The Food Consciousness through the Media and Communication - Research Paper Example

Changes that arise in food and concepts of health which many associate with are directly linked to the use of media. The advertisements, knowledge which is provided through various organizations and societal trends all create a different relationship to food. The result is one which creates a perception of what tastes good as well as which foods are healthier and more nutritious. The role in which food and the media’s perception plays in an individuals’ life directly links to factors in health as well as associations with programs and acceptance of specific types of food into culture. The food media is one which is based on creating a culture of food and well – being of those in society. The food media is one which is applicable to specific target markets and is used within advertisements and other mediums that target groups of individuals who are responsible for eating habits (Siro, Kapolna, 456: 2008). Traditionally, the food media targets women that are in the home, specifically with a focus on housewives that are trying to find the best options for keeping the family healthy. However, the food media was first established by creating an opinion of what tasted the best and what should be desired to eat because of the ease of cooking and the most desirable food for cooking and eating. The concept created was one which was based first on personal preferences, all which had flavors which created a response with experience and mood (Lumby, Probyn, 126: 2003). The experience and mood with the demographic of housewives is one which has been followed with the contemporary parts of which foods are best to eat. The main concept is to follow the modern lifestyle and the changes which are associated with this. The media which has followed through with this is based on fast foods, processed foods and easy to make ingredients (Miller, 112: 2007). The population focus is based on working men and women, youth and those who need help with faster meals that are convenient. The phase for processed and fast foods was noted to change the demographics, specifically with more women who began to consume the fast foods and in turn had a higher body mass index. Most women who began to consume these foods were working and needed higher energy intakes with the food (Jeffrey, French, 277: 1998). The changes with food consumption are now based on the continuous mass production of specific foods as well as appeals from those who are interested in healthier choices. The energy and fat intake has decreased from 42% in 1970 to 38% in 1998; however, caloric intake has increased by 3%. Fruits and vegetable intake in 1970 has also grown by 24% consumption in 1998. It is noted that most households take less than the recommended intake of fruits and vegetables by an average of 50%. It was also noted that 17.1% of the intake of vegetables was French fries and potato chips while fresh fruits remain at an average of 1.3% of the overall servings. The milk, cheese and pizza consumption has declined in terms of the amount of milk taken from 31 to 24 gallons. Thee cheese consumption has increased by 146% with 2/3 of the cheese used for pizza consumption, nachos and fast – food consumption. Pizza sales have also increased by 150% from 1970 to 1998. Soft drink consumption has followed this increase with a rise of 131%, which also caused a rise in sugar levels among adolescents and adults by over 20%. Eating out has also increased between 1970 and 1998 by an average of 200% with 21% of households eating at a restaurant or with take out or delivery at an average of one time per week. Fast food has noted increases by an average of 58% in revenue with McDonalds and Burger King remaining the top areas in demand. It is noted that these increases are coming from married women who are also working, which has also increased by 71%. 95% of the budgets of fast food restaurants are spent on advertising on TV with over 28% of the mass media spending on advertising specifically for restaurants and fast foods. Those which are advertised more are also known to be over-consumed, as opposed to regular foods that are eaten (French, Story, Jeffery, 315: 2009). The rise in fast food trends as well as the continuous increase in consumption has now led to a changing perception about foods. The rise in fast food consumption that dramatically increased led to a backlash, specifically with households which began to note the health factors associated with this. Obesity, diabetes and other health risks began to be noted outside of the main stream media. While television and main stream media continue to print advertisements for consumption, there is also a change in the attitudes about consumption (Verbeke, Sholderer, 684: 2009). The food printed media is being followed with new media that are changing the ways in which many look at food. Documentaries, such as Fast Food Nation and Super Size Me began the trend of looking for healthier foods. Now, food blogs, cookbooks and nutritional specialists are beginning to alter by showing that fast foods aren’t always the best foods. The change is based on consumer confidence with safe foods that promote health, both which is based on FDA regulations and categories that are associated with health (De Jonge, Trijp, Renes, Frewer, 729 2007). The changes which are now occurring with food are creating a sense of value that has altered perceptions about food consumption in the past years. The values which were stated before were based on speed as well as quality of the meal that was associated with fulfilling a sense of desire and experience. Consumption was based on excellence, harmony, emotional stimulation and value that were based on the experience of food. While this led to the foods that felt good and created a specific response for comfort in the past years, this is now changing to perceptions about health and other forms of consumption. While the mass media is still promoting fast food ideologies, as well as the meals which create an experience, there is also a push toward healthy foods and less consumption, creating an alteration in the trends, culture and values associated with the foods (Jensen, Hansen, 603: 2007). The main component which affects the personal relationship with food is based on the communication and information which is associated with this. More important, the communication and information is required to fit into specific target markets and segments, all which initiate a defined response from consumers. Knowledge about dietary needs and consumption are able to change the relationship which consumers have over food as well as the variables which create an experience with the food which is being eaten (Verbeke, 281: 2008). When looking at the trends in food, it can be seen that the relationship to the media has altered specific responses. This has begun with creating experiences with a target market on housewives which were responsible with the food in the home. This altered from 1970 to 1994 with a focus on consumption of fast foods and those which carried a specific taste, all which were a result of TV advertising. The current trends have changed into safety and health foods because of the communication and information involved as well as the alternative means for finding out what the best consumption of food is. The food consciousness, through the media and communication, has altered the way in which most look at food consumption for experiences and health. References De Jonge, Janneke, Hans Van Trijp, Reint Jan Renes, Lynn Frewer. (2007). “Understanding Consumer Confidence in the Safety of Food: Its Two dimensional Structure and Determinants.” Risk Analysis 27 (3) 729-740. s French, Simone, Mary Story, Robert Jeffery. (2001). “Environmental Influences on Eating and Physical Activity.” Annual Review of Public Health (22), 309-335. Jeffery, RW, SA French. (1998). “Epidemic Obesity in the United States: Are Fast Foods and Television Viewing Contributing?” American Journal of Public Health 88 (2) 277-280. Jensen, Oystein, Kai Hansen. (2007). “Consumer Values Among Restaurant Consumers” International Journal of Hospitality Management 26 (3), 603-622. Lumby, Catharine, Elspeth Probyn. (2003). Remote Control: New Media, New Ethics. New York: Cambridge University Press. Miller, Toby. (2007). Cultural Citizenship: Cosmopolitanism, Consumerism and Television in a Neoliberal Age. Pennsylvania: Temple University Press. Siro, Istvan, Emese Kapolna, Beata Kapolna, Andrea Lugasi. (2008). “Functional Food. Product Development, Marketing and Consumer Acceptance – A Review.” Appetite 51 (3) 456-467. Verbeke, Wim. (2008). “Impact of Communication on Consumers’ Food Choices.” Proceedings of the Nutrition Society (67) 281-288. Verbeke, Wim, Joachim Scholderer, Liisa Lahteenmaki. (2009). “Consumer Appeal of Nutrition and Health Claims in Three Existing Product Concepts.” Appetite 52 (3) 684-692. Read More