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
deck
By Kristoffe Biglete
deck
- 1,119