“Everywhere You Look, You’ll Find Food”: Emerging Adult Perspectives Toward the Food Media Landscape
Decorte,Paulien Cuykx,Isabelle Teunissen,Lauranna Poels,Karolien Smits,Tim Pabian,Sara Van Royen,Kathleen De Backer,Charlotte J. S.
Decorte,Paulien
Cuykx,Isabelle
Teunissen,Lauranna
Poels,Karolien
Smits,Tim
Pabian,Sara
Van Royen,Kathleen
De Backer,Charlotte J. S.
Abstract
This study explores what emerging adults value in food media, i.e. food-focused content and personae in media. Emerging adults (18–25) are an important target group for food media as they transition toward nutritional independence and consume media substantially. Seven semi-structured focus groups were conducted with thirty-seven Belgian participants. Thematic analysis revealed three themes (hedonism, ability, information) grouping nine subthemes (entertainment, sensory appeal, convenience, familiarity, cost, autonomy, education, health and fitness, and innovation) characterizing emerging adults’ food media experiences. Incidental exposure and interpersonal influences also mark their food media consumption. This demonstrates food media’s interwovenness in emerging adults’ media habits. Further research should consider these themes and complexities, including their potential impact toward food-related habits and media use.
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Publisher Copyright: © 2021 Taylor & Francis Group, LLC.
Date
2021-10-31
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Research Projects
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Keywords
Emerging adults, consumer behavior, focus group, food media, media habits
Citation
Decorte, P, Cuykx, I, Teunissen, L, Poels, K, Smits, T, Pabian, S, Van Royen, K & De Backer, C J S 2021, '“Everywhere You Look, You’ll Find Food” : Emerging Adult Perspectives Toward the Food Media Landscape', Ecology of Food and Nutrition. https://doi.org/10.1080/03670244.2021.1982711