Department of Human Nutrition, Faculty of Life Science, University of Copenhagen, Rolighedsvej 30, 1958 Frederiksberg C, Denmark.
Appetite. 2010 Apr;54(2):274-81. doi: 10.1016/j.appet.2009.11.011. Epub 2009 Nov 26.
Studies of the public perception of specific food qualities often report conflicting findings, and it is well known that actual market behaviour frequently deviates from the perceptions of food quality expressed in interviews or surveys. Rather than treating these kinds of disparity as the result of data being self-contradictory, this paper, which builds on sociological theories and an empirical study, suggests that the concept of context can contribute to a better understanding of the threatened paradoxes. First, the paper introduces and discusses context as a theoretical and methodological approach in studies of public perceptions of food quality. Second, a case study of the importance of different contexts for Danish public perceptions of meat quality is reported. The study involved a series of focus-group interviews with Danes. Its results demonstrate that public concerns about meat quality vary, depending on whether they relate to meat in an everyday context or production context. It is concluded that the deployment of context as a methodological and interpretive frame improves our understanding of disparities in the reporting of public perceptions of food qualities.
对公众对特定食品质量的看法的研究经常报告相互矛盾的发现，而且众所周知，实际的市场行为经常偏离在访谈或调查中表达的对食品质量的看法。本文基于社会学理论和实证研究，建议将这种差异视为语境的概念可以更好地理解受到威胁的悖论，而不是将其视为数据自相矛盾的结果。首先，本文介绍并讨论了语境作为研究公众对食品质量看法的理论和方法途径。其次，报告了一项关于不同语境对丹麦公众对肉类质量看法重要性的案例研究。该研究涉及对丹麦人的一系列焦点小组访谈。研究结果表明，公众对肉类质量的关注因涉及日常语境还是生产语境而有所不同。研究结论认为，将语境作为一种方法和解释框架的运用可以提高我们对报告公众对食品质量看法差异的理解。
