BCM241 – Foundation for the video pitch presentation

In this blog, I will be giving out my project research pitch for the BCM214 Digital Artefact. There are two aspects in this blog post, first of all, I will be discussing my research idea, background academic resources. Also, I will be studying the ethical issues that carry up in this research. In my previous blog post, I have identified my media niche that is foodie account on Instagram. For this subject, I aimed to investigate the impacts of ‘Instagrammable’ food specifically on how ‘Instagrammable food’ changed peoples of their eating practises and food choices.

I have saw a lot of colourful & beautifully presented food and displaying it on some Instagram profiles, it had totally caught my attention and bookmarked the location of that restaurant. Besides, Restaurants have caught up on this trend and as a result, there is a new wave of ‘Insta-friendly’ restaurants launching around the globe. These restaurants have been perfectly crafted; from the decoration, furniture and tableware to the way food is shown, all with the only purpose of customers posting photos on Instagram.

Since, in recent global foodscape, the ‘Camera-eats-First’ phenomenon and behaviour have appeared and become popularized among teenagers and young adult. The ‘Instagrammable’ food could be directly associated with concepts such as ‘visual hunger’ or ‘digital satiation’, which would affect people food choices and eating practices. 

To investigate my research topic, I will use both primary and secondary research and update my research project blog from time to time. For the background of ‘Instagrammable’ food, I would like to use scholarly and non-academic resources as my secondary research. I will focus on the phenomenon and impacts, which can help me to interpret the research data and have a deeper insight into the results and overall concept of the research. From the background research, below are some focus questions and concepts that I currently plan to investigate and apply to my research data.

  • How ‘Instagrammable’ food is changing the way we eat?
  • How ‘Instagrammable’ food attracts people attention?
  • What is ‘Instagrammable’ food?
  • What are the impacts of creating ‘Instagrammable’ food?

For primary research, which will conduct online questionnaires for the social media audience research viewpoint. The questionnaires will be given through a platform such as Google survey and Instagram poll to gain numerous responses. The article (Winter and Lavis, 2019) indicates that “communication has two dimensions: speaking (expression) and listening (reception).” Social media platforms are commonly framed as spaces for expression, where people share their opinions. More, I will posting my own photos on my foodie account too. I will also conduct interviews with the audiences in my research if needed. As (Pink et al., 2015) mention that, the emergence of new digital platforms has made lived experience possible in new ways. Therefore, those research methods allow me to look into new modes of social and food practices.

When it comes to an ethical issue, I will consult The American Anthropological Association (AAA) ethical principles. Ladner Sam (2014) illustrated that, The American Anthropological Association (AAA) offers a starting point for the ethical principles that can apply. These principles are generally applicable to private-sector ethnography. The AAA has distilled its ethical principles down to three simple statements:

  1. Do no harm.
  2. Be open and honest.
  3. Gain informed consent.

Besides, I will protect the participants’ identity and keep confidential any personal information about persons participating in the research projects. Secondly, before starting the questionnaire or interview, I will obtain consent involves informing the subject about their rights, the purpose of the study and ask for informed consent. More, when participating in my research, I will make sure all the participants are anonymity and I will be careful when reviewing and collecting the comments of others on social media platforms. I will embed all images and academic articles resources in a Harvard referencing style to ensure the permission is maintained throughout my research.

This topic for the project will be significant for my research.


Pink, S., Horst, H., Postill, J., Hjorth, L., Lewis, T. and Tacchi, J., 2015. Digital Ethnography Principles And Practice. [ebook] SAGE Publications Ltd, pp.1-22. Available at: <https://moodle.uowplatform.edu.au/pluginfile.php/2500965/mod_resource/content/1/Digital%20Ethnography%20-%20Researching%20Experience.pdf&gt; [Accessed 9 September 2020].

Company, S., 2020. The Growing Trend Of Instagrammable Restaurants. [online] Adglow.com. Available at: <https://www.adglow.com/blog/the-growing-trend-of-instagrammable-restaurants&gt; [Accessed 9 September 2020].

Winter, R. and Lavis, A., 2019. Looking, But Not Listening? Theorizing the Practice and Ethics of Online Ethnography. Journal of Empirical Research on Human Research Ethics, [online] 15(1-2), pp.55-62. Available at: <https://journals.sagepub.com/doi/10.1177/1556264619857529&gt; [Accessed 9 September 2020].

Ladner Sam (2014) Ethical Ethnography. Practical Ethnography: A Guide to Doing Ethnography in the Private Sector, Left Coast Press: CA.

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