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Normative, Authentic and Altruistic Fruit and Vegetable Consumption as Weblog Discourses
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Food, Nutrition and Dietetics.
Lunds universitet, Lund University.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Food, Nutrition and Dietetics.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Food, Nutrition and Dietetics.
2013 (English)In: International Journal of Consumer Studies, ISSN 1470-6423, E-ISSN 1470-6431, Vol. 37, no 1, 66-72 p.Article in journal (Refereed) Published
Abstract [en]

The Internet is a growing information and communication channel for health- and diet-related issues. Keeping updated on the fruit- and vegetable-related (F&V) discourses among laypeople is important for health communicators in order to promote F&V consumption through tailored health messages. The aim of the present study was to identify F&V-related discourses in weblogs that were maintained, obviously, to influence diet. A theoretically chosen sample of weblogs were analysed applying critical discourse analysis. The analysis showed three partly overlapping F&V-related discourses: (1) normative consumption with a focus on single nutrients and physiological mechanisms; (2) authentic consumption with a desire for naturalness; and (3) altruistic consumption where ethical responsibilities are enhanced. Bloggers have clear perceptions on ideal F&V consumption, but it is a challenge for the reader to make a synthesis of the discourses presented. Filtering contradictory instructions requires health literacy, which may need more support from dietetic professionals.

Place, publisher, year, edition, pages
2013. Vol. 37, no 1, 66-72 p.
Keyword [en]
Critical discourse analysis, dietetic communication, fruit and vegetables, health communication, weblogs
National Category
Medical and Health Sciences
Research subject
Food, Nutrition and Dietetics
Identifiers
URN: urn:nbn:se:uu:diva-156980DOI: 10.1111/j.1470-6431.2011.01058.xISI: 000313692200009OAI: oai:DiVA.org:uu-156980DiVA: diva2:433983
Available from: 2011-08-12 Created: 2011-08-12 Last updated: 2017-12-08Bibliographically approved
In thesis
1. Consuming and Communicating Fruit and Vegetables: A Nation-Wide Food Survey and Analysis of Blogs among Swedish Adults
Open this publication in new window or tab >>Consuming and Communicating Fruit and Vegetables: A Nation-Wide Food Survey and Analysis of Blogs among Swedish Adults
2011 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

The aim of this thesis was to investigate fruit and vegetable (F&V) consumption among Swedish adults and to use F&V-related perceptions for audience segmentation. Further, the aim was to identify motives and approaches of F&V bloggers, as well as to analyze F&V-related online discourses.

F&V consumption and related perceptions were surveyed using a questionnaire among a random sample of Swedish adults (18-84y; final response rate 51%; n=1 304). F&V consumption was measured using a self-administered pre-coded 24-h recall and FFQ. The average consumption was close to the recommendations. Women in general and men born outside Sweden as well as the physically active respondents consumed the most F&V. The respondents were divided into two clusters based on their F&V-related perceptions. Positive cluster with more women and higher mean age consumed more F&V, whereas Indifferent cluster experienced more practical, habitual as well as external problems with F&V consumption. Cluster analysis is an example of audience segmentation for communicative purposes.

A sample of 50 lay-people blogs with F&V-related content were analyzed with a qualitative content analysis. Two-dimensional categories – level of dietary influential purpose and source of experience – were used to identify blogger ideal types. Exhibitionist with a passive level of dietary influence and lived experiences was the most common type. Persuaders use lived experiences to actively influence their readers, whereas Authorities try to influence mediating others’ experiences. The Mediator is described as a neutral observer. Understanding the role of blogs in everyday communication is important for targeting health messages. A critical discourse analysis was applied to Persuader bloggers’ texts (n=12). Three F&V-related discourses were identified: normative consumption, authentic consumption and altruistic consumption. This analysis is useful for the last process of dietetic communication, namely tailoring the messages.

The present four studies approach dietetic communication processes from a research perspective. However, a further step might be to apply these to a health promotion initiative starting from an identified diet-related problem (e.g. low F&V consumption) through audience segmentation (e.g. through cluster analysis) and targeting a relevant channel (e.g. through blogs) finally to tailor the message (e.g. findings from discourse analysis).

Place, publisher, year, edition, pages
Uppsala: Acta Universitatis Upsaliensis, 2011. 73 p.
Series
Digital Comprehensive Summaries of Uppsala Dissertations from the Faculty of Social Sciences, ISSN 1652-9030 ; 70
Keyword
fruit and vegetables, 24-h recall, food frequency questionnaire, discourse analysis, cluster analysis, communication, blogs
Research subject
Food, Nutrition and Dietetics
Identifiers
urn:nbn:se:uu:diva-156978 (URN)978-91-554-8124-7 (ISBN)
Public defence
2011-09-30, B21, BMC, Husargatan 3, Uppsala, 13:00 (English)
Opponent
Supervisors
Available from: 2011-09-09 Created: 2011-08-12 Last updated: 2011-11-03Bibliographically approved

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Simunaniemi, Anna-MariAndersson, AgnetaNydahl, Margaretha

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