대전지역 일부 초등학생의 성별과 학년에 따른 먹방 시청 실태 및 영양지수와의 관련성

김미정,최미경 대한영양사협회 2024 대한영양사협회 학술지 Vol.30 No.3

The digital environment has become an integral part of human lives today. This study aimed to investigate Mukbang watching status and its association with eating behaviors, eating habits, and the nutritional status of children. We conducted a survey of the actual status of Mukbang watching, and nutrition quotient of children (NQ-C) among 222 students in elementary schools in Daejeon. The prevalence of viewing Mukbang content was 68.9%, the most common frequency of viewing was 1∼2 times per month (36.5%), and the duration of watching a single episode was less than 10 minutes (54.9%). Overall, 31.4% of students responded that they ate while watching a Mukbang and, 66.0% said they felt hungry after watching a Mukbang. YouTube (82.4%) was the most common source of viewing Mukbang. The most common reason for watching Mukbang was because all the students found the content entertaining. The NQ-C score of all the subjects surveyed was 58.95, which is a moderate grade. The scores of NQ-C, balance, and practice factors were significantly higher in boys than in girls. In addition, the scores of NQ-C, and balance and moderation were significantly higher in Mukbang non-viewers than viewers for all subjects and more specifically boys. These results suggest that watching Mukbang is associated with poor nutritional status in elementary school children. Therefore, it is necessary to consider the Mukbang watching status when providing nutrition guidance to instill healthy eating habits in children.

빅카인즈를 활용한 먹방 트렌드 분석

안소현(Sohyun Ahn),황조혜(Johye Hwang) 한국관광학회 2024 관광학연구 Vol.48 No.4

세계적으로 인기를 얻고 있는 먹방(Mukbang)은 ‘먹는 방송’의 줄임말로 인터넷 기술의 발전과 소셜 미디어의 보급으로 큰 인기를 끌고 있는 현상이다. 이 연구에서는 빅카인즈(BIGKinds) 데이터베이스에 수록되어 있는 총 104개의 매체에서 도출한 먹방 관련 기사 70,495건(2012년~2023년)을 분석하여, 먹방 현상의 전체적인 흐름과 시간에 따른 진화 과정 및 그 동인을 종합적으로 이해하고자 한다. 분석 결과, 먹방은 인터넷 방송에서 시작하여 전 세계적인 문화현상으로 성장했다. 초기의 먹방은 인기 BJ 중심의 소통 방식에서 시작해, 연예인들의 참여로 대중화되었으며, 다양한 플랫폼을 통해 한국 문화의 글로벌 영향력을 확대하는 중요한 역할을 수행했다. 또한, 코로나19 팬데믹 기간 동안 온라인 활동의 증가와 K-푸드에 대한 관심이 커지면서 먹방의 인기가 더욱 두드러졌다. 뿐만 아니라, 콜린스와 옥스퍼드 사전에 먹방이 등재되면서 한국의 먹방 문화가 전 세계적으로 영향력을 미치고 있음을 확인할 수 있었다. 시간이 지남에 따라 먹방은 다양한 변화를 겪으며, 폭식을 중심으로 한 방송에서 적게 먹는 소식 방송으로 변화하는 등 새로운 트렌드가 다양하게 등장했다. 이 과정에서 먹방은 한국 문화를 세계에 알리는 중요한 매개체 역할을 했으며, 새로운 문화적 정체성을 형성하는 데 기여했다. 따라서 이러한 결과는 미래 먹방 소비 패턴에 대한 방향성을 제시하고, 콘텐츠 제작자들에게 유용한 가이드라인을 제공하며, K-푸드의 세계적인 영향력을 더욱 확대하는 데 기여할 것으로 기대된다. The phenomenon of Mukbang, which stands for “eating broadcast,” has gained significant popularity worldwide due to advancements in internet technology and the widespread adoption of social media platforms. This study aims to understand the overall trends and evolution of the Mukbang phenomenon by analyzing 70,495 articles from 104 sources in the BIGKinds database (2012-2023). The results indicate that Mukbang has evolved from an internet broadcast to a global cultural phenomenon. Initially, Mukbang started as a communication style centered around popular Broadcast Jockeys (BJs) and became mainstream with the participation of celebrities, playing a crucial role in expanding the global influence of Korean culture through various platforms. During the COVID-19 pandemic, Mukbang’s popularity grew even more due to increased online activity and interest in K-food. Furthermore, the inclusion of Mukbang in the Collins and Oxford dictionaries confirms the global influence of Korean Mukbang culture. Over time, Mukbang has undergone various changes, with new trends emerging, such as a shift from shows focused on binge eating to those centered on restrained eating. Throughout this process, Mukbang has played an important role in promoting Korean culture globally and has contributed to forming a new cultural identity. Consequently, the findings of this research are expected to provide direction for future Mukbang consumption patterns, offer useful guidelines for content creators, and contribute to further expanding the global influence of K-food.

성인 남녀의 먹방 시청시간에 따른 식행동에 대한 연구

남하얀,정복미,전은례 한국식품조리과학회 2024 한국식품조리과학회지 Vol.40 No.4

Purpose: This study was conducted to find out how time spent viewing mukbangs affects food-related behaviors in adult men and women. Methods: A survey was conducted with 400 adult men and 400 adult women who had experience in viewing a mukbang. Results: For general information, there was no significant difference between the genders in the number of hours spent viewing mukbangs per week. But for younger people with viewer family members, and lower income levels, the difference (p<0.001) was greater. There was also a significant difference (p<0.001) between adult men and women who would view a mukbang together, compared to those who would view it alone. The majority of adult men and women said they viewed mukbangs alone, and for them there was a significant difference (p<0.001) in the time spent, compared to those who viewed mukbangs with family or acquaintances. There was also a significant difference in viewing time (p<0.001) between men and women who eat with others, compared to those who eat alone. Men and women who eat alone viewed mukbangs for a longer amount of time compared to those who eat with family or acquaintances. In both men and women, as the time spent viewing mukbangs increased, the frequency of eating breakfast decreased (p<0.001), while the frequency of eating delivered food and late meals increased (p<0.001). Conclusion: The results of this study suggest that viewing mukbangs affects food-related habits, indicating it is necessary to raise awareness of correct eating habits and to provide appropriate nutritional education on lifestyle habits to adult men and women who view mukbangs.

소비자의 긍정적 감정과 부정적 감정에서 먹방이 대리만족과 욕구에 미치는 영향

김현필,황금주 한국데이터전략학회 2022 Journal of information technology applications & m Vol.29 No.1

Mukbang, which has established itself as a popular content, is now enjoying a sensational popularity not only in Korea but also around the world. This study investigated the effects of mukbang on consumers’ vicarious satisfaction and desire increase in different emotional aspects. In addition, we analyzed how the positive and negative emotions of consumers affect the vicarious satisfaction and desire increase of mukbang. According to this purpose, 120 participants in their 20s and 30s who had experienced watching mukbang were encouraged to watch mukbang videos after inducing positive, negative, and neutral emotions, and the effects of vicarious satisfaction and increased desire depending on emotions were examined. As a result of the experiment, it was confirmed that vicarious satisfaction through mukbang was high in positive emotional states, and desire through mukbang was high in negative emotional states. This study has a theoretical contribution that empirically investigates the different effects of mukbang according to positive and negative emotions, and is expected to help derive marketing measures using consumer emotional states that have not been received enough attention in using mukbang as a marketing tool. .

“내가 좋아하는 먹방 BJ는요……”

문영은(Young Eun Moon),심지수(Ji Soo Shim),박동숙(Dong Sook Park) 사단법인 언론과 사회 2017 언론과 사회 Vol.25 No.2

2000년대 후반 인터넷방송이 유행함에 따라, 새로운 방송 콘텐츠인 ‘먹방’이 등장했다. 면대면 형식으로 많은 양을 차려놓고 먹는 BJ 먹방은 이제 하나의 고유한 방송 콘텐츠로 자리매김하였다. 먹방에는 전통미디어 콘텐츠의 인기요소-아이돌 스타의 출연, 화려한 영상미, 스토리의 개연성 혹은 흡입력 있는 각본과 같은 요인들이 전혀 없다. 그럼에도 불구하고 먹방 콘텐츠가 젊은 세대 사이에서 선풍적인 인기를 끄는 이유는 무엇인가? 수용자들로 하여금 지속적으로 먹방 콘텐츠를 소비하도록 만드는 원동력은 어디에서 오는가? 이러한 현상을 탐색하기 위하여 본 연구는 유튜브로 BJ 먹방 콘텐츠를 시청하는 20∼30대 남녀 수용자 14명을 대상으로 심층 인터뷰를 실시하였다. “왜 먹방을 보는가?”라는 초기의 질문에서 시작된 연구는 인터뷰가 진행됨에 따라 수용자와 BJ의 상호작용에 주목하게 되었고 최종적으로 “수용자는 BJ를 통해 어떻게 몸매강박에 대한 위안을 얻는가?”라는 연구문제를 중심으로 먹방 시청 현상에 대한 해석 작업을 시도할 수 있었다. 연구 참여자들은 날씬한 몸매를 유지해야 한다는 사회적 억압을 자연스레 개인화된 부담으로 떠안고 있었으며, 그러한 억압은 이들로 하여금 음식과 식욕을 늘 절제의 대상으로 여기게 하였다. 따라서 이들은 비정상적으로 엄청난 양과 금기시된 고열량의 음식을 태연하고도 맛있게 먹어 주는 BJ를 통해 몸매 유지를 강요하는 사회에 대리적으로 저항해 주기를 기대했다. 그와 동시에 수용자들은 자신들이 통제하기 쉬운 순하고 착한 캐릭터의 BJ를 선호하였는데 이는 역할전이를 통해 그들을 통제하고 감시함으로써 자신들에게 가해진 통제와 억압으로부터 일시적이나마 벗어날 수 있었기 때문이다. 그러나 연구 참여자들은 BJ와의 가상적 관계를 통해 BJ에게 사회적 억압에 저항할 수 있는 권리를 이양하고 가해자의 역할을 맡아 봄으로써 일시적 위안을 얻기도 하지만, 결국 본인은 식욕을 참음으로써 몸에 대한 억압에 순응하는 모습을 보이며 다시 자발적으로 억압의 굴레로 되돌아가고 있었다. 역설적이게도 연구 참여자들에게는 BJ를 통한 대리적 저항과 나에게도 부여된 통제권을 즐길 수 있는 BJ 먹방 시청 시점이 또다시 순응적으로 몸매관리 프로젝트에 자발적 참여를 재개하게 되는 새로운 출발점이 되었다. With the rise of internet broadcasting in the late 2000s, a new form of broadcasting content called “Mukbang” became very popular in South Korea. Mukbang is a form of online broadcasting content in which the broadcasting jockey (BJ) consumes large quantities of food while interacting with his or her audiences. It has become a distinctive and popular style of broadcasting content in South Korea. It lacks the usual entertainment factors of traditional media content such as the casting of celebrities, sophisticated filmography, plausible storyline, or an addictive plotline. Nevertheless, Mukbang is extremely popular, which brought us to two interesting questions: “Why has Mukbang become so popular in South Korea?” and, “What is the driving force behind Mukbang that attracts the audiences to view it repeatedly?” To explore this phenomenon, this study focuses on the specific situations and contexts in which interactions between Mukbang audience members and BJs occur. This is a qualitative research that utilizes in-depth interviews to examine 14 people in the 20∼30 age group who watched Mukbang BJs on YouTube. Focusing on the relationships between BJs and viewers as the interviews proceed, the central research question is, “How are the audiences vicariously comforted through BJs while audiences themselves are enduring their appetites to stay ‘fit’?” All research participants were under the social oppression of maintaining slim figure that Korean culture demands, hence treating food and appetite as subjects of abstinence. Therefore, participants regarded the BJs-who consumed large quantities of food and inordinately high calories without a care in the world-as a proxy who would revolt against the social norm that forced abstinence of food consumption. Simultaneously, the viewers preferred BJs who are kind, gentle, polite and easily manipulated, as the viewers were able to temporarily forget about their oppressed status by controlling and monitoring the BJs, putting the audiences themselves on the other side of oppression. However, though viewers obtained momentary satisfaction via this virtual relationship, the viewers returned to the brink of oppression at the end of the program. Paradoxically, for audience, the most intriguing part of watching Mukbang-which includes vicarious resistance through BJ and retaining control and power over the BJ-was inversely creating a new starting point for their voluntary participation in maintaining a slim figure as mandated by the societal norm.

자기조절론적 태도 이론을 적용한 유튜브 먹방 시청자의 외식 모방 의도 분석

서선희 한국호텔외식관광경영학회 2022 호텔경영학연구 Vol.31 No.3

As the popularity of Mukbang has increased as a leisure culture, it has become essential to understand its influence in terms of marketing effectiveness. This study identifies the relationships among the appraisal of Mukbang (information sharing, entertainment, and parasocial relationship), emotional responses (sense of belonging and satisfaction), and coping responses (Mukabng continuance intention and mimicking intention) based on Bagozzi (1992)’s self-regulation framework. A total of 411 Mukbang YouTube viewers who watched Mukbang content within the last three months participated via an online survey. The collected data was used for Structural Equation Modeling using M plus. The results showed that entertainment significantly influences Mukbang viewers' sense of belonging and satisfaction, whereas information sharing did not. The Parasocial relationship had positive influences on the sense of belonging, while there was no influence on satisfaction. Viewers’ satisfaction significantly affected their intentions to purchase foods introduced in Mukbang and watch Mukbang continuously; however, a sense of belonging had no significant effect on their behavioral intentions. This study differentiates itself from previous studies limited to watching motives, as it thoroughly explains the processes leading to mimicking consumption intention. This study mainly developed a theoretical model that integrates the relationship between appraisal and emotional responses after watching Mukbang. 여가문화로서의 먹방의 인기가 높아짐에 따라 먹방의 영향력을 마케팅 효과 측면에서 이해하는 것이 중요하다. 본 연구는 Bagozzi(1992)의 자기조절론적 태도 이론을 바탕으로 먹방에 대한 평가(먹방의 정보 공유, 오락 및 즐거움, 유사사회적 관계), 정서적 반응(소속감 및 만족감), 대처 반응(외식 상품 모방 구매 의도와 먹방 지속 시청 의도) 간의 관계를 규명하여 먹방 유튜브 마케팅 효과성을 검증하였다. 최근 3개월 이내에 유튜브 먹방 채널을 시청한 경험이 있고 만 19세 이상인 시청자를 대상으로 온라인 설문조사 를 실시하여 총 411명이 연구에 참여하였다. M plus 6.0을 사용하여 구조방정식 모형 분석을 실시하여 가설 을 검증하였다. 연구 결과, 오락 및 즐거움은 시청자의 소속감과 만족감에 유의한 영향을 미치는 반면 먹방 의 정보 공유는 영향을 미치지 않은 것으로 나타났다. 유사사회적 관계는 소속감에 긍정적인 영향을 미친 반면 만족감에는 영향을 미치지 않는 것으로 나타났다. 시청자의 만족감은 먹방에 소개된 음식을 구매하고 먹방을 계속 시청할 의도에 유의한 영향을 미쳤으나 소속감은 먹방 시청자의 행동 의도에 미치는 영향력은 유의하지 않게 나타났다. 본 연구는 먹방 시청 이후 먹방 유튜버를 모방하는 행동으로 이어지는 프로세스를 모두 포함한 연구로 기존의 먹방 시청 동기에 국한된 선행연구와 차별화된다. 본 연구는 먹방 시청 이후 시청자의 먹방에 대한 인지적 평가와 정서적 반응이 실제 행동 모방에 미치는 영향 관계를 통합하는 이론적 모델을 개발한 점에서 의의가 있다.

음식 콘텐츠 영상 종류와 장면전개에 따른 정서 및 생리적 변화 연구 - 일반먹방 VS ASMR먹방 -

한예진(Han, Ye-jin) 동국대학교 영상문화콘텐츠연구원 2022 영상문화콘텐츠연구 Vol.26 No.-

본 연구는 음식 콘텐츠 영상 종류와 장면전개에 따른 정서 및 생리적 변화(EEG, HRV)를 확인하는 연구로서 구체적으로 일반먹방과 ASMR먹방 영상 콘텐츠의 내용구성에 따라 개인의 정서 및 생리적 변화가 어떻게 일어나는지를 확인하였다. 연구결과 영상시청 전과 후의 정서 변화를 측정하는 자기보고식 설문인 파나스 척도에서는 일반먹방과 ASMR먹방 그룹 모두 유의미한 변화가 관찰되지 않았다. 그러나 일반먹방 영상과 ASMR먹방 영상의 심전도 및 뇌전도 변화 관찰 결과 시청 전에 비하여 영상시청시 감소하는 HF와 Alpha파 및 증가하는 Gamma파를 발견할 수 있었다. 특히 일반먹방에 비해 ASMR먹방이 더욱 높은 Gamma파가 유발되어 시청각 자극을 더욱 높게 경험하는 콘텐츠는 ASMR먹방으로 확인되었다. 영상 장면별 변화에서는 요리영상에 비해 사람이 등장하여 음식을 섭취하는 영상을 시청할 때 공통적으로 Alpha파는 더 많이 감소 하고 Gamma파는 더 많이 증가하였다. 따라서 요리를 하는 모습을 보여 주는 것보다 사람이 등장하여 음식을 먹는 모습을 보여줄 때 더 높은 정서 및 각성반응이 유발되는 것을 확인하였다. 본 연구결과 먹방콘텐츠는 이완의 경험보다는 과도한 각성 상태를 유발한다는 것을 확인할 수 있었다. This study is a study to confirm emotional and physiological changes (EEG, HRV) according to the type of food content image and scene development, and specifically, how individuals" emotional and physiological changes occur according to the content composition of general and ASMR eating video contents. As a result of the study, no significant change was observed in both the general and ASMR eating groups in the PANAS scale, a self-report questionnaire that measures emotional changes before and after video viewing. However, it was confirmed that the electrocardiogram response results observing individual physiological changes provided an excessive arousal response of the autonomic nervous system by audio-visual imaging stimulation of eating shows. As a result of observing the changes in electroencephalogram in each section of the general and ASMR mukbang images, high frequency and Alpha waves that decrease and Gamma waves that increase while watching the mukbang images were commonly found, causing very high physiological arousal conditions in both images. In particular, it was confirmed that ASMR mukbang induced higher Gamma waves compared to general mukbang, so that the content that experienced higher audiovisual stimulation was ASMR mukbang. Therefore, it was confirmed that higher emotional and arousal reactions were induced when a person appeared and showed eating than when cooking. As a result of this study, it was confirmed that mukbang content induces excessive arousal rather than relaxation experiences.

Mukbang’s Foodcasting beyond Korea’s Borders: A Study Focusing on OTT Platforms

임지아 한국정보처리학회 2022 Journal of information processing systems Vol.18 No.4

Mukbang is a type of foodcasting where a host records or streams their eating rituals for audience consumptionin live format. With origins in South Korea via the online broadcast genre found on Afreeca TV in the mid-2000s, the phenomenon has since found global popularity. Its development as a full-fledged genre is based ona communication culture that invites people to a meal rather than to talk to one another; viewers watch in silenceas a host consumes a copious number of dishes from Korean gastronomy to fast food to other ethnic cuisine ondisplay. An invitation to eat means the beginning of a public relationship that quickly turns to a private sharedexperience. This study analyzes several Mukbang video postings and makes use of Linden’s culture approachmodel to provide a view toward a number of cross-cultural connections by Koreans and non-Korean audiences. Prior to the study, 10 Korean eating shows were selected and used as standard models. Korean Mukbang mainlyconsists of eating behavior and ASMR, with very few storytelling or narrative devices utilized by its creators. For this reason, eating shows make a very private connection. In other ways, this paper shows how 28 MukbangrelatedYouTube contents selected by Ranker were evolving and examined through notions of acculturationand reception theory.

최근 북한 학계의 고인돌 형식 연구 경향

하문식 한국고대학회 2019 先史와 古代 Vol.- No.60

This study introduces the results of recent research that has raised some questions about the standards and methods of the classification on dolmen types. On the basis of this study, the types, changes and the period problems of dolmen in North Korea are analyzed. It is irrational to refer to the stone mound as a standard in the classification of dolmen types. There are several types of grave pits built in a single cemetery like the remains of Sangwon Waksaebong and Hwangju Geukseong-dong dolmen, which are also different in the method of burial. The stone mound facility would have been necessary to support the load of the cap stones. The forms of dolmens are divided into types such as Chimchon-type, Odeok-type, Mukbang-type, Seokcheonsan-type and Jeju-type according to the construction method of the grave pit, the structure and the material of the wall. Chimchon-type built grave pits with plank stones and has the reinforcement facility of stone mound on the edge. This type is divided into three types according to the material of the plank stone. Odeok-type is the table-type dolmen built with plank stones on the ground and is divided into three types according to the facilities of the gate. Mukbang-type is a pit-type which built grave pits in the underground. The type has been distinguished according to the facility of the door and is a difference in the process of transition from the previous studies. Seokcheonsan-type is a pit and mainly examined in the Seokcheonsan area. The grave pit of the Jeju-type is made with a plank stone at the bottom of the cap stone. On the transition of dolmens types, it is suggested that Chimchon-type is divided into Odeok-type and Mukbang-type and Seokcheonsan type is changed from Mungbang-type. The age of the dolmens is considered to be in the late 4th millennium B.C. according to the measurement of absolute age by the electron spin resonance dating method, thermoluminescence dating method and nuclear fission track dating method. 이 글은 지금까지의 고인돌 형식 분류에 대한 기준과 방법에 관하여 몇 가지 문제를 제기한 북한 학계의 최근 연구 성과를 소개한 것으로 북한지역 고인돌의 형식과 변천 그리고 연대 문제를 검토해 보았다. 고인돌의 형식 분류에 있어 돌깐시설(돌무지)을 기준으로 유형을 나눈 기존의 방식은 비합리적이다. 상원 왁새봉 고인돌과 황주 극성동 고인돌 유적처럼 하나의 돌무지 묘역 안에 여러 종류의 무덤방이 축조되었고 묻기가 서로 차이가 나는 경우도 있다. 돌무지 시설은 무덤방의 축조에 이용된 얇은 판자돌이 덮개돌의 하중을 지탱할 수 없기 때문에 이러한 보조시설이 필요하였을 것이다. 고인돌의 형식은 무덤방의 축조 방식, 벽의 구조와 벽체의 재질을 1차 분류 기준으로 설정하여 침촌형, 오덕형, 묵방형, 석천산형, 제주형 등으로 나누었다. 침촌형은 판자돌을 가지고 무덤방을 축조하였으며 가장자리에 돌무지의 보강 시설이 있다. 이 형식은 판자돌의 재질에 따라 3가지로 구분된다. 오덕형은 판자돌을 지상에 세워 만든 탁자식으로 문 시설을 기준으로 3가지로 나누었다. 묵방형은 막돌을 가지고 지하에 무덤방을 축조한 개석식이다. 문 시설에 따라 유형을 구분하였는데 기존 연구와는 변천 과정에 있어 차이가 있다. 석천산형은 무덤방이 토광으로 석천산 일대에서 주로 조사되었다. 제주형은 덮개돌 아래쪽의 가장자리를 돌아가면서 판자돌을 세워 무덤방을 만든 것으로 남부지역에서만 찾아지는 독특한 형식이다. 고인돌 형식간의 변천 관계에 대하여는 침촌형에서 오덕형과 묵방형이 분화되었고 석천산형은 묵방형이 변화된 것이라는 의견이 제시되었다. 고인돌의 축조 연대는 전자스핀공명연대측정법, 열형광연대측정법, 핵분열손상연대측정법에 의한 절대연대 측정값에 따라 기원전 4천년기 후반으로 여기고 있지만 앞으로 연대측정값에 대한 객관적이고 합리적인 검토가 필요하다.

‘먹방’ TV 프로그램 광고 특성 연구: 지상파와 종편/케이블, 유튜브 먹방 광고 비교

임유진,안순태 한국방송학회 2022 방송통신연구 Vol.- No.120

This study analyzed the advertisements of existing mukbang TV programs including popular terrestrial TV and cable TV mukbang programs in Korea and compared them with YouTube mukbang advertisements. In addition, from the viewpoint of healthy eat- ing habits, we conducted a comparative analysis to see what similarities and differences these advertisements had by the various channel types -- terrestrial TV, cable TV, and YouTube. Overall, compared to advertisements for mukbang TV programs on terrestrial TV and general/cable TV, emphasis on interest and entertainment elements in YouTube mukbang advertisements, such as a high-calorie food ratio, marketing and promotions, prize appeal, idealization of thin females, high purchase recommendation frequency, and branded advertisements were evident. However, this is not just a problem with YouTube mukbang advertisements. The proportion of non-core foods, low-nutrition foods, and high-caffeine foods is high in the food advertisements of mukbang TV pro- grams as well as the proportion of takeout food delivered at home or outdoors and con- sumption of convenience food delivered at home or outdoors. It can be seen that the di- rection of improvement in food advertisements for terrestrial TV and general/cable TV mukbang programs should be pursued together. Based on this analysis, we intend to present practical and theoretical implications and directions necessary for planning and producing desirable mukbang TV program advertisements and YouTube mukbang ad- vertisements in the future.