The results show that audience reactions in the comment sections of female mukbang YouTubers vary significantly based on the perceived weight of the YouTuber. Existing research, which examines societal attitudes toward weight, body positivity movements, and online behaviors, provides a strong understanding of the interactions between these factors (Rupp and McCoy, 2023; Westbury et al., 2023; Döring and Mohseni, 2020). These findings support this research, showing that there are distinct patterns in audience reactions based on the perceived weight of the YouTuber with thin creators often receiving more positive feedback compared to not-thin YouTubers, despite eating the same foods. This reflects broader societal norms where thinness is seen as a positive trait, while deviations from this view evoke negative reactions (De Brún et al., 2014). The influence that weight-related biases have on online interactions is high as found in this research, highlighting the importance of greater awareness and sensitivity in these online spaces.
This research also contributes to the understanding of the social and psychological dynamics found through mukbang consumption and its impact on viewers. Audience engagement with mukbang content can vary based on individual motivations and emotional responses (Kircaburun et al., 2021; Jönsson et al., 2021), and by looking at the present themes of sympathy, parasocial relationships, and eating restrictions in viewer comments, this research has found that all of these responses vary based on the weight of the YouTuber who posted the video.
Finally, this research aligns with Goffman’s notion that individuals strategically craft their online personas, with creators adopting various roles such as influencers and entertainers, and viewers engaging with content based on their perceived alignment with these roles (Bullingham and Vasconcelos, 2013; Josef and Merunková, 2019). The findings of this research also support the idea that online platforms blur the boundaries between front and backstage, as shown by the prevalence of hate and discriminatory comments transitioning from private to public spaces (Kilvington, 2020). This shift from private to public spaces shows the impact of anonymity on user behavior, a factor that influences audience reactions in the context of mukbang videos.