Have you ever stopped to wonder how long we have been a part of a culture that shapes how we eat, how we look and how we feel about ourselves? We call it “Diet Culture” now, a term that’s gained attention over the last few years. In earlier generations, people worked hard physically and to nourish their bodies. The food they consumed was naturally burned through daily labor. There was no concern about the appearance. The prime aim was to be healthy. Fast forward to today, we want to be perfect in all ways. Especially when it comes to body image. Social media has magnified this obsession. Praises are many for fitting into a certain mold. Individuals are still made to feel uncomfortable based on their skin and kids grow up with stress around being either too lean or too healthy. Why do we chase hollow validation than self acceptance and health from within.

Dieting, once a private choice, has now become a public performance. Social media platforms are filled with influencers flaunting different types of diets and unrealistic lifestyles. It's a fantasy to follow such fancy diets and keep posting images. This promotes a harmful cycle that is indulgence in fast food followed by extreme dieting. We know that eating a balanced home cooked meal plan will help to lose weight instead of following the western pattern. For the majority today food is either a guilty pleasure or a badge of discipline.

Technology has played a major role in reshaping our food culture. Food delivery apps like Zomato and Swiggy have made fast food more accessible than ever. For the younger generation: the so called “New Gen” instant gratification is the norm. If they don't get what they want at home, they simply order it online. Convenience has taken priority over health.

The food culture has changed. An important reason for this scenario is social media influence. The influencers are promoting new restaurants as well as new food menus attracting people and making them want to try these "delicacies." We've noticed a surge in fast-food restaurants and junk food consumption.

What’s worrying is how junk food has become a celebrated part of youth culture, even when statistics show a concerning decline in healthy eating habits.

The statistics are eye-opening. The generation is eating more junk than healthy meals, proclaiming it as their freedom and celebration. Their motto is "Eat, Celebrate, Repeat." They find it difficult to imagine life without food. While we respect everyone's freedom to eat. Eating has become a major pastime.

While we and our ancestors saw food as medicine, today's generation considers it an expression of self-thought, influenced more by social trends than nutritional needs. Good food was once medicine, but now it's a mystery due to the way we buy food from outside. None of us can imagine that the food we buy is tasteless. However, the generation eats this food as if it's nectar, poisoning their bodies. Once, food was valued for its ability to heal. Now, that clarity is blurred by packaging, marketing, and social media filters.

Diet culture as it exists today is less about health but more about the image. It has pushed us to the extremities of food status. Self worth is often tied to how well we conform to the societal idea of “fitness.” Eating mindfully is the source of true fitness. Food should be enjoyed without guilt and most importantly we should love our bodies without condition. Food should not be a battle ground for acceptance. Lets stop feeding the image.

Ms. Divya K. M.

Assistant Professor of English.

Girideepam Institute of Advanced Learning.

Kottayam