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頁數：1﹣46
數位時代的臺灣美食影響者：角色、創作策略與文化影響
Taiwanese Food Influencers in the Digital Age: Roles, Creative Strategies, and Cultural Impact
研究論文
作者(中)
林怡潔
作者(英)
Yi-Chieh Lin
關鍵詞(中)
文化消費、社群媒體、數位飲食文化、影響者
關鍵詞(英)
cultural consumption, social media, digital food culture, influencer
中文摘要
本研究以臺灣美食類別社群影響者為對象，分析75位活躍於YouTube、Facebook與Instagram的影響者，探討其角色、內容創作策略及對飲食文化的影響。本文關注以下研究問題：數位平臺上的臺灣美食影響者的職業背景與媒體經驗如何影響其內容創作？其性別認同與性別氣質如何影響飲食內容的展示？這些影響者如何透過社群媒體形塑並再現臺灣的飲食文化？
研究結果顯示，臺灣數位美食影響者的背景多元，包括廚師、媒體工作者與自媒體創作者，超過半數具媒體經驗，反映社群媒體對文化中介角色的民主化潛力。女性影響者特別活躍，將飲食融入生活美學，挑戰傳統性別角色，並建構生活風格社群。然而，影響者較少觸及健康與環境永續等議題。
內容創作方面，影響者偏好臺灣料理、異國料理、小吃與甜點，展現地方性與全球化交織的特點。他們運用社群媒體的視覺化特性與平臺邏輯，提供資訊與娛樂內容。但部分影響者過度依賴視覺奇觀，可能對健康觀念產生負面影響。
本研究提供臺灣數位美食影響者的初步分析，探討其在地方飲食文化再現與全球文化融合中的角色。
研究結果顯示，臺灣數位美食影響者的背景多元，包括廚師、媒體工作者與自媒體創作者，超過半數具媒體經驗，反映社群媒體對文化中介角色的民主化潛力。女性影響者特別活躍，將飲食融入生活美學，挑戰傳統性別角色，並建構生活風格社群。然而，影響者較少觸及健康與環境永續等議題。
內容創作方面，影響者偏好臺灣料理、異國料理、小吃與甜點，展現地方性與全球化交織的特點。他們運用社群媒體的視覺化特性與平臺邏輯，提供資訊與娛樂內容。但部分影響者過度依賴視覺奇觀，可能對健康觀念產生負面影響。
本研究提供臺灣數位美食影響者的初步分析，探討其在地方飲食文化再現與全球文化融合中的角色。
英文摘要
This research explores how Taiwanese food influencers shape the digital foodscape through their engagement with social media platforms. By examining 75 Taiwanese food-themed social media influencers active on YouTube, Facebook, and Instagram, it explores their roles, content creation strategies, and impacts on the representation of Taiwanese food culture. The findings enrich the understanding of Taiwan’s evolving online food culture by analyzing how influencers’ gender performances, thematic preferences, and media practices contribute to the construction of culinary identity and discourse in the digital age. The study aims to answer the following research questions: (1) What are the professional backgrounds and media experiences of Taiwanese digital food influencers? How do their gender identity and gender expressions influence the way they present food content? (2) What are the distinctive characteristics of their content themes? How do these influencers shape and represent Taiwanese food culture through social media?
This paper presents three major dimensions in which influencers operate: role identities, content creation strategies, and cultural influence. In terms of roles, Taiwanese food influencers come from diverse backgrounds, including professional chefs, media creators, and writers. Female influencers often challenge traditional gender roles by incorporating aesthetics, lifestyle branding, and food narratives that go beyond domestic cooking. Their visibility in digital spaces suggests a renegotiation of gendered labor in the context of food representation.
In terms of content creation strategies, Taiwanese food influencers utilize the visual affordances of social media to emphasize themes such as Taiwanese cuisine, exotic food exploration, street food, and desserts. The emphasis on Taiwanese cuisine reflects a broader cultural movement to document and preserve traditional food heritage while also modernizing its presentation for younger audiences. International cuisine, particularly Japanese and Korean food, also prominently appears, reflecting Taiwan’s cultural and historical connections with its surrounding regions. However, topics related to health, environmental sustainability, and alternative diets remain underrepresented. While global influencers often highlight wellness, clean eating, or niche subcultural aesthetics (e.g. metal veganism), Taiwanese influencers tend to prioritize entertainment, visual spectacle, and taste pleasure.
These influencers not only promote food, but also mediate local identity, perform culinary capital, and facilitate cross-cultural exchange. Drawing on Appadurai’s (1996) concept of mediascapes, results show that many influencers possess transnational backgrounds and actively engage in culinary translation across cultural borders. Their food videos become vectors for circulating hybrid cultural meanings, revealing Taiwan’s openness to global influences. Influencers’ performative culinary capital (Naccarato & LeBesco, 2012) leans more toward pleasure, convenience, and discovery than to technical mastery, suggesting a shift in how culinary authority is constructed in the digital era.
This research also engages in theoretical dialogue with Goodman and Jaworska’s (2020) work on digital food influencers in the UK. While their study highlights the role of influencers in constructing clean lifestyle narratives shaped by middle-class aesthetics and wellness discourses, this paper illustrates that Taiwanese influencers exhibit less concern with health or environmental issues. Instead, their content reflects a more populist orientation toward food enjoyment, travel, and urban consumption. This comparison underscores significant socio-cultural distinctions between Western and East Asian influencers’ practices. Compared to their Western counterparts, Taiwanese influencers engage less in food-related social issues such as sustainable consumption or culinary heritage preservation. This gap presents both a challenge and an opportunity for future development of more socially conscious content and scholarship.
Despite these contributions, ecological and socio-political themes are still marginal within Taiwan’s food influencer sphere. Topics such as Hakka cuisine, indigenous food cultures, and Southeast Asian migrant food practices receive little attention, indicating gaps in cultural representation. Moreover, the influence of dominant consumer preferences and platform algorithms may drive content toward homogeneity, prioritizing visual spectacle and algorithmic visibility over critical or diverse food narratives.
In conclusion, this paper contributes to the growing literature on digital food cultures by highlighting how Taiwanese food influencers articulate local identity, negotiate gender norms, and reframe culinary authority in the age of social media. It also calls for more attention to underrepresented culinary communities and greater engagement with food as a site of cultural, ecological, and political significance.
This paper presents three major dimensions in which influencers operate: role identities, content creation strategies, and cultural influence. In terms of roles, Taiwanese food influencers come from diverse backgrounds, including professional chefs, media creators, and writers. Female influencers often challenge traditional gender roles by incorporating aesthetics, lifestyle branding, and food narratives that go beyond domestic cooking. Their visibility in digital spaces suggests a renegotiation of gendered labor in the context of food representation.
In terms of content creation strategies, Taiwanese food influencers utilize the visual affordances of social media to emphasize themes such as Taiwanese cuisine, exotic food exploration, street food, and desserts. The emphasis on Taiwanese cuisine reflects a broader cultural movement to document and preserve traditional food heritage while also modernizing its presentation for younger audiences. International cuisine, particularly Japanese and Korean food, also prominently appears, reflecting Taiwan’s cultural and historical connections with its surrounding regions. However, topics related to health, environmental sustainability, and alternative diets remain underrepresented. While global influencers often highlight wellness, clean eating, or niche subcultural aesthetics (e.g. metal veganism), Taiwanese influencers tend to prioritize entertainment, visual spectacle, and taste pleasure.
These influencers not only promote food, but also mediate local identity, perform culinary capital, and facilitate cross-cultural exchange. Drawing on Appadurai’s (1996) concept of mediascapes, results show that many influencers possess transnational backgrounds and actively engage in culinary translation across cultural borders. Their food videos become vectors for circulating hybrid cultural meanings, revealing Taiwan’s openness to global influences. Influencers’ performative culinary capital (Naccarato & LeBesco, 2012) leans more toward pleasure, convenience, and discovery than to technical mastery, suggesting a shift in how culinary authority is constructed in the digital era.
This research also engages in theoretical dialogue with Goodman and Jaworska’s (2020) work on digital food influencers in the UK. While their study highlights the role of influencers in constructing clean lifestyle narratives shaped by middle-class aesthetics and wellness discourses, this paper illustrates that Taiwanese influencers exhibit less concern with health or environmental issues. Instead, their content reflects a more populist orientation toward food enjoyment, travel, and urban consumption. This comparison underscores significant socio-cultural distinctions between Western and East Asian influencers’ practices. Compared to their Western counterparts, Taiwanese influencers engage less in food-related social issues such as sustainable consumption or culinary heritage preservation. This gap presents both a challenge and an opportunity for future development of more socially conscious content and scholarship.
Despite these contributions, ecological and socio-political themes are still marginal within Taiwan’s food influencer sphere. Topics such as Hakka cuisine, indigenous food cultures, and Southeast Asian migrant food practices receive little attention, indicating gaps in cultural representation. Moreover, the influence of dominant consumer preferences and platform algorithms may drive content toward homogeneity, prioritizing visual spectacle and algorithmic visibility over critical or diverse food narratives.
In conclusion, this paper contributes to the growing literature on digital food cultures by highlighting how Taiwanese food influencers articulate local identity, negotiate gender norms, and reframe culinary authority in the age of social media. It also calls for more attention to underrepresented culinary communities and greater engagement with food as a site of cultural, ecological, and political significance.
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2025/ 夏
No.164
