For the opportunity to visit a restaurant with a newfangled menu and post a couple of pictures with the hashtag #foodporn with a clear conscience, a third of active Instagram users say they will gladly give up sex. And they will accept the fact that the rest of the evening will have to be spent on the toilet, plus rinsing your mouth for a long time in an attempt to get rid of the unpleasant aftertaste.
Up to 35% of "millennials", the current active generation of people, consider themselves "neo-gourmets", connoisseurs and connoisseurs of good food. These are the results of a study by the organization Havas Worldwide, from which it follows that the young and active are subject to a new form of obsession. It is not bodily food that is important for them, but commitment, participation in the process of its consumption. An invaluable social experience, a kind of capital that gives an individual weight in that semi-virtual environment of communication that has swept the world with a big wave.
It has been proven that increased attention to the contents of the plate, careful choice of the dish, photographing the meal, describing the sensations and other arrangements really make food more attractive. And in rare cases, it tastes better if you agree with those who will evaluate your action. It is in this format that Instagram old-timers go to cafes not to kill a worm, but to perform a regular secret act of photographing a public meal. With the ensuing theological dispute about whether the "spirits of social networks" liked this particular sacrifice, or was it still worth choosing scrambled eggs and tomatoes?
You cannot order hummus, haggis or jellied meat, for all their taste and nutritional qualities, the appearance of these dishes is unlikely to bring you the desired dividends. Better to take a chance and eat a stewed cricket - this will definitely attract attention.
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True professionals prefer the "rainbow" - this color is guaranteed to give food the bright look necessary for posting on Instagram. Cynical bloggers in New York have come to love making fun of people in line who can't taste the colorful donut and baked goods from the shop across the street with their eyes closed.
But as soon as customers roll, the adventurous restaurateur will color everything from grilled cheese to cocoa in colorful colors. It is not expensive and quite safe, you should know how to dose the food coloring. Not high-quality spices and additives that change the taste of the dish - it's only about the appearance. In itself, this is not bad, but due to the disproportionate growth in the popularity of the dish, quantity does not have time to transform into quality. Invented beautiful food exists as long as there is a demand among home-grown photographers, these dishes are never brought to mind, do not get tested by experts, and everyone turns a blind eye to potential digestive troubles.
Most of the subscribers will limit themselves to comments and repost photos, and will never go to the same restaurant, for the most prosaic reasons. So you can make a 100,000 calorie sandwich, design a milkshake ten times the size of a glass into which it will be crammed, spend an alcoholic night photographing shots of “bloody mary”. Leaving behind the scenes the question of how to manage to eat it and why in the morning it is so sickening to look at the white light. A rare user can afford to invest a certain amount of money in preparing breakfast, and then just throw it in the trash after the photo session. So they are tormented, poor fellows, from the glory that has descended upon them.
The downside of the process was the emergence of a kind of protest movement, a typical representative of which are the initiatives of Ugly Fruit and Veg Instagram. Here they post pictures of unpresentable products and dishes made from them, along with accessible descriptions of why a crooked carrot is no less useful for the body than a beautifully grated and sauced carrot.
About 71% of Havas Worldwide respondents noted that after being addicted to the “food madness” on Instagram, they increased their awareness and became more aware of ingredients, vitamins and other aspects of healthy eating. This helps to ridicule the opponents' culinary opuses, avoid mistakes themselves, add variety to what should be photographed and posted on the Internet tomorrow. And while the trend exists, you need to use it.
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