What started out as a fun piece of research into the use of the #tag '#foodporn' has resulted in a much bigger question about how we ‘experience food’. How is the sharing of food experiences in a ‘social’ context changing our beliefs around food, eating and health and the impacting on food purchasing and consumption. This Slideshare has been put together to accompany my submission for the #SXSW2015 Panel Picker. I hope to share research undertaken for my book #FoodPorn and open up the debate in a group discussion during the SXSW interactive event. Fingers crossed for sharing more in Texas! Vote for the session here: http://panelpicker.sxsw.com/vote/39284

1. How is ‘#FoodPorn’ changing
our emotional relationship with food?
#FoodPornBook : Karen Fewell : @DigitalBlonde
Copyright Digital Blonde Ltd

2. “Some of the best
moments in life
happen around a table
when we are eating
with people we love”
Joe Perez, Tastemade
Karen Fewell @DigitalBlonde

3. Karen Fewell @DigitalBlonde
Food:
“any nourishing
substance that is
eaten, drunk, or
otherwise taken into
the body to sustain
life, provide energy,
promote growth”

4. Karen Fewell @DigitalBlonde
Porn: “publications or broadcasts
that demonstrate an unhealthy or
voyeuristic interest in a particular
subject”

5. Karen Fewell @DigitalBlonde
#FoodPorn
The term appears to have been coined by the
feminist critic Rosalind Coward in her book ‘Female
Desires’
Food porn is
[1] a glamourized spectacular visual
presentation of cooking or eating in
advertisements, infomercials, cooking
shows or other visual media
[2] foods boasting a high fat and calorie
content
[3] exotic dishes that arouse a desire to eat
or the glorification of food as a substitute
for sex
Wikipedia

6. Karen Fewell @DigitalBlonde#SXSW @DigitalBlondeKaren Fewell @DigitalBlonde
The primal brain
seeks to satisfy the
natural cravings for
food and sex

7. Karen Fewell @DigitalBlonde#SXSW @DigitalBlondeKaren Fewell @DigitalBlonde
We
Made
Smoking
Sexy . . . . .

8. Karen Fewell @DigitalBlonde#SXSW @DigitalBlondeKaren Fewell @DigitalBlonde

9. Karen Fewell @DigitalBlonde
“an unhealthy
or voyeuristic
interest in a
particular
subject”
On Twitter, average 674
tweets an hour
mentioning
#FoodPorn
32.2 million Instagram
images tagged as
#FoodPorn

10. Karen Fewell @DigitalBlonde
“MakeLoveNotPorn is simply intended to help
inspire and stimulate open, healthy
conversations about sex and pornography, in
order to help inspire and stimulate more
open, healthy and thoroughly enjoyable
sexual relationships.”
Cindy Gallop
• MakeLoveNotPorn is a Cindy Gallop
production
• Disrupting the porn industry
• Challenging what we understand about sex
from porn
www.makelovenotporn.com

11. Karen Fewell @DigitalBlonde
• How do we turn #foodporn
into a genuine love of food
and food experiences? One
that isn’t detrimental to
health.
How do we ‘disrupt’ the
#FoodPorn culture?
• How do we use ‘social’ to
help create a society that has
a healthy relationship with
food?

12. Karen Fewell @DigitalBlonde #FoodPornPanel #Hotelympia
Jamie Oliver said the ‘real
food revolution’ will come
from the mobile phone.
“I also believe it will. What I find
fascinating is how much we can
learn about people’s behaviour
and relationship with food as a
result of what they happily share
on social networks. Maybe social
data will give us the insight to
bring about that real food
revolution”
@DigitalBlonde

13. Karen Fewell @DigitalBlonde
What can social data tell
us about our emotional
relationship with food?
Karen Fewell @DigitalBlonde
Full report available from
@DigitalBlonde during #SXSW2015

14. Copyright Digital Blonde Ltd
#FoodPorn Book
To be published in 2015
Karen@DigitalBlondeMarketing.com
Karen Fewell @DigitalBlonde