JMIR Publications

ABSTRACT

Background:

Dietary behaviours are directly linked to health and wellbeing. Food literacy education may improve poor dietary behaviours and thus, health and well-being. Social media is a popular source of food literacy education through content delivered by influencers and experts alike. Characterizing food and nutrition content on social media using a food literacy framework can identify gaps in public food literacy knowledge and opportunities for improving food literacy education.

Objective:

The primary objective of this study was to systematically characterize and categorize publicly available food and nutrition related Instagram content according to food literacy concepts.

Methods:

We conducted a mixed methods study using content analysis. We collected Instagram posts that used hashtags related to the term “healthy eating” via CrowdTangle. We completed our content analysis using Netlytic to categorize posts according to our framework of food literacy and topics of interest. Then, we completed a descriptive qualitative content analysis of a sub-sample of posts from each category.

Results:

Our analysis included 100,000 Instagram posts. We categorized the Instagram posts using 19 categories related to food literacy and attitudes to healthy eating. The most frequent categories were 1) information about foods to consume and foods to avoid, 2) cooking and preparing food, and 3) planning and managing food intake. Protein-rich foods, fibre, vegetables, juicing and smoothie diets, and spices were commonly promoted as foods to consume, while selecting organic and fresh foods were encouraged more frequently than canned or frozen foods. Processed and prepared foods were discouraged. Baking was frequently portrayed as a cooking method, as well as quick and easy recipes, and cooking with friends and family. Planning food intake was frequently discussed in relation to weight loss and holidays. Cultural foods were portrayed as healthy foods and with healthier variations, and in the context of holidays and religious observances. Low-cost and affordable foods were portrayed with minimal time requirements, minimal ingredients, and depicted as family appropriate.

Conclusions:

Instagram content frequently portrayed healthy eating as part of a healthy lifestyle and impacting physical health, activity and energy levels, and mood. However, content representing restrictive diets and approaches to eating are still pervasive. Cooking and low-cost cooking content while helpful, may risk portraying low-cost foods and cooking as less appetizing or enjoyable. Cultural foods were positively portrayed, however appeared most frequently in the context of celebration and holidays rather than everyday living. Encouragement to cook together and share recipes together promotes the social aspect of eating and cooking as important to social media users and may be an important aspect of food literacy guidance and programs in the future. Our descriptive analysis of Instagram content demonstrates several opportunities for supporting food literacy education on social media including enhancing the social aspect of sharing cooking, planning food intake, low-cost meals, and cultural foods.