Food Aestheticsm: How Images of Food Communicate Economic and Social Value

Festa Kurnia Ramadhani, Sri Kusumo Habsari, Wakit Abdullah


This study was a qualitative study. It combined semiotic theory to analyze the data. This article focuses on how images of food in Instagram represent economic and social values. In addition, this study reveals how photography has message and connotative meaning. This study shows that the use of aesthetic components in food photography aims to promote food product embraced by foodies in Instagram. The image of food can be a communicative language which shows economic value where all the photo embed marketing strategies. The color of food, the property used when photograph the food, somehow, attract followers to consume the food (appetizing the viewers.). Moreover, the kind of food they choose and where to dine out can communicate the social status where they belong.


Foodies; Food Photography; Semiotic; Food Aesthetic; Food and Culture

Full Text:



Arsita, A. (2018). Simulakra Baudrillard dalam Multidimensi Posmodernisme: Kajian Fotografi Makanan dalam Media Sosial Instagram. REKAM: Jurnal Fotografi, Televisi, dan Animasi, 13(2), 85.

Custer, D. (2010). Food Styling: The Art of Preparing Food for the Camera. Canada: John Wiley & Sons, Inc.

Debord, G. (1994). Society Of The Spectacle. London: Rebell Press.

Denscombe, M. (2003). The good research guide. New York, NY, USA: McGraw-Hill.

Haryono, C. G. (2020). Kepalsuan Hidup Dalam Hiperrealitas Iklan. Profetik: Jurnal Komunikasi, 12(2), 232.

Ida, R. (2014). Metode Penelitian: Studi Media dan Kajian Budaya. Jakarta: Prenada Media Group.

Khan, R. H., & Aditi, F. N. (2020). Factors Affecting Eating out in Restaurants :, 20(3).

Kurniawati, A. D. (2020). Post Before Eat: Motif Generasi Milenial Ponorogo dalam Fenomena Kuliner Kekinian. Jurnal Sosiologi Reflektif, 14(2), 271.

Kusumasondjaja, S. (2019). Exploring the role of visual aesthetics and presentation modality in luxury fashion brand communication on Instagram. Journal of Fashion Marketing and Management: An International Journal, 24(1), 15–31.

Kusumasondjaja, S., & Tjiptono, F. (2019). Endorsement and visual complexity in food advertising on Instagram. Internet Research, 29(4), 659–687.

Lazuardi, M., & Triady, M. S. (2015). Ekonomi Kreatif: Rencana Pengembangan Kuliner Nasional 2015-2019. Jakarta: PT. Republik Solusi.

LeBesco, K., Naccarato, P., & Lupton, D. (2018). Cooking, Eating, Uploading: Digital Food Cultures. In The Bloomsbury Handbook of Food and Popular Culture.

Lisa. (2016). Color Psychology in Food Marketing. Diambil dari

Lofgren, J. (2013). Food Blogging and Food-Related Media Convergence. M/C Journal, 3(16). Diambil dari

Manovich, L. (2017). Instagram and Contemporary Image. Redes Sociais, 148. Diambil dari

Mbouw, E., & Qonita, K. (2019). Consumer Current Trends In Restaurant Industries: A Case Study Of Food Blogger. Emerging Markets : Business and Management Studies Journal, 6(1), 1–8.

McNely, B. J. (2012). Shaping organizational image-power through images: Case histories of Instagram. In 2012 IEEE International Professional Communication Conference (hal. 1–8). IEEE.

Mendini, M., Pizzetti, M., & Peter, P. C. (2019). Social food pleasure. Qualitative Market Research: An International Journal, 22(4), 544–556.

Middha, B. (2018). Everyday digital engagements: using food selfies on Facebook to explore eating practices. Communication Research and Practice, 4(3), 291–306.

Newman, I., & Benz, C. R. (1998). Qualitative - Quantitative Research Methodology: Exploring the Interactive Contanium. Carbondale: Southern Illinois University Press.

Nisak, K., & Hariyanto, D. (2017). Food Photography dan Eating Out di Media Sosial Instagram. KANAL: Jurnal Ilmu Komunikasi, 6(1), 31.

Paakki, M., Aaltojärvi, I., Sandell, M., & Hopia, A. (2019). The importance of the visual aesthetics of colours in food at a workday lunch. International Journal of Gastronomy and Food Science, 16, 100131.

Rahimi, S., & Bose, M. (2018). Social class and taste in the context of US cities. In Proceedings of the 2nd ACM SIGSPATIAL Workshop on Geospatial Humanities - GeoHumanities’18 (hal. 1–9). New York, New York, USA: ACM Press.

Raina, A., Rana, V. S., & Thakur, A. K. (2020). Major Attributes Affecting Guest Satisfaction in Eating Out Places in India, (50), 1757–1765.

Simeone, Lm., & Scarpato, D. (2020). Sustainable consumption: How does social media affect food choices? Journal of Cleaner Production, 277.

Sorensen, P. K. (2013). The Menaning of Consumption. University of Copenhagen.

Tinarbuko, S. (2009). Semiotika Komunikasi Visual. Yogyakarta: Jalasutra.

Vijitbunyanon, P. (2020). The Importance of Food Styling and Food Photography Towards Customers’ Perspective at Kitchen Corner Café. Dusit Thani College Journal, 13(2), 454–463.

Warde, A., Whillans, J., & Paddock, J. (2019). The allure of variety: Eating out in three English cities, 2015. Poetics, 72, 17–31.



  • There are currently no refbacks.

Copyright (c) 2021 International Journal of Multicultural and Multireligious Understanding

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

International Journal of Multicultural and Multireligious Understanding (IJMMU) ISSN 2364-5369
Copyright © 2014-2018 IJMMU. All rights reserved.