From pixel to plate: Exploring discussions of food in online gaming communities

Abstract

The rise of gaming as a mainstream activity has transformed how people engage with digital entertainment and social interaction. In conjunction with gaming, participation in online gaming communities such as Twitch streams has become a common accompaniment to games. Gamers engage with content creators for a variety of reasons, including gameplay tips, for entertainment and to engage with other gamers (Yoganathan et al. 2021; King & de la Hera 2020). This popularity has attracted advertisers, with the use of games, esports and content creators now becoming a common part of the marketing strategies for major brands wanting to engage with younger audiences (Elasri-Ejjaberi et al. 2020). Despite the popularity of using gaming content creators for the marketing of games and technology products, their potential to influence other areas, such as public health messaging, remains largely unexplored in research.