Food Aestheticsm: How Images of Food Communicate Economic and Social Value

This study was a qualitative study. It combined semiotic theory to analyze the data. This article focuses on how images of food in Instagram represent economic and social values. In addition, this study reveals how photography has message and connotative meaning. This study shows that the use of aesthetic components in food photography aims to promote food product embraced by foodies in Instagram. The image of food can be a communicative language which shows economic value where all the photo embed marketing strategies. The color of food, the property used when photograph the food, somehow, attract followers to consume the food (appetizing the viewers.). Moreover, the kind of food they choose and where to dine out can communicate the social status where they belong.