One in five Brits has shared a food image in the past month, according to a supermarket survey. No wonder the dishes we cook are getting brighter and more photogenic. But does #instafood always taste as good?
I often post pictures of my food online before I have savoured it. I take the photo, adjust the brightness, contrast and saturation, upload it to my social media accounts and rejoice in how amazing it is. Sometimes, when I go on to eat the food in front of me, I dont even like it. That pretty orange and pistachio thing I induced is bitter because the oranges have gone rancid. The photogenic Italian sfogliatella pastry, which I bought more or less wholly to take a photo of, is actually pretty tough. I am left chewing the pastry long after the likes have stopped percolating in. The interaction was sweet while it lasted, though.
We love to share our food. Not inevitably in the physical sense, because that would mean giving away something substantive and delicious. That gesture is still set aside for the people around us who we love and care about. But for the rest of the world the school sidekicks and the random followers and our prying household friends we share our food online. We are sharing more food in this way than ever before, and a huge amount of this hungry, food-centric media revolves around food photography and short videos on platforms such as Instagram, Snapchat and Facebook.
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