cooking shows brought the kitchen into the public eye, transforming it into a space of creativity and connection. Social media has taken this evolution further, making kitchens not just the heart of our homes, but a stage where anyone can showcase their culinary adventures to the world.
Publications like Bon Appétit have had to evolve to keep pace with this new era of media consumption. Gone are the days when fans subscribed solely to the print magazine; now, they tune in to YouTube, binge-watching the beloved Test Kitchen series. There’s something uniquely empowering about watching someone walk you through a recipe, giving you the confidence to recreate it in your own kitchen. After all, why read a recipe and guess what “fold in the cheese” means when you can see exactly how it’s done, step by step (and all in 2x speed)? This accessibility demystifies cooking, making it feel approachable rather than intimidating. After all, why read a recipe when you can watch it come to life on your screen?
This shift reflects a larger cultural trend of gravitating toward digital media and short-form videos over traditional reading. While this format offers immediacy and interactivity that print cannot, we must ask: is that always a positive change? With cameras rolling, the line between personal and performative has become increasingly blurred, transforming once-private spaces into stages for storytelling, creativity, and, yes, even subtle flexes. What was once a quiet, personal moment now often doubles as content to be curated, shared, and consumed.
Sorry, We’re All Full
The idea of chasing viral trends has led to a certain level of predictability in our dining choices. Suddenly, everyone is flocking to the same hot spots, ordering the same signature dishes that can often be more about the photo-op than the flavor. Gone are the days of walking into a restaurant on a whim and finding a seat at the bar or grabbing a table without a second thought.
Instead, they're meticulously planned trips that require waiting in long lines or securing a reservation months in advance (just try to get a reservation at IG’s latest NYC fave, The Corner Store to see for yourself). This has transformed the act of dining out into a curated event, one that is calculated and often devoid of the charm of serendipity.
The rise of reservation culture and viral food trends has placed value on anticipation and curation, leaving less room for the kind of carefree dining that once defined the social experience of eating out. There’s something magical about the spontaneity of dining—stopping by a corner café for a coffee because you happened to be nearby or deciding to try the new taco joint because the line is short and the smell is irresistible. That kind of impulsive decision-making has been overshadowed by a rigid adherence to planning and expectation, both online and offline.
In this new era, we’re prone to becoming tourists in our own cities, following the maps of viral trends and curated experiences rather than exploring freely and discovering hidden gems without any preconceptions or plans. While social media provides us with a wide array of recommendations, it’s fair to ask: Have we lost the joy of spontaneity in dining? Is the pressure to be part of the cultural moment pushing us away from enjoying food for the simple pleasure it provides and into a world where meals are just another checkbox on an Instagram itinerary?
Nothing’s Forever, Nothing Is As Good As It Seems
The way we approach food has changed dramatically, as dissected in the 2023 issue of The Best American Food Writing, edited by Mark Bittman. But is this evolution always a good thing? “Food is more than a necessity, it is a global obsession, something everyone thinks about every hour. In its abundance, it is a gift and a joy, and in its absence, a curse and a tragedy.” (The Best American Food Writing 2023, pg. xvi).
This dual nature of food elevates it beyond mere sustenance and turns it into a powerful force. The price of eggs can spark as much online debate as The Eras Tour, with supply chain issues becoming viral news stories. What were once everyday staples have transformed into symbols of luxury, revealing a deeper economic imbalance where food insecurity coexists alongside waste and overindulgence.
Beyond the rising cost of groceries, there’s been a significant surge in online ordering and delivery services. How often have you found yourself opening DoorDash to place an order from a restaurant just down the street? (I’ll admit, I’m guilty of the occasional midnight Taco Bell order.) This prompts the question: “is the American dream never having to go outside?” (The Best American Food Writing 2023, p. 69).
Thanks to technological advancements, it’s now possible to live almost entirely within the walls of our homes. But as we cocoon ourselves in convenience, are we losing the plot? Food has the power to create meaningful connections—whether it's bonding over a home-cooked meal, experimenting with a new recipe, or baking a birthday cake for a close friend. Are we willing to sacrifice these moments in exchange for never having to step outside?
In a world where snapping photos of our food before eating has become second nature, the intersection of food, media, and technology has transformed how we nourish both our bodies and our identities. Social media has democratized cooking and food, making them more accessible than ever, yet it has also complicated our relationship with them, transforming a universal necessity into a performative act. The challenge lies in finding balance—because, at the end of the day, is it really about your Erewhon smoothie, or the drive there with your friends?
Read this while eating fluffy yogurt you clocked me 🫡
The tswift meme made me guffaw