An Exploratory Study
of the Use of Food Bloggers
as Organic Food Promoters.

ORGANIC FOOD BLOGGING

Caroline C. Alsted & Kristina H. M. Jensen
Integrated Food Studies, AAU-CPH, Spring 2017

Caroline C. Alsted & Kristina H. M. Jensen
Integrated Food Studies, AAU-CPH, Spring 2017

Summarization

  • The state's organic 2020 plan
  • How can food bloggers be used to mediate organic food 
  • Connection between Social Media/bloggers and the food industry 
  • The challenges using food bloggers
  • Social media and brand community
  • Social media's appropriate target groups 

Caroline C. Alsted & Kristina H. M. Jensen
Integrated Food Studies, AAU-CPH, Spring 2017

Research Question

How can food bloggers be used as mediators of organic food on social media, seen from the perspective of the case company Urtekram?

 

Caroline C. Alsted & Kristina H. M. Jensen
Integrated Food Studies, AAU-CPH, Spring 2017

Caroline C. Alsted & Kristina H. M. Jensen
Integrated Food Studies, AAU-CPH, Spring 2017

Caroline C. Alsted & Kristina H. M. Jensen
Integrated Food Studies, AAU-CPH, Spring 2017

Updates on statistics - 2016

(Danmarks statistik)

  • Organic food share:  9,6 %
  • Vegetables and fruits as the major sales group
  • 74% of the Danes use social media 
  • Increase in the use among 35+
  • # food (21/06): 224.077.880
  • # Organic food (21/06): 1.236.624

Caroline C. Alsted & Kristina H. M. Jensen
Integrated Food Studies, AAU-CPH, Spring 2017

Reflections on blogger credibility

  • Food bloggers as educators
  • Bias and opinionatedness
  • Corporate blogging 
  • Functional promotion of products
  • Lacking academic knowledge about the organic concept

Caroline C. Alsted & Kristina H. M. Jensen
Integrated Food Studies, AAU-CPH, Spring 2017

Reflections on Individualism vs. Collectivism

  • Status of Commensality 
  • Public concerns 
  • Increased digital collectivism
  • Individuals take matters in their own hands
  • Food as a communication tool

Caroline C. Alsted & Kristina H. M. Jensen
Integrated Food Studies, AAU-CPH, Spring 2017

Reflections on methods

  • Online ethnography before interviews 
  • Reader views of the blogs and platforms
  • Organic food bloggers - direct organic promotion
  • Male bloggers 

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