Theories
Bauman's Identity Theory:
The majority (normal people) try to emulate the behaviours of the elite (celebrities) and they believe that if they act in the same way that is portrayed by them via social media they will become an elite. In this way social media acts like a news outlet, giving the mass information on the elites by involving them in their lives and giving them the belief that they can be like them. This is particularly easy through food as the mass believe that if they eat/have the same lifestyle as these celebrities then they will become as successful as them and food is a very easy way to re-create this as it requires little effort or money. Celebrities identify this as a market, showing their lives in a positive way through filtering what is seen to the public and therefore selling them a perception of their life that is often not real.
Panopticism:
People behave in a certain way as they believe they are being watched and therefore alter their behaviour to what is different from normality to be perceived in a certain way. This can be applied to the 'fad' side of a gluten free lifestyle where the people perceive that society is influencing them. By society putting pressures on people, but done very indirectly, people are influenced to behave differently due to their unconscious thoughts. People are being fed information from one source (being the light from the prison tower) and feel that their decisions are completely down to them in order to feel control of themselves they behave differently such as eating a certain way because it is what the light is perpetuating to them. This light may not be directed at them but they will interpret it how they want in order to feel accepted.
This theory can also go the other way in a more negative way as they feel alone and judged in society for their beliefs. This light would be the pressure from people in society who have pre conceived notions about them and therefore feel under pressure to conceal this part of them to act like a part of the community like everyone else. This causes resentment and deep emotional trauma.
Gothman
The majority (normal people) try to emulate the behaviours of the elite (celebrities) and they believe that if they act in the same way that is portrayed by them via social media they will become an elite. In this way social media acts like a news outlet, giving the mass information on the elites by involving them in their lives and giving them the belief that they can be like them. This is particularly easy through food as the mass believe that if they eat/have the same lifestyle as these celebrities then they will become as successful as them and food is a very easy way to re-create this as it requires little effort or money. Celebrities identify this as a market, showing their lives in a positive way through filtering what is seen to the public and therefore selling them a perception of their life that is often not real.
Panopticism:
People behave in a certain way as they believe they are being watched and therefore alter their behaviour to what is different from normality to be perceived in a certain way. This can be applied to the 'fad' side of a gluten free lifestyle where the people perceive that society is influencing them. By society putting pressures on people, but done very indirectly, people are influenced to behave differently due to their unconscious thoughts. People are being fed information from one source (being the light from the prison tower) and feel that their decisions are completely down to them in order to feel control of themselves they behave differently such as eating a certain way because it is what the light is perpetuating to them. This light may not be directed at them but they will interpret it how they want in order to feel accepted.
This theory can also go the other way in a more negative way as they feel alone and judged in society for their beliefs. This light would be the pressure from people in society who have pre conceived notions about them and therefore feel under pressure to conceal this part of them to act like a part of the community like everyone else. This causes resentment and deep emotional trauma.
Gothman
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