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Normative, authentic, and altruistic fruit and vegetable consumption as weblog discourses
Author(s) -
Simunaniemi AnnaMari,
Sandberg Helena,
Andersson Agneta,
Nydahl Margaretha
Publication year - 2013
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2011.01058.x
Subject(s) - normative , consumption (sociology) , perception , health benefits , naturalness , psychology , social psychology , sociology , political science , medicine , social science , physics , quantum mechanics , neuroscience , law , traditional medicine
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.