Emerging adults’ food media experiences: Preferences, opportunities, and barriers for food literacy promotion

Lauranna Teunissen; Isabelle Cuykx; Paulien Decorte; Heidi Vandebosch; Christophe Matthys; Sara Pabian; Kathleen Van Royen; Charlotte J. S. De Backer

Emerging adults’ food media experiences: Preferences, opportunities, and barriers for food literacy promotion

Lauranna Teunissen, Isabelle Cuykx, Paulien Decorte, Heidi Vandebosch, Christophe Matthys, Sara Pabian, Kathleen Van Royen, Charlotte J. S. De Backer

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Abstract

This study aims to understand how and why emerging adults come into contact with food media messages, and what they perceive as positive and negative outcomes related to food literacy. Seven focus groups, stratified by gender and socio-economic status, with 37 emerging adults aged between 18 and 25 were conducted. Photovoice was used to reflect on participants’ real-life food media experiences. Findings reveal that food media consumption is a combination of actively searching and incidentally encountering. The results suggest that food media messages attract emerging adults’ attention by bringing content in an entertaining, engaging, and appealing way, and featuring popular food personalities. Finally, food media messages were perceived to both enhance and distort food literacy. The results show how food media messages for food literacy interventions can be designed in order to attract emerging adults’ attention and fulfill their specific needs.

Original language	English
Pages (from-to)	1-26
Number of pages	26
Journal	Communications: The European Journal of Communication Research
Early online date	15 Mar 2023
Publication status	Published - 15 Mar 2023

Keywords

Adolescence
Consumption
Cooking Skills
Gratifications
GRATS 2.0
HEALTH
Impact
Intervention
Social Media
Television
Emerging Adults
Focus Group
Food Literacy
Food Media

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Emerging adults’ food media experiences Preferences, opportunities, and barriers for food literacy promotionFinal published version, 262 KBLicence: Taverne

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title = "Emerging adults{\textquoteright} food media experiences: Preferences, opportunities, and barriers for food literacy promotion",

abstract = "This study aims to understand how and why emerging adults come into contact with food media messages, and what they perceive as positive and negative outcomes related to food literacy. Seven focus groups, stratified by gender and socio-economic status, with 37 emerging adults aged between 18 and 25 were conducted. Photovoice was used to reflect on participants{\textquoteright} real-life food media experiences. Findings reveal that food media consumption is a combination of actively searching and incidentally encountering. The results suggest that food media messages attract emerging adults{\textquoteright} attention by bringing content in an entertaining, engaging, and appealing way, and featuring popular food personalities. Finally, food media messages were perceived to both enhance and distort food literacy. The results show how food media messages for food literacy interventions can be designed in order to attract emerging adults{\textquoteright} attention and fulfill their specific needs.",

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note = "Funding Information: This research was funded by The Research Foundation Flanders (FWO) under grant number G047518N, and Flanders Innovation & Entrepreneurship (VLAIO) under grant number HBC.2018.0397. The study design, collection, analysis, and interpretation of the data, the writing of the article, and the decision to submit the paper for publication do not reflect the views of these funding agencies. Publisher Copyright: {\textcopyright} 2023 Walter de Gruyter GmbH, Berlin/Boston 2023.",

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AU - Teunissen, Lauranna

AU - Cuykx, Isabelle

AU - Decorte, Paulien

AU - Vandebosch, Heidi

AU - Matthys, Christophe

AU - Pabian, Sara

AU - Van Royen, Kathleen

AU - De Backer, Charlotte J. S.

N1 - Funding Information: This research was funded by The Research Foundation Flanders (FWO) under grant number G047518N, and Flanders Innovation & Entrepreneurship (VLAIO) under grant number HBC.2018.0397. The study design, collection, analysis, and interpretation of the data, the writing of the article, and the decision to submit the paper for publication do not reflect the views of these funding agencies. Publisher Copyright: © 2023 Walter de Gruyter GmbH, Berlin/Boston 2023.

PY - 2023/3/15

Y1 - 2023/3/15

N2 - This study aims to understand how and why emerging adults come into contact with food media messages, and what they perceive as positive and negative outcomes related to food literacy. Seven focus groups, stratified by gender and socio-economic status, with 37 emerging adults aged between 18 and 25 were conducted. Photovoice was used to reflect on participants’ real-life food media experiences. Findings reveal that food media consumption is a combination of actively searching and incidentally encountering. The results suggest that food media messages attract emerging adults’ attention by bringing content in an entertaining, engaging, and appealing way, and featuring popular food personalities. Finally, food media messages were perceived to both enhance and distort food literacy. The results show how food media messages for food literacy interventions can be designed in order to attract emerging adults’ attention and fulfill their specific needs.

AB - This study aims to understand how and why emerging adults come into contact with food media messages, and what they perceive as positive and negative outcomes related to food literacy. Seven focus groups, stratified by gender and socio-economic status, with 37 emerging adults aged between 18 and 25 were conducted. Photovoice was used to reflect on participants’ real-life food media experiences. Findings reveal that food media consumption is a combination of actively searching and incidentally encountering. The results suggest that food media messages attract emerging adults’ attention by bringing content in an entertaining, engaging, and appealing way, and featuring popular food personalities. Finally, food media messages were perceived to both enhance and distort food literacy. The results show how food media messages for food literacy interventions can be designed in order to attract emerging adults’ attention and fulfill their specific needs.

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KW - Food Media

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Emerging adults’ food media experiences: Preferences, opportunities, and barriers for food literacy promotion

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