Abstract

The article aims to analyze the relationship between food and identity from an aesthetic and ethical perspective. New media and technology are seen as a tool for constructing and demonstrating identity. Eating practices and the understanding of food in the modern world are explored from the perspective of symbolic meanings. The analysis focuses on the concept of identity in social networks and popular culture. The methodology is textual and visual content analysis in new media. The text distinguishes between the traditional approach to food with a central concept of 'taste' and the new media context where the approach focuses on 'image'. From an ethical point of view, the relationship between the (non) consumption of meat and animal products and the identity that is widely advocated in the modern lifestyle culture is analyzed.