Investigating meal‐concurrent media use: Social and dispositional predictors, intercultural differences, and the novel media phenomenon of “mukbang” eating broadcasts

Meal-concurrent media use has been linked to several problematic outcomes, including higher caloric intake and an increased risk for obesity. Nevertheless, the sociocultural and dispositional predictors of using media while eating are not yet well-understood, including potential cross-cultural differences. Inspired by the recent emergence of a new food-related media phenomenon called “mukbang”—digital eating broadcasts that have become immensely popular throughout East and Southeast Asia—we inquire 296 participants from two cultures (Germany and South Korea) about their meal-concurrent media use. Our results suggest that South Koreans tend to use media more frequently during meals than Germans, especially for social purposes. Meanwhile, younger age only predicts meal-concurrent media use in the German sample. Apart from that, however, many other examined predictors (e.g., gender, living situation, body-esteem, the Big Five) remain statistically insignificant, indicating notable universality for the behavior in question. In the second part of our study, we then put special focus on the emerging mukbang trend and conduct a theory-driven exploration of its gratifications. Doing so, we find that participants' parasocial and social experiences during eating broadcasts significantly predict their enjoyment of the genre.