Modern society is going through a strange period of transformation of food habits, which many sociologists and cultural scientists call the “gastronomic renaissance.” However, behind the façade of pretty pictures on social media and endless restaurant reviews, there is a disturbing trend: food has ceased to be just a source of energy and has become a complex ritual that requires worship. This is exactly what singer Shura spoke about, albeit in his own expressive manner, calling not to make a cult out of food. His words, although they sounded shocking, touch on the deep-seated problems of our time, when the process of absorbing food has become more important than the very content of life.
In the digital age, we are seeing how gastronomic fetishism captures the minds of millions of people. Instead of just eating, a person begins to plan dinner as a sacred act: choosing the “right” light, photographing the dish from five angles, waiting for the audience’s approval, and only then, perhaps, starting the meal. This approach creates artificial tension and turns a natural biological need into a source of stress and social pressure. Shura, known for his pragmatic approach to life, only voiced what many feel but are afraid to admit: we have lost the lightness of our relationship with food.
The purpose of this article is to examine in detail why excessive attention to the details of the menu and the composition of dishes can be harmful, and how to regain freedom from the dictates of “food gurus”. We will look at the psychological aspects of overeating meanings, the influence of social networks on our perception of taste and give practical advice on normalizing our relationship with food. It is important to understand that abandoning the cult does not mean neglecting the quality of products, but only returning things to their places: food should delight, not enslave.
Psychology of food perfectionism and imposed standards
The psychological aspect of turning food into a cult is based on a person's need for control and belonging to a group. When real life seems chaotic and unpredictable, strict eating rules, calorie counting, or following fad diets create the illusion of order. Orthorexia - an obsessive desire for healthy eating - becomes one of the forms of such control, where a person is more afraid of eating the “wrong” product than of remaining hungry. This condition narrows your horizons and deprives life of spontaneity, turning every meal into an exam.
Social pressure plays an important role here. Modern culture dictates that a successful person does not just eat, he consumes “superfoods”, knows the difference between farm cheese and mass market cheese, and always visits establishments with Michelin stars. Shura often emphasized in his interviews that such complexity is excessive. Food perfectionism makes us feel guilty for eating a piece of pizza or skipping breakfast, which leads to serious psychosomatic disorders.
In addition, there is the problem of substitution of values. When food takes center stage in conversations, it often masks the absence of other, deeper topics for dialogue. People are afraid of seeming boring if they can’t carry on a conversation about new trends in cooking or rare varieties of coffee. As a result, an environment is formed where gastronomic literacy becomes a mandatory attribute of social status, and not a personal choice.
Social networks: how Instagram killed the taste of real food
The influence of visual platforms on our food culture cannot be overstated. The food porn phenomenon has changed not only the way we photograph food, but also the way we prepare and experience it. Chefs began creating dishes based on their photogenicity rather than their taste. Bright colors, complex designs and smoky effects have become more important than the harmony of tastes. Shura, criticizing the cult of food, actually pointed out this artificiality: when form is more important than content, the process of degeneration is inevitable.
The dopamine reward mechanism on social media makes us seek approval through likes. By posting a photo of the perfect breakfast, a person receives instant gratification, which has nothing to do with satiating the body. This creates a vicious circle where real satisfaction from food is replaced by virtual approval. Digital hunger becomes stronger than the physical one, and the person stops hearing the signals of his own body.
Food Photo Statistics
More than 400 million posts using the hashtag #food appear on Instagram every day. The average time a user spends choosing a filter for a food photo is 3-5 minutes, which often leads to the dish cooling down and losing its taste before the first bite.
The influence of bloggers and influencers also plays a catalyst role. Ad integrations and native promotions give the false impression that certain products are the key to a happy life. The consumer buys not just a yogurt or a candy bar, but a lifestyle that the author conveys. However, behind the glossy picture there is often a marketing gimmick that has no real health or pleasure value.
The myth of “proper” nutrition and the commercialization of health
One of the main driving forces behind the cult of food is the wellness and healthy lifestyle industry. The market is oversaturated with products with the prefix “bio”, “eco”, “organic”, the cost of which is often unreasonably high. Marketers skillfully exploit people's fear of “chemicals” and diseases, creating the image of an enemy in the face of ordinary food products. Shura, as a person far from hypocrisy, has always opposed such imposition, arguing that food should be simple and affordable.
Concept clean eating (clean eating) is often taken to the point of absurdity when any processed food is considered poison. This leads to unnecessary restrictions and micronutrient deficiencies, as a person excludes entire food groups without medical indications. It is important to distinguish between truly unhealthy foods (fast food with trans fats, excess sugar) and simply industrially produced goods that are safe for consumption.
| Product type | Marketing name | Real benefits | Price (relative to analogues) |
|---|---|---|---|
| Milk | Organic, farm | Standard, if there are no production violations | +200-300% |
| Cereals | Gluten free (healthy) | Absent if there is no celiac disease | +150% |
| Water | Structured, lively | Minimal, marketing ploy | +500% |
| Sugar | Coconut, cane | Similar in calories to white sugar | +400% |
The commercialization of health also gives rise to an industry of dietary supplements and superfoods, which are positioned as essential. Goji berries, chia seeds, spirulina are all touted as elixirs of life, although their nutritional value is often exaggerated. Nutritionists warn that a balanced diet of ordinary foods can give the body everything it needs without overpaying for exotic names.
Gastronomic snobbery versus simple pleasure
Gastronomic snobbery is a social disease in which the value of a dish is determined not by its taste, but by the complexity of preparation, the rarity of ingredients or the name of the chef. People are afraid to admit that they like plain buckwheat with cutlet more than foie gras with truffle oil, because it is considered “not prestigious”. Shura, in his statements, often demonstrated a healthy disdain for such conventions, choosing what was pleasant to him, and not what was fashionable.
The simple pleasure of food lies in the ability to enjoy the moment here and now, without regard to the opinions of others. It could be the crunch of a fresh apple, the aroma of hot bread, or the taste of your favorite soup. Sincere taste does not require a complex description or expertly confirmed characteristics. When we stop analyzing every bite for trends, food becomes a source of joy again.
Try having a “day without judgment”: for one day, eat what you want, without thinking about the calorie content, composition or photogenicity of the dish. This will help reset your eating behavior.
The culture of feasting is also undergoing changes. If previously a shared meal was a way of communication, now it often turns into a tasting tour with a lecture on the origin of the products. Conversations are reduced to discussing the texture of meat or the aftertaste of wine, displacing live human interaction. A return to simplicity means that it's the people at the table, not the plates in front of them.
Economic aspect: how much does it cost to be “in trend”
Following gastronomic trends is not only a matter of time, but also significant financial costs. The cost of visiting fine dining restaurants, purchasing rare ingredients and specialized kitchen gadgets can put a dent in any budget. The food fashion industry is built on the principle of planned obsolescence: what was popular yesterday (like avocado or salmon) is now considered commonplace, and we need to look for the next “super food.”
The economic inexpediency of the cult of food is especially noticeable in the example of seasonal products. Buying strawberries in winter or watermelons in spring means not only overpaying significantly, but also consuming a low-quality product, often treated with chemicals for transportation. Seasonality and locality are principles that are ignored in the pursuit of fashion, although they provide the best value for money.
☑️ Check your food budget
Additionally, there is a hidden cost of time. Searching for “that” place, queuing for new products, taking a long time to prepare complex dishes using recipes from the Internet - all these are resources that could be spent on relaxation, development or communication with loved ones. Shura, being a busy artist, probably values his time and understands that life should not be reduced to an endless search for the perfect dinner.
How to stop making food a cult: practical steps
Getting rid of a food cult is a process that requires awareness and work on your habits. The first step is to stop idealizing food. It won't save you from loneliness, won't solve life's problems, and won't make you a better person. It is simply fuel and a source of pleasure, but not the meaning of existence. Demystification The nutritional process will help reduce stress.
The second step is the development of mindful eating. This is a practice in which you focus on the process of eating, feeling the taste, smell and texture, but without unnecessary analytics. Eat slowly, away from your phone and TV, and listen to your satiety cues. This allows you to get more satisfaction from less food and reconnect with your body.
⚠️ Attention: A sharp refusal of all food rules can lead to chaos in nutrition. Move gradually, replacing rigid restrictions with flexibility and common sense.
The third step is broadening your horizons. Be interested in other aspects of life: art, sports, science, travel. When life is filled with a variety of experiences, food naturally takes its rightful place - a place of important, but not the only pleasure. Shura shows by his example that you can be a bright personality without tying your identity to a plate of food.
Freedom from the cult of food lies in the ability to choose a simple sandwich instead of an expensive dinner if that’s what you want at the moment, and not feel guilty or proud about it.
Finally, it is important to learn to distinguish between physical and emotional hunger. Often we “eat” stress, boredom or loneliness, giving food the function of a psychotherapist. Finding other ways to work with emotions - sports, hobbies, communication - reduces dependence on food doping and makes your relationship with food healthier and calmer.
Frequently asked questions (FAQ)
Is it true that giving up the cult of food will lead to weight gain?
No, this is a common misconception. On the contrary, relieving psychological stress and switching to conscious eating often helps normalize weight, as breakdowns and compulsive overeating caused by prohibitions disappear.
How do I explain to my friends that I don't want to go to a fancy restaurant?
Be honest and simple. Say you want a quiet environment or a home-cooked meal. True friends will understand your choice, and if not, you may not be on the same path with such people. Offer an alternative, such as a picnic or meeting at home.
Is the love of cooking a form of cult?
The love of cooking is creativity and a hobby if it brings joy and does not become an obsession. The cult begins where the cooking process becomes more important than the result and takes up all free time, turning into a duty.
Is it possible to enjoy expensive food without becoming a snob?
Of course. Enjoying quality products is normal. Snobbery is an attitude of superiority towards those who eat easier, and the imposition of one’s standards on others. The main thing is to remain human with any glass in your hand.
What did Shura mean when he spoke about the cult of food?
Shura criticized the excessive attention that modern society places on food, turning it into the main topic of conversation and a source of status. He called for simplicity, sincerity and the understanding that there are things more important than what is on the plate.