Blogging about fruit and vegetables: a qualitative study on bloggers' motives and blogger ideal types
2010 (English)Conference paper (Other academic)
Background: The internet is an increasing channel for nutritional health communication among both health professionals and lay public. However, knowledge about how fruit and vegetables (F&V) are presented on lay-public weblogs is lacking. Understanding this may help to develop strategies for promoting F&V consumption and to use online media to communicate with different groups.
Aim: To examine a sample of non-commercial Swedish weblogs with F&V related content in order to understand the nature of the weblog. Further, the aim was to gain more knowledge on the producers (the bloggers) behind them, as well as to understand their purposes for blogging on this topic.
Method: A sample of weblogs (n=50) were selected from the Google searches according to predetermined inclusion criteria. A qualitative content analysis with an abductive approach was performed.
Results: The majority of the bloggers presented themselves as women, and about one third assigned their age (range 17- >50yrs). Two dimensions appeared in the F&V related blog texts: source of experience (lived or mediated experience) and level of influential purposes (active or passive). Based on these two dimensions, four F&V blogger ideal types were identified: the Persuader, the Authority, the Exhibitionist, and the Mediator. Writing about personal F&V related experiences with one’s personal life in focus (the Exhibitionist ideal type) was most typical for female bloggers, whereas the men were more spread over different ideal types. As a conclusion, F&V are presented in weblogs both for self-expressing and dietary influential purposes. Women seem to be more active F&V bloggers and they blog about lived experiences close to personal and household level. These findings are in line with earlier studies among bloggers in general. These results show that modern health communication is a part of online media. This may indicate that media could also be used in professional health communication.
Place, publisher, year, edition, pages
fruit and vegetables, blogger, ideal type
Research subject Domestic Sciences
IdentifiersURN: urn:nbn:se:uu:diva-124635OAI: oai:DiVA.org:uu-124635DiVA: diva2:317824
QMSH 10, 6th Nordic Interdisciplinary Conference on Qualitative Methods in the Service of Health, May 2-4, 2010, Uppsala, Sweden