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Publication
A procura por informação sobre alimentação saudável nos Media Digitais
| Name: | Description: | Size: | Format: | |
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| 1.75 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Os media digitais (websites, páginas de redes sociais e blogs) dedicados à alimentação
e nutrição tornam-se cada vez mais populares e podem ter uma influência significativa nas
escolhas alimentares, no consumo de alimentos e no estado de saúde da população. Através
deste estudo objetiva-se perceber a utilização dos media digitais na procura de informações
sobre alimentação pelos utilizadores, assim como entender as suas motivações e também os
conteúdos que despertam interesse nestes canais. Organizações qualificadas acerca de
alimentação em Portugal, como o PNPAS (Programa Nacional para Alimentação Saudável),
têm feito uso dos media digitais para divulgar informações sobre o assunto de forma a levar
conteúdo de qualidade aos utilizadores. No entanto, não possuem o mesmo alcance que os
outros canais não oficias. O estudo adotou uma metodologia de carater descritivo e
exploratório. O processo exploratório procurou fornecer, através de um focus group,
informações para uma investigação mais precisa para a etapa seguinte. O processo descritivo
pretendeu identificar e analisar as características e variáveis que se relacionam com a procura
de informações sobre alimentação saudável nos media digitais. O inquérito contou com uma
amostra não probabilística da população portuguesa de 356 pessoas. A amostra foi composta
por 255 mulheres (71,6%) e 101 homens (28,4%) com idade média de 38 anos (s= 11,775, mo=
53, min = 16 e max = 74). Os resultados apurados confirmam a grande preocupação com os
hábitos alimentares e o hábito de procura por informações sobre alimentação. Através dos
inquéritos foi possível perceber que os media digitais constituem uma fonte de informação,
no entanto, para este estudo os Profissionais de Saúde continuam a ser a principal fonte,
seguidos dos websites. Concluiu-se que os inquiridos atribuem um elevado grau de confiança
e credibilidade às informações dos media digitais e tendem a incluir dicas sobre alimentação
que encontram nesses meios. Ainda assim, não têm por hábito confirmar a autoria da
informação. Através do estudo identifica-se ainda que o PNPAS é pouco conhecido pelos
inquiridos e que outros canais com informações não validadas por organismos oficiais ou
profissionais da área possuem o protagonismo como fontes de informação sobre alimentação
em Portugal.
Digital media (websites, social media and blogs) about food and nutrition are becoming increasingly popular and might have a significant influence on food choices, food consumption and the health status of the population. This study aims to understand digital media usage in the search for information about food by users, as well as understand their motivations and also the content that generate interest in those channels. Qualified food organizations in Portugal, such as the PNPAS (National Program for Healthy Eating), have made use of digital media to disseminate information about the topic in order to offer quality content to users. However, they do not have the same reach as other non-official channels. The study adopted a descriptive and exploratory methodology. The exploratory process sought to provide, through a focus group, some guidance for the next step of the investigation. The descriptive process aimed to identify and analyze the characteristics and variables that relate the search for information about healthy eating in digital media. The survey included a non-probabilistic sample of 356 people of the Portuguese population. The sample consisted of 255 women (71.6%) and 101 men (28.4%) with a mean age of 38 years (s = 11.775, mo = 53, min = 16 and max = 74). The results confirm that users are concerned with their eating habits and that they have the habit of looking for information about food. Through the surveys it was possible to realize that digital media is mentioned as a source of information, however, for this study Health Professionals remain the main source, followed by websites. It was found that respondents attribute a high degree of confidence and credibility to digital media information and tend to include food tips they find in digital media in their daily routine. Still, they are not used to confirm the authorship of the information. The study also identifies that PNPAS is little known by respondents and that other channels with information not validated by official organizations or specialized professionals have the leading role as sources of food information in Portugal
Digital media (websites, social media and blogs) about food and nutrition are becoming increasingly popular and might have a significant influence on food choices, food consumption and the health status of the population. This study aims to understand digital media usage in the search for information about food by users, as well as understand their motivations and also the content that generate interest in those channels. Qualified food organizations in Portugal, such as the PNPAS (National Program for Healthy Eating), have made use of digital media to disseminate information about the topic in order to offer quality content to users. However, they do not have the same reach as other non-official channels. The study adopted a descriptive and exploratory methodology. The exploratory process sought to provide, through a focus group, some guidance for the next step of the investigation. The descriptive process aimed to identify and analyze the characteristics and variables that relate the search for information about healthy eating in digital media. The survey included a non-probabilistic sample of 356 people of the Portuguese population. The sample consisted of 255 women (71.6%) and 101 men (28.4%) with a mean age of 38 years (s = 11.775, mo = 53, min = 16 and max = 74). The results confirm that users are concerned with their eating habits and that they have the habit of looking for information about food. Through the surveys it was possible to realize that digital media is mentioned as a source of information, however, for this study Health Professionals remain the main source, followed by websites. It was found that respondents attribute a high degree of confidence and credibility to digital media information and tend to include food tips they find in digital media in their daily routine. Still, they are not used to confirm the authorship of the information. The study also identifies that PNPAS is little known by respondents and that other channels with information not validated by official organizations or specialized professionals have the leading role as sources of food information in Portugal
Description
Keywords
Alimentação Saudável Marketing Digital Media Digitais PNPAS Procura de informações