{"id":1021,"date":"2021-10-28T10:34:58","date_gmt":"2021-10-28T10:34:58","guid":{"rendered":"http:\/\/cclab.iimu.ac.in\/?p=1021"},"modified":"2022-12-01T10:37:44","modified_gmt":"2022-12-01T10:37:44","slug":"consuming-an-instagrammable-food-digital-foodgasm","status":"publish","type":"post","link":"https:\/\/cclab.iimu.ac.in\/consuming-an-instagrammable-food-digital-foodgasm\/","title":{"rendered":"Consuming an \u2018Instagrammable\u2019 Food: Digital Foodgasm"},"content":{"rendered":"\n

Back in 2018-2019, this was one of the most ‘#Instragrammable<\/a>‘ coffee\u2019s in London. <\/p>\n\n\n\n

Curious to explore this further, one afternoon, I decided to go search for this coffee! The cafe was accustomed to having #customers<\/a> who just wanted to #capture<\/a> it and keep up with the #trend<\/a>. I spent an afternoon hanging around at the cafe; #observing<\/a> the happenings and spoke with many people who had also come across images of the #coffee<\/a> on their #Instagram<\/a> feed. <\/p>\n\n\n\n

As their coffee was served, I observed people picking up their phones, holding it in different angles and taking #pictures<\/a>. They would immediately get busy on their phones for a few minutes (probably uploading it on Instagram) before putting it aside to finally #taste<\/a> it. <\/p>\n\n\n\n

The #experience<\/a> in its entirety can broadly be divided into two parts. <\/p>\n\n\n\n

The first being the episode of capturing and uploading this image in the #digital<\/a> world. The second being  its #consumption<\/a> in real time. <\/p>\n\n\n\n

Reflecting upon my own behaviour (auto #ethnographic<\/a> approach), I realized that the two experiences were somehow not equal.  <\/p>\n\n\n\n

The anticipation, hype and excitement were more about capturing the coffee than consuming it. The moment I uploaded the ‘story\/post’ on Instagram I felt like I had completed a mission; ticked an invisible check box. I felt connected to an invisible community who had all captured this coffee on Instagram as well.  Not that I didn’t want to try this coffee, I was certainly eager and had travelled quite far looking for it. However, I realized that there was a strange \u2018#pleasure<\/a>\u2019 in just capturing and uploading the #image<\/a> which was distinct from the \u2018pleasure\u2019 of consuming it.<\/p>\n\n\n\n

The question that we need to reflect upon here is where did one enjoy this coffee more? #Online<\/a> or #Offline<\/a>? <\/p>\n\n\n\n

Author: Rupali Kapoor<\/h3>\n","protected":false},"excerpt":{"rendered":"

Back in 2018-2019, this was one of the most ‘#Instragrammable‘ coffee\u2019s in London.  Curious to explore this further, one afternoon, I decided to go search for this coffee! The cafe was accustomed to having #customers who just wanted to #capture it and keep up with the #trend. I spent an afternoon hanging around at the … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":1479,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[134],"tags":[],"_links":{"self":[{"href":"https:\/\/cclab.iimu.ac.in\/wp-json\/wp\/v2\/posts\/1021"}],"collection":[{"href":"https:\/\/cclab.iimu.ac.in\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cclab.iimu.ac.in\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cclab.iimu.ac.in\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/cclab.iimu.ac.in\/wp-json\/wp\/v2\/comments?post=1021"}],"version-history":[{"count":4,"href":"https:\/\/cclab.iimu.ac.in\/wp-json\/wp\/v2\/posts\/1021\/revisions"}],"predecessor-version":[{"id":1061,"href":"https:\/\/cclab.iimu.ac.in\/wp-json\/wp\/v2\/posts\/1021\/revisions\/1061"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cclab.iimu.ac.in\/wp-json\/wp\/v2\/media\/1479"}],"wp:attachment":[{"href":"https:\/\/cclab.iimu.ac.in\/wp-json\/wp\/v2\/media?parent=1021"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cclab.iimu.ac.in\/wp-json\/wp\/v2\/categories?post=1021"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cclab.iimu.ac.in\/wp-json\/wp\/v2\/tags?post=1021"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}