Social media in food risk and benefit communication

Abstract

The overall objective of this doctoral thesis was to contribute to a better understanding of the role social media can fulfil for the communication of food-related risks and benefits. Social media is the collective name for a number of online applications, including social networks, video- and picture-sharing websites, blogs, and microblogs, that allow users to generate and share information online. As a consequence users now control how information is found and used instead of the producers. New levels of public engagement have emerged ranging from passive information acquisition through one’s social network to active deliberation with communicators. The research is based on data which were collected through four consecutive studies with qualitative, quantitative and experimental research designs. The outcome indicated that particularly a younger audience appreciates social media to acquire and seek information about food risks and benefits. Social media can act as a complementary information channel, but is not seen as a substitute for traditional or online media. Additionally, actively engaging consumers in discussion about food risks and benefits can lead to better informed consumers. Although the use of social media will not be the answer for all communication difficulties, its advantages such as the accessibility, speed and interaction cannot be ignored to improve food risk and benefit communication