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Reading: Content Analysis of Facebook Food Community Meaning in a Time of Crisis

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Original Articles

Content Analysis of Facebook Food Community Meaning in a Time of Crisis

Authors:

Nur Aliah Mansor ,

Universiti Malaysia Kelantan City Campus, Kelantan, MY
About Nur
Faculty of Hospitality, Tourism and Wellness
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Khairil Wahidin Awang

Universiti Malaysia Kelantan City Campus, Kelantan, MY
About Khairil
Faculty of Hospitality, Tourism and Wellness
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Abstract

Social media offer innovative opportunities for people to feel and stay socially connected in difficult times. This study aims to understand how people use their cooking mishaps during the movement control order (MCO) period due to the COVID-19 pandemic to seek emotional support and a sense of belonging to an online food community. Content analysis revealed three major sharing motivations: (i) social and relational, (ii) emotion articulation and (iii) information sharing. This research reveals that by opening up about their cooking mishaps and showing their vulnerability, users feel much more connected to the rest of the community members. The humorous way of posting has also deepened the connection between members, who maintain strong protective feelings for members of the community. This study highlights that people share information online during difficult times to cope with distress and stay connected with others.
How to Cite: Mansor, N. A., & Awang, K. W. (2021). Content Analysis of Facebook Food Community Meaning in a Time of Crisis. South Asian Journal of Tourism and Hospitality, 1(1), 158–176. DOI: http://doi.org/10.4038/sajth.v1i1.32
Published on 26 Jan 2021.
Peer Reviewed

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