Instagram food influencers: threat or opportunity? Determining the impact of social media influencers’ food related content on Flemish 12-18 year old adolescents’ eating outcomes: An intervention

Katoo Derks Yara Qutteina
Persbericht

Influencers: bedreiging of opportuniteit voor het eetgedrag van onze Vlaamse jongeren?

 

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In 2020 werkten 323 Vlaamse adolescenten (12-18 jaar) mee aan een experimenteel onderzoek rond de vraag of sociale media influencers het eetgedrag van jongeren kunnen sturen. De deelnemers volgden gedurende twee weken een reeks influencers die ongezond, dan wel gezond eten promootten op het socialemediaplatform Instagram. Uit de resultaten van deze studie bleek dat Influencers die ongezond eten promoten, wel degelijk het dieet van adolescenten kunnen verslechten. Dit is echter niet de enige kant van een boeiend tweeledig verhaal. Influencers zouden mogelijk ook een positieve en leerrijke invloed kunnen hebben op het dieet van Vlaamse jongeren, hetgeen vervolg onderzoek verder zal kunnen uitklaren.

Bedreiging

In 2016 wees de World Health Organization de promotie van ongezonde voeding via internet en sociale media (e.g., Instagram, Facebook, TikTok) aan als één van de zaken die mogelijks een rol spelen in de toenemende gevallen van eetstoornissen, obesitas en overgewicht bij jongeren wereldwijd. Ook het dieet van Belgische jongeren is aan verbetering toe; zij zouden over het algemeen te veel toegevoegde suikers en vetten consumeren. Obesitas en overgewicht zijn vandaag de dag dan ook, samen met alcoholconsumptie, de grootste gezondheidsproblemen waarmee Belgische jongeren te maken krijgen. Een slecht dieet verworven tijdens adolescentie wordt bovendien vaak voortgezet in volwassenheid, hetgeen gezondheidsproblemen zoals hartaandoeningen, verschillende soorten kanker en suikerziekte kan veroorzaken.

Eerdere studies wezen reeds uit dat voedingspromotie via televisie het eetgedrag van jongeren beïnvloedt. Onderzoek naar de rol van digitale media zoals het Internet en sociale media in het eetgedrag van adolescenten, komt echter niet veel voor. Gezien het toenemende gebruik van sociale media onder adolescenten, riep de World Health Organization wetenschappers dan ook op om dit uitgebreider te onderzoeken. De populariteit van sociale media bij adolescenten is namelijk ook niet voorbij gegaan aan voedingsbedrijven, die hun reclame-inspanningen steeds meer naar deze platformen verplaatsen. Voedingsreclame gericht aan adolescenten wordt dus steeds meer verspreid via een breed scala aan sociale media die minder gereguleerd en gecontroleerd worden dan traditionele media zoals televisie. Meer nog, over het algemeen komen adolescenten op deze platformen meer promotie van ongezonde voeding tegen dan promotie van gezonde voeding.

Bijna 70% van Vlaamse jongeren geeft aan één of meer influencers te volgen, waardoor zij inzicht krijgen in het dagelijks leven, hobby’s, meningen en eetgewoontes van deze mensen. Samen met de persoonlijke en directe manier van communiceren op sociale media, schept dit vaak het gevoel van een speciale band met influencers. Jongeren zien influencers dus vaak als vrienden, gelijkgezinden of iemand om naar op te kijken. Aangezien vrienden en idolen een invloedrijke rol spelen in het leven van jongeren, kunnen deze influencers een aanzienlijke invloed hebben op hun (eet) gedrag en denkwijzen.

Opportuniteit

Influencers promoten vaak ook pro-sociaal gedrag en positieve normen onder jongeren. Zo participeerden enkele Belgische influencers tijdens de Corona pandemie in de campagnes voor het volgen van de geldende regels en het gebruiken van de contacttracing. Daarom is het belangrijk om de mogelijkheid dat influencers gezonder eetgedrag kunnen promoten en normaliseren bij adolescenten ook onder de loep te nemen. Eerder onderzoek rond dit thema lijkt belovend, maar is eerder schaars en spitst zich niet toe op influencers, waardoor het huidige onderzoek een van de eerste in zijn soort is.

 

Verloop van het onderzoek

De studie Instagram food influencers: threat or opportunity? schept een experimenteel licht op de effecten van blootstelling aan gezonde en ongezonde berichten van Instagram voedingsinfluencers op het eetgedrag (inname, voorkeuren, attitudes en normen) van Vlaamse adolescenten. Hiertoe vulden de deelnemers twee vragenlijsten in tijdens individuele Zoom meetings. In de eerste Zoom meeting kregen zij uitleg over het onderzoek en vulden ze vragen in over hun Instagram gebruik, leeftijd en socio-economische situatie. De deelnemers werden daarna op toevallige wijze toegedeeld aan 8 influencers (die gezonde of ongezonde inhoud posten) die ze gedurende twee weken dienden te volgen. Na deze twee weken spraken zij de onderzoeker opnieuw en vulden een tweede vragenlijst in over hun eetgewoontes de afgelopen weken, hun voedingskennis en hoe zij denken dat hun leeftijdsgenoten eten. De resultaten werden vervolgens geanalyseerd op statistische wijze, gebruik makend van SPSS Statistics.

Genuanceerd verhaal

Uit de resultaten van het onderzoek blijkt dat de influencers die de jongeren dienden te volgen wel degelijk effecten te weeg brachten in hun eetgewoonten. Echter zijn influencers slechts één van de vele verbonden factoren die de attitudes, normen en het gedrag rond voeding van adolescenten beïnvloeden. Zo geven jongens aan meer en ongezonder te eten vergeleken met meisjes, zouden jongeren met een hogere socio-economische status gezonder eten en draagt kennis en vaardigheden in de keuken bij aan een gezonder dieet.

Twee zijden van dezelfde munt

Het onderzoek bevond dat ongezonde influencers jongeren ongezonder doen eten. Adolescenten die twee weken lang ongezonde influencers volgden, zouden opmerkelijk meer ongezonde voeding gegeten hebben tijdens de twee weken van het onderzoek, vergeleken met zij die gezonde influencers volgden. Dit kan op korte termijn resulteren in een ongezond voedingspatroon, maar kan op lange termijn leiden tot overgewicht of andere ernstige gezondheidsproblemen (bijvoorbeeld hart- en vaatziekten). Daarom ondersteunt deze studie eerdere oproepen vanuit de gezondheidssector en de academische wereld om de bescherming van deze leeftijdsgroep op sociale media te vergroten via aangepaste reguleringen. Zo worden jongeren behoed voor impulsieve ongezonde voedselkeuzes alsook voor het nabootsen van ongezond gedrag dat wordt gemodelleerd door sommige influencers.

Langs de andere kant schatten adolescenten die twee weken lang gezonde influencers volgden, het eetpatroon van leeftijdsgenoten gezonder in dan adolescenten die ongezonde influencers volgden. Influencers die gezond eten posten, kunnen dus mogelijks voedingsnormen onder jongeren op een positieve manier beïnvloeden. Uit eerder onderzoek is reeds gebleken dat ideeën rond het eetgedrag van leeftijdsgenoten de voedselinname en -keuzes van adolescenten sturen. Daarom sluit dit onderzoek ook aan bij eerder onderzoek naar digitale gezondheidsinterventies en dringt het aan om de opportuniteiten die influencers bezitten om een gezonder dieet te promoten en normaliseren onder adolescenten niet te overzien.

Hoe groot is de impact van ongezonde voedingspromotie op sociale media? Kunnen influencers het dieet van jongeren ook positief veranderen, of blijft de voorliefde voor ongezonde voeding te sterk? Dat zijn vragen waarop vervolg onderzoek ongetwijfeld zal antwoorden.

 

Bibliografie

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Universiteit of Hogeschool
Master in de Communicatiewetenschappen
Publicatiejaar
2021
Promotor(en)
Prof Dr. Tim Smits
Kernwoorden
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