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ASMR (Autonomous Sensory Meridian Response) and Mukbang are internet-driven trends that often overlap, particularly in the realm of sensory stimulation. ASMR involves auditory and visual triggers like whispering, tapping, and crinkling to induce a tingling sensation that promotes relaxation and stress relief. Mukbang, originating in South Korea, features individuals eating large quantities of food while interacting with an audience, serving as entertainment, social connection, or even vicarious eating. Many Mukbang creators incorporate ASMR elements by emphasizing eating sounds like slurping and chewing, which some find soothing while others experience discomfort due to misophonia. Both trends highlight the evolving ways people use digital media for comfort, engagement, and sensory experiences. (Kim et al. 2024).

ASMR and Mukbang can be considered deviant because they challenge traditional social norms around food, intimacy, and sensory experiences. Mukbang, where individuals eat large amounts of food on camera, can be seen as excessive or gluttonous, while ASMR’s intimate sounds, like whispering and chewing, may seem unsettling or overly personal. Some content is also sexualized, further pushing it outside mainstream norms. While these trends are widely accepted in online communities, they remain unconventional in broader society, often drawing curiosity, criticism, or discomfort.

I chose this topic because I always find myself watching ASMR videos on repeat and I wonder how and why they are so satisfying. They highlight how the internet redefines what is socially acceptable, blurring the lines between private and public behaviors—such as eating or personal interactions—when broadcast to mass audiences. While not criminal or harmful, they can be perceived as deviant due to their excessive, intimate, or even fetishized aspects.

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Behavior (B - ABC’s of Deviance): Both ASMR and Mukbang involve behaviors that challenge social norms—whispering, tapping, or making mouth sounds for relaxation (ASMR) and eating excessively in front of an audience (Mukbang). While not illegal, these behaviors can be seen as unusual, unsettling, or even excessive by mainstream society. ( In class slides).

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Selection (S - 3 S’s of Deviance): Many participants in ASMR and Mukbang choose to engage in these activities willingly, making them forms of selected deviance. Creators deliberately produce content that caters to niche audiences, knowing that while some may find it enjoyable, others may view it as odd or inappropriate. Their participation is voluntary and driven by personal interest, financial incentives, or internet fame. (In class slides)

Alternatively, one could argue Sickness applies to certain extreme cases, such as Mukbang influencers who engage in harmful eating behaviors or ASMR creators facing stigma related to perceived psychological issues. However, Selection is the broader and more fitting category for most content creators.

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Goffman’s Stigma Theory (Micro-Level Perspective)

From Erving Goffman’s perspective on stigma, ASMR and Mukbang creators may experience "discredited stigma" if their behavior is publicly known and viewed as strange or unsettling (Goffman, 1986).. For example, Mukbang eaters who consume excessive amounts of food on camera may face judgment for promoting gluttony, unhealthy eating habits, or performative consumption. ASMR creators who whisper or make mouth sounds might be seen as engaging in overly intimate or even fetishized behavior. To manage this stigma, creators often rationalize their content as entertainment, relaxation, or a personal choice, employing "stigma management strategies" like emphasizing the health benefits of ASMR or the cultural origins of Mukbang.

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From a social constructionist viewpoint, ASMR and Mukbang are not inherently deviant but are labeled as such based on societal perceptions. Social norms determine what is considered "normal" eating behavior or acceptable sensory experiences, and these norms vary across cultures and digital spaces. In South Korea, Mukbang is mainstream entertainment, whereas in Western cultures, it may be viewed as excessive or unhealthy(Kircuburun et al 2021). Similarly, ASMR is widely accepted within online communities but can be seen as odd or unsettling by outsiders. This perspective highlights how deviance is relative, shaped by cultural context, media portrayal, and evolving societal attitudes.

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Merton's Strain Theory (Macro-Level Perspective)

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Merton's Strain Theory (Macro-Level Perspective)

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Merton’s Strain Theory explains ASMR and Mukbang as responses to societal pressures, particularly through innovation and retreatism. Many creators pursue financial success and social recognition but deviate from conventional career paths by monetizing unconventional content, such as eating excessively or creating sensory experiences, making them innovators who achieve mainstream goals through nontraditional means. On the other hand, some Mukbang creators and ASMR consumers may engage in these activities as a form of retreatism ( in class slide), using them to escape societal pressures, loneliness, or stress, sometimes leading to unhealthy behaviors like binge eating or social withdrawal. This perspective highlights how these trends emerge from the tension between societal expectations and the means available to individuals, making them forms of deviance shaped by structural strain.

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ASMR and Mukbang creators often do not see their behavior as deviant, but rather as a form of entertainment, self-expression, or even a legitimate career. Many ASMR creators view their content as therapeutic, helping viewers with relaxation, sleep, and anxiety relief, and they may frame their work as beneficial rather than strange. Mukbang creators often justify their behavior by emphasizing cultural aspects, audience engagement, and financial success. Some may even push back against claims of excess or unhealthy habits by promoting balance or claiming they have high metabolisms. While outsiders might label them as deviant, participants typically see themselves as content creators filling a niche demand, reframing their behavior as socially valuable rather than abnormal.

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ASMR and Mukbang culture have both positive and negative societal impacts, with mixed reactions from the public. ASMR is praised for reducing stress, aiding sleep, and helping those with anxiety, while Mukbang fosters social connection and contributes to the digital economy. However, Mukbang has been criticized for promoting unhealthy eating habits, and some ASMR content has been sexualized, leading to stigma. Additionally, both trends raise concerns about parasocial relationships, where viewers form one-sided emotional attachments to creators. Society’s response has been divided—while online communities embrace these trends, mainstream media often views them with skepticism. Some platforms have restricted extreme Mukbang content to discourage unhealthy behaviors, while ASMR is gaining recognition for its therapeutic benefits, suggesting that perceptions may continue to evolve.

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Kircaburun, K., Harris, A., Calado, F. et al. The Psychology of Mukbang Watching: A Scoping Review of the Academic and Non-academic Literature. Int J Ment Health Addiction 19, 1190–1213 (2021). https://doi.org/10.1007/s11469-019-00211-0

Kim, JH., Kim, J., Jang, SY. et al. Association between watching eating broadcasts like mukbang and cookbang and generalized anxiety disorder among Korean adolescents. BMC Psychiatry 24, 536 (2024). https://doi.org/10.1186/s12888-024-05957-z

Goffman. Erving, Stigma: Notes on the Management of Spoiled Identity. New York: Touchstone
(Reissue edition). 1986. 2 ISBN: 978-06716224422