Ernährung auf TikTok. Eine inhaltsanalytische Untersuchung zu Vielfalt, Ernährungskompetenz-Dimensionen und Werbung

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Cover of Volume: M&K Medien & Kommunikationswissenschaft Volume 72 (2024), Edition 1
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M&K Medien & Kommunikationswissenschaft

Volume 72 (2024), Edition 1

Authors:
Publisher
Nomos, Baden-Baden
Copyright year
2024
ISSN-Online
2942-3317
ISSN-Print
1615-634X

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Open Access Full access

Volume 72 (2024), Edition 1

Ernährung auf TikTok. Eine inhaltsanalytische Untersuchung zu Vielfalt, Ernährungskompetenz-Dimensionen und Werbung

Authors:
ISSN-Print
1615-634X
ISSN-Online
2942-3317
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Social media is recognized as a crucial source of information about food and nutrition. Research shows that while TikTok offers a substantial number of nutrition-related videos, the quality of the information provided varies. The development of nutrition literacy is, therefore, only growing in relevance. Through a quantitative content analysis of nutrition-related TikTok videos (n = 150), this study explores how information about nutrition is presented on the platform. More specifically, we analyze who discusses nutrition on TikTok, which topics can be identified, and to the visibility levels of advertising. In terms of nutrition literacy dimensions, the analyzed TikTok videos predominantly focus on capacities in preparing food, snacking, and social or conscious eating. Thematically, the videos often cover recipes, cooking, and dietary advice, showcasing both fresh and processed foods. However, the quality of food is seldom addressed, and the same applies to household planning and food storage. Videos featuring snacks primarily depict healthy snacking, with those involving unhealthy snacks more likely to include advertising. Finally, the paper discusses opportunities and risks that nutrition experts may face when presenting nutrition-related information on TikTok, and critically reflects on nutritional disinformation on the platform.

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