Hybridizing food cultures in computer-mediated environments: Creativity and improvisation in Greek food blogs

•We analyse the ways in which food blogs influence the evolution of food cultures in computer-mediated environments.•Food blogs provide a unique setting in which to study individual creativity and improvisation, as they make everyday food practices visible, pubic and transmittable.•We propose a cultural framework of human–food interaction (HFI) and apply it to the context of Greek food blogging.•We stress the effects of remediation on hybridisation of disciplines, roles and practices, which in turn lead to individual creative practices in the form of bricolage.

This paper focuses on the ways in which food blogs influence the evolution of food cultures in computer-mediated environments. Food blogs provide a unique setting in which to study individual creativity and improvisation, as they make everyday food practices visible, pubic and transmittable. This paper proposes a cultural framework of human–computer interaction (HCI) and applies it to the context of food blogging. It stresses the effects of remediation on hybridisation of disciplines, roles and practices, which in turn lead to individual creative practices in the form of bricolage. Three case studies of Greek food blogs abroad are analysed to illustrate the proposed framework and to develop research implications for human–food interaction (HFI).