Brand recognition in mukbang videos generates relatability that makes excess feel personal

Evidence

With household famous brand logos such as McDonald’s and Pizza Hut on display, viewers can identify with the everydayness of the foods Kinoshita binge eats. This awareness solicits a sense of relatability in viewers, inviting them to compare their ordinary capacity of consumption with that of Kinoshita’s grotesque intake, as they stare and squirm over stretching the limits of the human body. — Crystal Abidin, Internet Celebrity, 114

Categorization

• XREF: connects to: Binge-eating videos exploit familiar brand logos to make excess feel relatable. — Crystal Abidin, Internet Celebrity: Understanding Fame…, 114

Broader Connections

• Binge-eating videos exploit familiar brand logos to make excess feel relatable. #expands (0.95) — Crystal Abidin, Internet Celebrity, 114