Sensory Overload: Cultural Implications Surrounding ASMR Sub Genres

By Rita Walsh

The concepts surrounding sound study are inherently fluid and open to interpretation. The field of sound study is relatively new, and researchers are now beginning to explore the cultural implications of sounds and soundscapes. Initially, sound study collaborators explored the dynamics between man and the sounds within his environment. Acoustic ecologist R. Murray Schafer, who is often referenced as the "Father of Sound Study," is widely known for his analysis of the soundscapes of Canada. Within his book The Soundscape: Our Sonic Environment and the Tuning of the World, Schafer discusses the relationship between man and sound, and the development of soundscapes throughout the world. One of Schafer’s most notable works in sound study is his Soundscapes of Canada, in which he recorded audio of general soundscapes throughout a variety of landscapes in Canada, and played them on the radio to give citizens an inside look into the sounds that define their nation. This work allowed Canadians to feel a sense of unity and identity within their nation, and explored the diversity of sound dynamics throughout the country. Following Schafer’s sound study of landscapes, many researchers and ethnographers have narrowed their scope of investigation towards sound media, and the cultural implications that come from differing modes of representation. 

Stemming from the technological boom that the world has experienced within the past few decades, countless new modes of entertainment have been instituted into the technological soundscape. One such outlet is the audiovisual genre of ASMR. ASMR, which stands for autonomous sensory meridian response, involves videos isolating certain sounds to evoke heightened sensory stimulation. As ASMR has gained popularity, the content matter has diversified into multiple sub genres including sleep therapy, hygiene, and both the production and consumption of different foods.

While ASMR began as a tool for auditory relaxation and a source of sensory stimulation, it has evolved into a source of cultural representation and a therapeutic outlet for many. Mukbang, one of the newest [waves] in trends for ASMR,” originated from Korea, and involves the consumption of traditional Korean dishes. While Mukbang was not considered ASMR until it reached the United States, the conventions involved in Mukbang videos follow those of traditional ASMR. Within his article Mukbang Cooks, Chews, and Heals, David Lee discussed the cultural implications surrounding Mukbang, beyond the scope of sensory stimulation.

The subset of ASMR videos that center around the production and/or consumption of food is rapidly gaining popularity. As referenced earlier within Lee’s analysis of Mukbang ASMR, culinary ASMR has a wide array of functions, specific to the individual audience. Some enjoy these videos for the soothing sounds produced by chewing food directly in front of a microphone, while others enjoy it as a connection to their homeland when in a foreign place. While this genre of ASMR has been adapted by many to include foods from other places around the world, it originally began as a representation of Korean culture. Many use these videos as a connection to their home, as a way to placate homesickness or evoke nostalgia. Lee describes a personal experience in which he used Mukbang videos to appease his appetite before a surgery. With this idea in mind, it may be beneficial to investigate the role of food ASMR in treating eating disorders such as binge eating, or contrarily, the potential role of these videos in facilitating anorexia, in that viewers may abstain from eating through satisfying their craving visually and aurally, rather than physically. While many find Mukbang to be soothing, or even satisfying, some uphold a certain disgust for this genre of ASMR. The sounds of slurping, or the unfamiliar dishes, bring discomfort to some who view these videos. However, Mukbang videos are not the only source for culinary ASMR. 

Almazan Kitchen, an ASMR channel from YouTube, depicts videos within the wilderness of the Balkan Peninsula in Serbia. The creators, Boki and Alex Almazan, began making these videos with the intention to share their passion for simple, delicious food, and to expose the world to some traditional Serbian dishes. Almazan videos are always done outside, among nature. The sounds of animal calls and a flowing creek can be heard in the background of every video, when the sounds of cooking subside. Their videos center around natural recipes and traditional cooking methods, which evoke strong nostalgic sensations from the audience. Some consider the sound of cooking to be soothing, as it reminds them of their childhoods. 

“We look for the food we have been eating as a species long enough so that it has formed us and our taste at the genetic level during the evolution. Therefore, we turn back to main ingredients that have been neglected, such as fire, different biosystems of microbial cultures, ancient techniques of food preparation, whereas the ritual, atmosphere and above all, passion, are necessary”

Unlike the creators of Mukbang videos, Almazan does not speak in his videos, or even really show his face. He allows the sounds of his tools and ingredients to permeate the soundscape, only to be met with the sounds of nature around him. The sensation that his silence evokes is powerful, in that the audience can essentially relate to his isolation within nature and the self-reflection that comes from that isolation. In tandem with the idea of preparing and consuming an organic meal, Almazan conveys some of the most primordial aspects of the human condition. Viewers can feel an elevated connection to nature from their food, or at least from the food in the videos, in that the ingredients come from the habitat in which he is cooking. While he never specifies his location or the origin of the meals he prepares, the beauty and tranquility of his surroundings inspires many to investigate his origin, which promotes the innate beauty of the Serbian countryside. The natural ingredients and traditional cooking methods employed in these videos provide an indirect representation of Serbian identity, in that many relate their own cultural identity to the natural landscape and food of their nation.

So what makes Almazan’s videos more appealing to some than traditional Mukbang videos? Is it the fresh ingredients he uses, in tandem with natural cooking methods? Is it the contribution of the natural world into the cooking process that evokes such strong feelings of satisfaction? I believe that these questions cannot be answered simply, that is, there are a vast array of interpretations unique to the individual audience. The study and interpretation of phenomena such as these cannot produce definitive analyses of the effects of ASMR on populations, however, we can begin to investigate the role that these videos play in modern cultures, and the variety of intentions the creators of these videos have towards their audiences. 

The main objective of this sound study was to determine the connotations that stem from differing ASMR genres, and how they tie into a person’s identity. The relationship between Mukbang and Almazan’s Kitchen is complex. They both depict imagery of food that can produce sensations of nostalgia, or curb/heighten appetites. Some may watch a Mukbang video and feel disgust from the sounds of chewing, while others may feel great comfort and physical satisfaction from the sound. Some may watch Almazan cooking in the woods and feel terror towards the unknown creatures that dwell within nature, while others feel intense relaxation within the presence of the natural world. The complexity of this analysis revolves around the diverse interpretations surrounding ASMR, especially food ASMR. Videos such as these can produce feelings of isolation, along with notions of camaraderie. They can express national pride and identity, while promoting the fusion of different cultures. As the field of ASMR and sound study develops, the implications of these phenomena will become more reflective of cultural identity.