Making sense of adolescent-targeted social media food marketing: A qualitative study of expert views on key definitions, priorities and challenges

Abstract Influencer marketing may be amplified on livestreaming platforms (e.g., Twitch) compared with asynchronous social media (e.g., YouTube). However, food and beverage marketing on Twitch has not been evaluated at a user level. The present study aimed to compare users’ self-reported exposure to food marketing and associated attitudes, consumption and purchasing behaviours on Twitch compared with YouTube. A survey administered via social media was completed by 621 Twitch users (90 % male, 64 % white, 69 % under 25 years old). Of respondents, 72 % recalled observing at least one food or beverage advertisement on Twitch. There were significant differences in the recall of specific brands advertised on Twitch (P < 0⋅01). After observing advertised products, 14 % reported craving the product and 8 % reported purchasing one. In chat rooms, 56 % observed conversations related to food and 25 % participated in such conversations. There were significant differences in the number of users who consumed various products while watching Twitch (P < 0⋅01). Of users who frequented YouTube (n 273), 65 % reported negative emotions when encountering advertising on YouTube compared with 40 % on Twitch (P < 0⋅01). A higher proportion felt Twitch's advertising primarily supported content creators (79 v. 54 %, P < 0⋅01), while a higher proportion felt that YouTube's advertising primarily supported the platform (49 v. 66 %, P < 0⋅01). The findings support that food marketing exposures on Twitch are noticeable, less bothersome to users and influence consumption and purchasing behaviours. Future studies are needed to examine how the livestreaming environment may enhance advertising effectiveness relative to asynchronous platforms.

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Household medication safety practices during the COVID-19 pandemic: a descriptive qualitative study protocol

BMJ Open ◽

10.1136/bmjopen-2020-044441 ◽

2020 ◽

Vol 10 (11) ◽

pp. e044441

Author(s):

Tamasine C Grimes ◽

Sara Garfield ◽

Dervla Kelly ◽

Joan Cahill ◽

Sam Cromie ◽

...

Keyword(s):

Social Media ◽

Qualitative Study ◽

Medication Safety ◽

Best Practice ◽

Public Involvement ◽

Comparative Method ◽

Patient And Public Involvement ◽

Safety Practices ◽

Trinity College Dublin ◽

Descriptive Qualitative

IntroductionThose who are staying at home and reducing contact with other people during the COVID-19 pandemic are likely to be at greater risk of medication-related problems than the general population. This study aims to explore household medication practices by and for this population, identify practices that benefit or jeopardise medication safety and develop best practice guidance about household medication safety practices during a pandemic, grounded in individual experiences.Methods and analysisThis is a descriptive qualitative study using semistructured interviews, by telephone or video call. People who have been advised to ‘cocoon’/‘shield’ and/or are aged 70 years or over and using at least one long-term medication, or their caregivers, will be eligible for inclusion. We will recruit 100 patient/carer participants: 50 from the UK and 50 from Ireland. Recruitment will be supported by our patient and public involvement (PPI) partners, personal networks and social media. Individual participant consent will be sought, and interviews audio/video recorded and/or detailed notes made. A constructivist interpretivist approach to data analysis will involve use of the constant comparative method to organise the data, along with inductive analysis. From this, we will iteratively develop best practice guidance about household medication safety practices during a pandemic from the patient’s/carer’s perspective.Ethics and disseminationThis study has Trinity College Dublin, University of Limerick and University College London ethics approvals. We plan to disseminate our findings via presentations at relevant patient/public, professional, academic and scientific meetings, and for publication in peer-reviewed journals. We will create a list of helpful strategies that participants have reported and share this with participants, PPI partners and on social media.

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Making sense of “superbugs” on YouTube: A storytelling approach

Public Understanding of Science ◽

10.1177/0963662521989251 ◽

2021 ◽

pp. 096366252198925

Author(s):

Monika Djerf-Pierre ◽

Mia Lindgren

Keyword(s):

Social Media ◽

Antimicrobial Resistance ◽

Health Knowledge ◽

Social Media Platform ◽

Making Sense ◽

New Knowledge ◽

The World ◽

Media Platform ◽

Youtube Videos ◽

Health Experts

Antimicrobial resistance is one of the greatest challenges facing the world. With the rapid growth of social media, YouTube has become an influential social media platform providing publics with expert health knowledge. This article explores how antimicrobial resistance is communicated on YouTube. Drawing on qualitative media analyses of the most viewed YouTube videos 2016–2020, we identify seven different genres and two main storytelling approaches, personalized and fictionalized storytelling, used to make sense of antimicrobial resistance and its complexities. The study contributes new knowledge about YouTube as a platform for health communication and the types of videos about antimicrobial resistance that gets most traffic. This is useful, not the least for public health experts working to improve communication strategies that target hard-to-reach media publics.

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O39: Frosted Flakes are In, Apple Jacks are Out: Making Sense of Food Companies' Commitments to Reduce Junk-Food Marketing to Children

Journal of Nutrition Education and Behavior ◽

10.1016/j.jneb.2008.03.051 ◽

2008 ◽

Vol 40 (4) ◽

pp. S38-S39

Author(s):

Margo Wootan ◽

Ameena Batada

Keyword(s):

Food Marketing ◽

Junk Food ◽

Making Sense ◽

Marketing To Children

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#GomorraLaSerie: Converging audience and enhanced authorship on twenty-first-century Italian screens

Modern Italy ◽

10.1017/s1353294400014800 ◽

2015 ◽

Vol 20 (4) ◽

pp. 335-349 ◽

Cited By ~ 2

Author(s):

Pierluigi Erbaggio

Keyword(s):

Social Media ◽

Quantitative Analysis ◽

Young People ◽

Qualitative Study ◽

Organised Crime ◽

First Century ◽

Social Media Platform ◽

Screen Viewing ◽

The Social ◽

Media Platform

Based on Roberto Saviano's book Gomorra (2006), production of the TV series Gomorra – La serie (2014) was met with scepticism as many feared it would glamorise organised crime and, consequently, attract young people toward Camorra affiliation. The series' bleak portrayal of criminals and criminality was offered as a response to such concerns. Despite the preoccupations, Gomorra – La serie was hugely successful and, because of its quality, was sold to other countries. In Italy, the series' success can be measured by the popularity of its Twitter hashtag #GomorraLaSerie. Engaged with Henry Jenkins' theories of media convergence and based on a corpus of tweets bearing this official hashtag, this article proposes a quantitative analysis and advances conclusions regarding the Italian TV audience and second-screen viewing practices. Additionally, through a qualitative study of Saviano's tweets about the series, it examines the writer's use of the social media platform as a tool of narrative continuity. Finally, the article highlights a few examples of fan-generated media and concludes with remarks regarding Saviano's problematic position at the centre of a transmedia object.

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