ABSTRACT
In the wake of globalization, the sense-making of food practices, especially in urban centers, has undergone a kind of transformation wherein an individual's personal choice, of what to consume, is the defining modality of taste. This chapter suggests that the distinct genre of food blogs goes beyond the domain of recipe and captures this cultural life in the making. This is to say that the attunement to “choice” and the concurrent phasing out, of the centrality of traditional signifiers of social identity, in one's food consumption practices is amply manifested in food blogs. An analysis of the fundamental features of three select food blogs shows that the online food discourse, inaugurated by food blogs, accentuates the affective and sensorial realm of food. Such a presentation of additional information on food blogs shows that eating is a powerful sensorial experience through which new social values and feelings are architected. To conclude, it is argued that the sociality apprehended and privileged by food blogs could also have subversive potential.
