探索与家庭友好型活动相关的数字食品和饮料内容的程度：一项案例研究。
Exploring the extent of digital food and beverage related content associated with a family-friendly event: a case study.
机构信息
School of Epidemiology and Public Health, University of Ottawa, Ottawa, ON, K1N 7K4, Canada.
出版信息
BMC Public Health. 2021 Mar 30;21(1):621. doi: 10.1186/s12889-021-10716-w.
BACKGROUND
Exposure to unhealthy food and beverage content is a contributing factor to the obesity epidemic. Youth are susceptible to unhealthy digital food marketing including content shared by their peers, which can be as influential as commercial marketing. Current Canadian regulations do not consider the threat digital food marketing poses to health. No research to date has examined the prevalence of food related posts on social media surrounding family-friendly events. The aim of this study was to explore the frequency of food related content (including food marketing) and the marketing techniques employed in social media posts related to a family-friendly event in Canada.
METHODS
In this case study, a content analysis of social media posts related to a family-friendly event on Facebook, Twitter, and Instagram was conducted between January to February 2019. Each post containing food related content was identified and categorized by source and food category using a coding manual. Marketing techniques found in each food related post were also assessed.
RESULTS
A total of 732 food and beverage related posts were assessed. These posts were most commonly promoted through Instagram (n = 561, 76.6%) with significantly more individual users (61.5%; p < 0.05) generating food and beverage related content (n = 198, 27%) than other post sources. The top most featured food category was fast food (n = 328, 44.8%) followed by dine-in restaurants (n = 126, 17.2%). The most frequently observed marketing techniques included predominantly featuring a child in the post (n = 124, 16.9%; p < 0.0001), followed by products intended for children (n = 118, 16.1%; p < 0.05), and the presence of family (n = 57, 7.8%; p < 0.0001).
CONCLUSIONS
The present study highlights the proliferation of unhealthy food and beverage content by individuals at a family-friendly event as well as the presence of food marketing. Due to the unfettered advertising found in digital spaces, and that they are largely unregulated, it is important for future policies looking to combat childhood obesity to consider incorporating social media into their regulations to safeguard family-friendly events. General awareness on the implications of peer to peer sharing of unhealthy food and beverage posts should also be considered.
背景
接触不健康的食品和饮料内容是肥胖流行的一个促成因素。年轻人容易受到包括同龄人分享的数字食品营销的影响，这些影响可能与商业营销一样大。目前加拿大的法规没有考虑到数字食品营销对健康的威胁。迄今为止，没有研究调查过社交媒体上与家庭友好型活动相关的食品相关帖子的流行程度。本研究旨在探讨与加拿大一个家庭友好型活动相关的社交媒体帖子中食品相关内容（包括食品营销）的频率和使用的营销技术。
方法
在这项案例研究中，对 2019 年 1 月至 2 月期间在 Facebook、Twitter 和 Instagram 上与家庭友好型活动相关的社交媒体帖子进行了内容分析。使用编码手册根据来源和食品类别对包含食品相关内容的每个帖子进行识别和分类。还评估了每个食品相关帖子中发现的营销技术。
结果
共评估了 732 个食品和饮料相关帖子。这些帖子最常通过 Instagram 发布（n=561，76.6%），与其他帖子来源相比，明显有更多的个人用户（61.5%；p<0.05）生成食品和饮料相关内容（n=198，27%）。最突出的食品类别是快餐（n=328，44.8%），其次是餐厅（n=126，17.2%）。最常观察到的营销技术包括主要在帖子中突出孩子（n=124，16.9%；p<0.0001），其次是针对儿童的产品（n=118，16.1%；p<0.05），以及家庭的存在（n=57，7.8%；p<0.0001）。
结论
本研究强调了在家庭友好型活动中个人发布的不健康食品和饮料内容的扩散，以及食品营销的存在。由于数字空间中的广告不受限制，而且这些空间在很大程度上不受监管，因此，未来旨在对抗儿童肥胖的政策有必要考虑将社交媒体纳入其监管范围，以保护家庭友好型活动。还应考虑对不健康食品和饮料帖子的同龄人分享所带来的影响有一般认识。
Zotero 插件