Fast food and fast games

Purpose The purpose of this paper is to understand how food is used to create identity and community for gamers during core rituals. These meanings are to be explored within the broader context of subcultural experience in an investigation of the motives and the self‐concept dynamics underlying this symbolic consumer behaviour. Design/methodology/approach This paper uses an interpretive research strategy and adopts a multi‐method ethnographic approach that includes: netnography: multiple, in‐depth, ethnographic interviews; and prolonged participant observation. Interview informants are young Irish subcultural members aged between 18 and 23. Data analysis proceeds according to a constant comparative method. Findings The findings suggest that the social gaming ritual, when intersected with food, is closely linked to issues of identity, community, fantasy and escape, gustatory rebellion and prolonged hedonism. Commensality during the core social gaming ritual contributes to a sense of communitas, while the “junk” nature of the shared food products helps to manufacture the hedonism of the event. The social ritual then is sovereign and bound by its own subcultural parameters, which oppose mainstream culture's norms and dietary regulations. From its role in helping to create a Utopian and rebellious experience, food is then leveraged as part of the gamers' collective identity. Practitioner implications of the results are discussed. Originality/value This paper investigates contemporary food consumption behaviour within a postmodern community. The main contribution pertains to providing an insight into a previously neglected group of food consumers.