No description available.

Sammanfattning Denna kvalitativa studie syftade till att undersöka hur unga tjejer upplevde och reflekterade över hälsotrend-och fitnessbilder på sociala medier samt hur detta påverkade deras självbild. Fokus för studien var att se hur kommunikation via bilder och jämförelse med andra individer på sociala medier påverkade individens självbild och kroppsuppfattning. Två fokusgruppsintervjuer med totalt åtta tjejer i åldern 20-30 genomfördes. Insamlad data analyserades utifrån symbolisk interaktionism där kommunikation är av betydande roll för en individs utvecklande av självet. Resultatet av studien visade att hälso-och fitnessbilder på sociala medier påverkade respondenterna både positivt genom motivation samt strävan efter ett hälsosammare liv, men också negativt i det hänseende att respondenterna kände sig misslyckade vid jämförelse med andra vilket påverkade deras självbild och kroppsuppfattning negativt. Det framkom också av resultatet att det fanns negativa attityder mot individer som låg långt ifrån dagens kroppsideal och som lever ohälsosamt. / This qualitative study aimed to examine how young girls perceive and reflect on pictures with associations to health and fitness in social media and how this affects their self-image. Focus of the study was to see how communication through images and comparison with other individuals in social media affects the individuals self-image. Two focus groups interviews with a total of eight girls aged 20-30 was conducted. Collected data were analyzed based on symbolic interactionism where communication are significant of an individuals development of self. Results of the study showed that pictures with association to health and fitness in social media impacted the respondents both positively through motivation and the drive for a healthier life, but also negative in the sense that respondents felt more failed when compared to others, which affected their self-image and body image negatively. The result also showed that there were negative attitudes towards individuals who are far from living up to today's ideal and indiviuals who are living unhealthy.

No description available.

<p>Obesity and overweight are today classified as one of the largest epidemics in the Western world and is threaten a large part of the population. As a reaction to this a major health trend has emerged in recent decades. Every day consumers are exposed to information from the media about what is healthy or unhealthy to eat and the recommendations change frequently.</p><p>There is great interest in healthy food on the Swedish food market, but still healthy foods only represents a small proportion of the total food sales. The essay examines the gap between the current and potential demand for healthy food and if it can be explained by any of the following factors: lack of information, price, taste or cognitive behavioral.</p><p>To study these questions a quantitative method have been used and 213 questionnaires were collected. The intention is to draw general conclusions about the entire population. We discussed and analyzed the quantitative data together with the frame of reference based on the four factors and the discussion led us to the following conclusions:</p><p>Price and parts of the cognitive behavior inhibits the consumption of healthy foods on the Swedish food market. The other factors studied can not explain the inhibited consumption.</p><p>Based on the conclusions we recommend “svenska Livsmedelsverket” to communicate its policies through traditional marketing channels to better reach out to all consumers. We also believe the Swedish food market is ready for a new store concept with only healthy food.</p>

Obesity and overweight are today classified as one of the largest epidemics in the Western world and is threaten a large part of the population. As a reaction to this a major health trend has emerged in recent decades. Every day consumers are exposed to information from the media about what is healthy or unhealthy to eat and the recommendations change frequently. There is great interest in healthy food on the Swedish food market, but still healthy foods only represents a small proportion of the total food sales. The essay examines the gap between the current and potential demand for healthy food and if it can be explained by any of the following factors: lack of information, price, taste or cognitive behavioral. To study these questions a quantitative method have been used and 213 questionnaires were collected. The intention is to draw general conclusions about the entire population. We discussed and analyzed the quantitative data together with the frame of reference based on the four factors and the discussion led us to the following conclusions: Price and parts of the cognitive behavior inhibits the consumption of healthy foods on the Swedish food market. The other factors studied can not explain the inhibited consumption. Based on the conclusions we recommend “svenska Livsmedelsverket” to communicate its policies through traditional marketing channels to better reach out to all consumers. We also believe the Swedish food market is ready for a new store concept with only healthy food.