The doctoral thesis titled “Critical Study of Food Communication in Digital Environments: Media, Influencers, and Fact-Checkers” offers a broad diagnosis of the challenges currently faced by nutrition communication.
The central line of research has been the science communication of topics related to food, health, and well-being with a focus on nutrition. This work offers a comprehensive perspective from the standpoint of information sciences, analyzing how discourses about food are constructed and circulated in the media, on social networks, and among consumers themselves. The main objective of Paula von Polheim’s thesis is to understand how nutritional information is generated, disseminated, and ultimately interpreted within the current media ecosystem.
The thesis concludes that informational shortcomings persist in both traditional media and digital platforms, as well as the central role played by influencers in shaping social imaginaries about food. Furthermore, the research underscores the growing integration of advertising content within narratives about health and well-being, a trend that raises significant ethical and regulatory challenges.
Study of information on superfoods
The research begins with an analysis of the media coverage of so-called superfoods in Ibero-American digital media during the period between the beginning of the COVID-19 pandemic and 2022. Based on the analysis of nearly eight hundred journalistic documents, the study ultimately focused on 64 news articles published by 34 media outlets, which made it possible to examine in depth the informational approach applied to these types of products.
The results revealed that a significant portion of the analyzed content showed shortcomings in terms of scientific rigor. In many cases, the information was based on general claims, anecdotal testimonies, or expert statements without clear references to verifiable scientific research. During the pandemic, superfoods were frequently presented as products capable of strengthening the immune system or preventing diseases, helping to reinforce their popularity among the public. However, the analysis detected a widespread use of the term without consistent scientific criteria, being applied to very different products without a solid basis to justify this classification.
In many cases, the information was based on general claims, anecdotal testimonies, or expert statements without clear references to verifiable scientific research
El paper d'Instagram en la promoció de la cultura alimentaria
A partir de les conclusions prèvies, la investigació va ampliar el seu focus cap a les xarxes socials, analitzant el paper d’Instagram com un dels principals espais de difusió d’estils de vida saludables. L’estudi va examinar les publicacions de 98 influencers especialitzats en nutrició en cinc països europeus —França, Alemanya, Itàlia, Espanya i el Regne Unit— amb l’objectiu d’identificar els patrons comunicatius predominants.
L’anàlisi va evidenciar una notable uniformitat en els missatges difosos per estos creadors de contingut, independentment del context nacional. Encara que els influencers incorporaven elements propis de les tradicions culinàries dels seus països, també integraven tendències alimentàries globalitzades que responen a la lògica visual de les xarxes socials. Entre estes destacaven els batuts elaborats amb vegetals verds, els àpats amb alt contingut proteic o els bols que combinen fruites, cereals i llavors, caracteritzats pel seu fort atractiu visual.
Encara que els influencers incorporaven elements propis de les tradicions culinàries dels seus països, també integraven tendències alimentàries globalitzades que responen a la lògica visual de les xarxes socials.
The research also highlighted the strong presence of commercial contentin these posts. The visibility of brands and food products appears integrated into narratives about well-being and healthy habits, blurring the boundary between nutritional information and advertising. Although the study did not find conclusive evidence demonstrating a direct relationship between the promotion of certain products and changes in consumption preferences, it does confirm the existence of a hybrid discourse in which well-being and marketing constantly coexist.
Professional profil dels influencers d'alimentació
Following this article, the next section of the thesis delves deeper into the professional profile of influencers, analyzing the level of academic training that supports their dietary recommendations. To do so, the research focused on a sample of 24 Spanish content creators specializing in food on Instagram, combining quantitative and qualitative methodologies to assess the quality of the information disseminated.
The results show that only 4% of the analyzed profiles had a university degree in nutrition, a figure that raises questions about the reliability of many dietary recommendations shared on social media. The study identified significant differences between content produced by qualified professionals and that created by influencers without specialized training. While the former tend to base their recommendations on official dietary guidelines, promoting nutritional balance and adaptation to individual needs, the latter tend to disseminate restrictive diets, detox messages, or content focused on weight loss and body aesthetics.
The presence of advertising content once again emerged as a cross-cutting element. Many influencers present sponsored products as essential tools for achieving a healthy lifestyle, reinforcing the growing commercialization of nutritional discourse and highlighting the influence of commercial interests and algorithmic dynamics in the dissemination of these messages.
Audiences of Nutritional Information
The research is completed by incorporating the audience perspective, analyzing how citizens evaluate the nutritional information they receive. This study focused on university students through a survey conducted with 124 participants from the Complutense University of Madrid, the University of Valencia, and the University of Málaga
The results show that personal interest in food and nutrition is a key factor in information verification habits. Students who are more interested in nutritional topics tend to verify the content they consume more frequently and to consult specialized or academic sources. By contrast, those with lower engagement in the topic often accept information without applying critical filters. The study also reveals that motivations related to health care encourage more rigorous verification behaviors, whereas previous negative experiences, such as food poisoning, do not necessarily lead to a more critical attitude.
