Mukbang and the Problem of the Border between Privacy and Publicity in the Information Society

The article examines mukbang as a new genre of digital video content. The aim is to theoretically study this network phenomenon. It is intended to describe the essence and etymology of this concept, trace the history of its origin, and demonstrate its perception in the Russian socio-cultural space. As a result of the study, the follow-ing conclusion is drawn: mukbang evokes an ambivalent attitude among viewers: on the one hand, the interest associated with the demonstration of unusual content. On the other hand, he is criticized for violating sociocul-tural norms, promoting bad table manners, encouraging overeating. Viewers are often disgusted by a public demonstration of eating, which is perceived as a violation of the boundary between publicity and privacy. The latter is a sociocultural construct that has become widespread in Modern European societies, when, due to the differentiation of society, many bodily practices are transferred to private space. Lack of self-control, violation of the norms of table etiquette cause a negative reaction. However, sociocultural norms are dynamic and vary in different societies and cultures. Today, due to the processes of digitalization and globalization, we are witness-ing their transformation.