In an interview, scientist Eva-Maria Endres reflects on her extensive analysis of social media accounts held by major food influencers, highlighting how their approach to nutrition and cooking has evolved over time. Despite the initial charm that food-related content held for audiences, Endres suggests that the true essence of food—its promotion as an art and a culture—has diluted into mere showcasing for entertainment and marketing purposes.

Endres emphasizes that for many influencers, food has become just a tool for gaining attention and building a lucrative community around specific lifestyles rather than a subject of genuine interest or ethical consideration. Their focus tends to lean more towards glamorizing the food experience rather than fostering a meaningful connection with the actual culinary arts. This shift raises questions about the overall impact of social media on our appreciation for food and cooking skills.

Additionally, she addresses the imposition of a moral narrative surrounding food choices propagated by influencers, urging that this can alienate audiences and complicate the relationship people have with food. With the integration of technology in kitchen practices, including the influence of artificial intelligence, Endres anticipates that a struggle to preserve authentic cultural enjoyment in food will become increasingly necessary as digital trends continue to dominate.