“Gastrovandalism” as digital excess: When food becomes a spectacle

The growing influence of digital media in gastronomy has led to new aesthetic and ethical challenges in food presentation. While previous research has examined visual consumption practices such as foodporn, few studies have addressed the motivations and reactions related to norm-violating, exaggerated food displays. This study explores the concept of gastrovandalism , a term used to describe disruptive and excessive gastronomic practices shared on social media, and investigates the public perception of these practices through user comments. The data comprises 615 comments from 17 viral food videos shared on Instagram and YouTube between 2023 and 2025. Using qualitative content analysis supported by MAXQDA software, five main themes were identified: (1) Non-normative aesthetic practices, (2) Meaningless consumption and food waste, (3) Violation of cultural and religious values, (4) Identity performance and vulgarity, and (5) Digital judgment and social shaming. Findings reveal that users perceive gastrovandalism not only as a visual exaggeration but also as a violation of ethical, cultural, and sustainability norms. This study offers theoretical insight into the intersection of gastronomy, digital culture, and public discourse and presents practical implications for food producers, content creators, and hospitality professionals.