BCM241 – Week 3 Planning approach


When we search #Foodie or #Instagrammablefood on Instagram, we can see a bunch of stunning and gorgeous photos, people usually called as ‘Instagrammable’. All those picture-perfect dishes has become a lifestyle, therefore people nowadays do more care on how to take a beautiful and perfect picture of the food rather than it’s taste. You can see those colourful and fantastic pictures below, they are all color-coded, highlighting specific features or instagrammable restaurants.

Have you plan to try those restaurants by a beautiful and attractive food photo on Instagram? If so, you are in a ‘Eating with the eyes ‘- eating pattern. People’s perception is typically dominated by what their eyes see, and judge whether the food is delicious or not. Brain and visual system development intimately linked to the acquisition of food. According to the research, visual cues modify the way taste, odor and flavor are perceived. Color may be the most obvious visual cue, but expectations through learned associations are set by other visual cues as well, including gloss, evenness, and shape. These expectations exert cognitive top-down influences that can and sometimes do alter assessments of taste and flavour. (Delwiche, 2012)

When people making ‘instagrammable dishes’ on their Instagram feed, it usually can get more likes on Instagram. However, these kind of ‘instagrammable dishes’ has affected our lifestyle and eating habits. In this project I plan to focus on these aspects and targeting this research towards Instagram users to investigate how ‘Instagrammable food’ changed their eating practises and food choices.

There are a few different research methods for ethnographic study. Observations is a field research and it can be distinguished from interviews in two ways. First, observations take place in the setting; second, observational data. (Merriam, Sharan B. and Tisdell, Elizabeth J. (2016)) Observation could also based on surveys, in-depth interviews, focus
groups, and participant observation.(Marvasti, Amir B. (2014))

Research plan:

In this research report, I plan to use the non-participant observation and research method. It’s more objective and also easier to make records than people observation, data might be more accurate. Beside, I will use Document and case study to figure out the consequences of the Instagrammable food trend. There are lots of literature review on how social media influence our eating habit. Using questionnaires on the research, data can be collected from a large number of people and can be evaluated more objectively. Through questionnaires to study their change of eating behaviour.

Autoethnography is an emerging qualitative research method that
allows the researcher to write in a highly personalized style, drawing based on their own experience to extend understanding about a societal phenomenon. (Wall, Sarah (2006)) The definitive feature of analytic autoethnography is this value-added quality of not only truthfully rendering the social world under investigation but also transcending that world through broader generalization. (Anderson, Leon 2006)

Schedule of research:

You can download the text version with the link below


Merriam, Sharan B. and Tisdell, Elizabeth J. (2016) Being a Careful Observer, in Qualitative Research: A Guide to Design and Implementation, Jossey-Bass: San Fransisco.

Marvasti, Amir B. (2014) ‘Analysing Observations’, The SAGE Handbook of Qualitative Data Analysis. Uwe Flick editor. Sage: Los Angeles.

Wall, Sarah (2006) An Autoethnography on Learning about Autoethnography, International Journal of Qualitative Methods 5 (2).

Anderson, Leon 2006, Analytic Autoethnography, Journal of Contemporary Ethnography, Vol. 35, No. 4, pp. 373-393.

Delwiche, J., 2012. You eat with your eyes first. Physiology & Behavior, [online] 107(4), pp.502-504. Available at: <https://www.sciencedirect.com/science/article/abs/pii/S0031938412002703?via%3Dihub&gt; [Accessed 20 August 2020].

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