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최근 먹는 방송의 줄임말인 ‘먹방’의 인기는 브라운관을 통해 보이는 음식과 먹는 모습에 대한 새로운 시대의 도래를 알리는 듯 하다.
먹방은 배우가 영화 속 음식을 먹는 장면이나 요리 프로그램의 MC가 시식을 하는 모습을 더불어 기본적으로 그 장면으로 보는 이들까지 군침이 돌게 하는 상황을 말한다.
현재 인기리에 방송되고 있는 MBC 예능 프로그램 “아빠 어디가”에서 가수 윤민수의 아들 윤후는 먹방을 선보이며 유명세를 탓다.
또 인터넷에서 먹방을 검색하면 많은 관련 블로그 글들과 사진, 동영상이 검색될 만큼 핫이슈가 되고 있는 것은 분명한 것으로 보인다.
사람들은 왜 먹방과의 사랑에 빠진걸까?
케이블 음식 채널 올리브TV의 서원예 팀장은 “방송에서의 먹는 모습은 많은 이들이 음식이라는 컨셉에 친숙하다는 것과 그 혼훈함 때문에 인기가 많은 것 같다”라고 코리아헤럴드와의 인터뷰에서 말했다.
또 한가지 주목할 점은 먹는 방송에 집중하는 시청자들뿐 아니라 음식을 다루는 프로그램도 늘어나고 있다는 것이다.
서 팀장은 “최근 개편에서 야식 만들기 코너를 더한 KBS ‘해피투게더’를 예로 들 수 있다”며 “사람이 요리를 만드는 모습을 보는 것과 맛있는 음식을 스크린을 통해 보는 것은 시청자에게 긍정적인 효과를 준다”고 말했다.
서 팀장은 영화배우 서태화가 게스트를 초대해 세계의 면요리를 만들면서 진솔한 인생이야기를 듣는 올리브 채널의 '서태화의 누들샵#'이 요리 매개체로 사람의 관계에 집중하고 있어 시청자들로부터 호평을 받고 있으며 “특히 40대 남성에게 인기가 많다”고 말했다.
서 팀장은 “우리 사회는 이제 요리하는 남자를 받아드리고 동경한다”며 “요즘에는 많은 식품 브랜드들이 광고 모델로 고수나 김수현처럼 남자 연예인을 쓰고 있다”고 덧붙였다.
실제로 TV 광고들을 보면 전기밥솥부터 고추장, 제과점까지 남자 연예인들이 이 분야를 장악했다.
서 팀장은 이런 광고들이 “가족이나 애인을 위해 요리하는 남자”라는 판타지를 심어준다고 말했다.
요약하면 먹방 유행과 더불어 그에 대한 사회의 긍정적인 시선 그리고 시청자의 반응으로 인해 텔레비전에 요리할 줄 아는 남성들의 등장이 증가하는 것으로 해석된다.
<관련 영문 기사>
'Meokbang’ Dissected
A new era of eating on television and the rise of the man who cooks
By Jean Oh
The recent popularity of the slang term “meokbang” may signal a new era of eating on television.
“Meok,” which is a shortened version of the verb “meokda” -- meaning “to eat” -- and “bang” -- short for “bangsong,” which translates to “on air” -- forms the self-explanatory catchall phrase for dining on-screen.
“Meokbang” can be used to describe anything from the way a movie star eats in a film to how a food program MC dines. The basic idea is that these celebrities are so talented at chowing down that it prompts viewers to want to dig in, too.
Take MBC’s “Where Are We Going, Dad” star Yoon Hoo for instance. The son of costar Yoon Min-soo catapulted to “meokbang” fame when he started scarfing down food in the popular reality variety segment featuring dads and their sons.
Now, type in his name with “meokbang” on the Internet and a bunch of blog, photo and video nods pop up -- clearly this is a hot term.
So, why are people into “meokbang”?
“Eating on-screen is popular because a wide range of viewers can relate to the concept and because it is soothing to watch,” said food cable channel Olive team head Seo Won-yea, 36, in a phone interview with The Korea Herald.
Also noteworthy is that not only are viewers zoning in on how people eat on television, there are more and more shows that focus on food in general.
As Seo pointed out, KBS’ “Happy Together” recently revamped its set-up by adding a nighttime snack cooking competition to the show. Furthermore, cable food channel Olive first launched in 2011, a mere two years ago.
According to Seo, “Watching people make food, seeing delicious food on-screen, heals, is a pleasure to watch and has a positive effect on viewers.”
With the launch of Olive came food programs featuring male chefs and male celebrities. This year, actor Seo Tai-hwa began hosting his own eponymous cooking show, where he invites guests and chats while he prepares noodle-based dishes for them.
Of “Seo Tai-hwa’s Noodle Shop,” Olive’s Seo said it is “a well-received program because it highlights the relationships fostered by cooking.”
The program attracts male viewers in their 40s,” Seo said.
This Wednesday, a new food show featuring “Master Chef Korea Celebrity” winner Son Ho-young started airing on Olive. “We also have a program featuring a male chef and a male celebrity slated to start airing in the end of May or early June,” added Seo.
“Now society accepts and admires a man who can cook.“
It seems this change in perception is seeping into various aspects of television, including ads, according to Seo.
“These days a lot of food brand models are male celebrities like Ko Soo and Kim Soo-hyun,” said Seo.
Indeed, male celebrities are popping up in television ads for everything from rice cookers to gochujang (red chili pepper paste) to bread.
Seo believes that these sorts of advertisements help foster the fantasy of “a man who cooks for his family or his girlfriend.”
In short, the rise of the man who can cook on television seems to be partly fueled by the current trend towards eating on-screen, by society’s positive attitude towards it and by its appeal to viewers.
(oh_jean@heraldcorp.com)
'Meokbang’ Dissected
A new era of eating on television and the rise of the man who cooks
By Jean Oh
The recent popularity of the slang term “meokbang” may signal a new era of eating on television.
“Meok,” which is a shortened version of the verb “meokda” -- meaning “to eat” -- and “bang” -- short for “bangsong,” which translates to “on air” -- forms the self-explanatory catchall phrase for dining on-screen.
“Meokbang” can be used to describe anything from the way a movie star eats in a film to how a food program MC dines. The basic idea is that these celebrities are so talented at chowing down that it prompts viewers to want to dig in, too.
Take MBC’s “Where Are We Going, Dad” star Yoon Hoo for instance. The son of costar Yoon Min-soo catapulted to “meokbang” fame when he started scarfing down food in the popular reality variety segment featuring dads and their sons.
Now, type in his name with “meokbang” on the Internet and a bunch of blog, photo and video nods pop up -- clearly this is a hot term.
So, why are people into “meokbang”?
“Eating on-screen is popular because a wide range of viewers can relate to the concept and because it is soothing to watch,” said food cable channel Olive team head Seo Won-yea, 36, in a phone interview with The Korea Herald.
Also noteworthy is that not only are viewers zoning in on how people eat on television, there are more and more shows that focus on food in general.
As Seo pointed out, KBS’ “Happy Together” recently revamped its set-up by adding a nighttime snack cooking competition to the show. Furthermore, cable food channel Olive first launched in 2011, a mere two years ago.
According to Seo, “Watching people make food, seeing delicious food on-screen, heals, is a pleasure to watch and has a positive effect on viewers.”
With the launch of Olive came food programs featuring male chefs and male celebrities. This year, actor Seo Tai-hwa began hosting his own eponymous cooking show, where he invites guests and chats while he prepares noodle-based dishes for them.
Of “Seo Tai-hwa’s Noodle Shop,” Olive’s Seo said it is “a well-received program because it highlights the relationships fostered by cooking.”
The program attracts male viewers in their 40s,” Seo said.
This Wednesday, a new food show featuring “Master Chef Korea Celebrity” winner Son Ho-young started airing on Olive. “We also have a program featuring a male chef and a male celebrity slated to start airing in the end of May or early June,” added Seo.
“Now society accepts and admires a man who can cook.“
It seems this change in perception is seeping into various aspects of television, including ads, according to Seo.
“These days a lot of food brand models are male celebrities like Ko Soo and Kim Soo-hyun,” said Seo.
Indeed, male celebrities are popping up in television ads for everything from rice cookers to gochujang (red chili pepper paste) to bread.
Seo believes that these sorts of advertisements help foster the fantasy of “a man who cooks for his family or his girlfriend.”
In short, the rise of the man who can cook on television seems to be partly fueled by the current trend towards eating on-screen, by society’s positive attitude towards it and by its appeal to viewers.
(oh_jean@heraldcorp.com)
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