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

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.