21 pages, Because mothers are the primary grocery shoppers for most households, they play a fundamental role in the food their families eat. As such, it is important to understand their perceptions of potential sources of food safety and nutrition information. This study surveyed young mothers (i.e., 18-40 years old) across the United States to assess their awareness, knowledge, and trust of celebrities and social media influencers who communicate about food-related topics. The list of celebrities and influencers consisted of TV chefs, celebrities and influencers who espouse favorable viewpoints of food and agriculture, and celebrities and influencers who espouse more alternative viewpoints of food and agriculture. Respondents were usually more aware and knowledgeable of the celebrities and chefs than the influencers. They also generally trusted the TV chefs the most. There tended to be small-to-medium positive correlations between a respondents’ knowledge of a celebrity/influencer and their trust of that celebrity/influencer but not all were statistically significant. Communicators looking to influence the largest number of people would benefit more from working with celebrities, but social media influencers could still play a role in campaigns that target specific online communities where the influencers’ values align with community members. More research is recommended to expand to other audiences, as well as assessing other celebrities and influencers. Research can also address how consumers use social media to get food-related information, how trust could be affected by communication using different social media platforms, and content analyses of food-related communication by celebrities and influencers on social media outlets.
Hartman, Terryl (author), Kushi, Lawrence H. (author), McCarthy, Pamela (author), Schuster, Ellen (author), and Division of Epidemiology, University of Minnesota School of Public Health, Minneapolis, MN
Format:
Conference paper
Publication Date:
1994
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 97 Document Number: C07889
Notes:
James F. Evans Collection, Ham, Mimeographed, 1994. 1 p. Presented at the Society for Nutrition Education, Portland, OR, July 16-20, 1994., The more educated, higher income segment of the US population has experienced a marked decline in cardiovascular disease (CVD) rates. This decline has been more limited for those with a lower socioeconomic status, lower occupational status, lower educational attainment, or those who are members of disadvantaged minority groups. One of the reasons for this difference may be the need for appropriate educational materials or programs for CVD prevention for these segments of the population. A project to develop and evaluate a nutrition education program for women with limited literacy skills is aimed at addressing his need. We conducted 18 focus groups with the target population to determine their interests and needs. From their responses, we developed the "Help Yourself to Health" program, an innovative 9-session program that delivers simple, practical, and relevant behavioral nutritional messages in fun and entertaining ways. Sessions feature attention-getting activities and unique incentives like measuring spoons, magnets, and cookbooks. All sessions are pamphlet-free. The program is currently being evaluated in three urban Minnesota counties with the Expanded Food and Nutrition Education Program. Since the mean literacy level in the U.S. is at or below the eighth grade reading level, nutritionists working with clients in any area will find the philosophy, activities, and materials of this program thought-provoking and useful.
