FROM PLATE TO POST: THE IMPACT OF INSTAGRAM'S ALGORITHM ON THE PERFORMANCE OF AUTHENTICITY IN FOOD NARRATIVES

In the age of digital media, the representation of food has transcended beyond the boundaries
of traditional cookbooks, entering the visual and highly curated realm of social media
platforms. Instagram, with its highly visual interface, has become a significant arena for food
narratives, where culinary experiences are not just shared but also meticulously crafted to fit
within the aesthetic norms of the platform. The way food is portrayed on Instagram has a direct
impact on how audiences perceive the authenticity of these representations and the overall
narrative being shared.
Instagram has emerged as a dominant platform for food narratives, shaping how culinary
stories are created, shared, and consumed. Its algorithm prioritizes visual quality, engagement,
and curation, which directly influences the visibility and performance of food-related content.
As a result, authenticity — traditionally associated with unfiltered, genuine experiences — is
increasingly challenged by the pressure to optimize content for algorithmic favourability.
This study investigates the impact of Instagram’s algorithm on the performance of authenticity
in food narratives and examines how creators and audiences navigate the tension between
visual curation and genuine storytelling.