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Media content analysis „Vegan diet“
Project
Project code: BfR-RIKO-08-171001A
Contract period: 01.10.2017
- 31.05.2020
Purpose of research: Inventory & Assessment
Keywords: nutritional behaviour, risk assessment, consumer health information
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. Whether a purely plant-based diet is considered a risk by the population also depends on media coverage. Overall, this has a great influence on the formation of public opinion and therefore on public opinion. Through their reporting, the media determine which topics are important in public discourse (media agenda). They also provide so-called frames (patterns of interpretation) into which a topic is classified, for example by highlighting or omitting certain aspects of it. Within the framework of a media content analysis, the overarching question of how the topic of vegan nutrition is constructed as a concept in mass media discourse, interpreted by the various actors and communicated to the public is to be investigated. Of particular interest is: How and to what extent is vegan nutrition reported in selected German daily and weekly newspapers (including online editions and commentary functions) (frames, topics, article numbers) and which risk and benefit aspects are mentioned by the groups of actors? Based on this knowledge on the media discourses, 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
- Communication Sciences
- Nutritional behaviour
