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Social Media Monitoring „Vegan Diet“
Project
Project code: BfR-RIKO-08-171001B
Contract period: 01.10.2017
- 31.12.2019
Purpose of research: Public relations
Keywords: social media monitoring, vegan diet
A growing proportion of the population is opting for a vegan diet and is thus forgoing all food of animal origin. This form of nutrition is said to have positive effects on health, such as a lower cholesterol level and a lower risk of cardiovascular diseases. In addition, it is often linked to an overall healthy lifestyle with sporting activity and low alcohol or nicotine consumption. Nevertheless, there are also possible health risks from possible nutrient deficiencies to which pregnant women, nursing mothers, infants and small children in particular can react sensitively. A qualitative survey of the BfR within the scope of focus groups has shown that vegans are generally well informed about risks and usually take dietary supplements. According to representative inquiries to information about the vegane nourishing way is referred mainly over relevant forums, Blogs and Websites. With the help of social media, online communication today is simple and fast, so that information on supplements, recipes, vegan supermarkets and products, clothing, etc. can be easily exchanged. In addition, there are influencers and bloggers within the vegan community who have a certain opinion on the topic and make it public through the social media channels. With the help of a social media analysis, public discourses on vegan nutrition are to be identified. Within the framework of social media analysis, the overarching question of how vegan nutrition is presented in the social media, linguistically occupied by the various actors and communicated to the public is to be investigated. To this end, the most frequently used social media platforms are analysed. A goal is it to represent current trends, opinions and discussions about vegane nutition. The focus is on central opinion leaders, so-called influencers or bloggers, who deal intensively with the topic. Based on this knowledge of the online discourse in social media, the study develops recommendations for risk communication. The findings are used to make risk communication more target-group-oriented and effective and to enhance the BfR's participative dialogue with various stakeholders from science, business, politics, the media, associations, non-governmental organisations and consumers.
Section overview
Subjects
- Nutritional behaviour
