This study aims to understand how and why emerging adults come into contact with food media messages, and what they perceive as positive and negative outcomes related to food literacy. Seven focus groups, stratified by gender and socio-economic status, with 37 emerging adults aged between 18 and 25 were conducted. Photovoice was used to reflect on participants’ real-life food media experiences. Findings reveal that food media consumption is a combination of actively searching and incidentally encountering. The results suggest that food media messages attract emerging adults’ attention by bringing content in an entertaining, engaging, and appealing way, and featuring popular food personalities. Finally, food media messages were perceived to both enhance and distort food literacy. The results show how food media messages for food literacy interventions can be designed in order to attract emerging adults’ attention and fulfill their specific needs.

中文翻译：

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新兴成人的食品媒体体验：食品素养推广的偏好、机会和障碍

本研究旨在了解新兴成年人如何以及为何接触食品媒体信息，以及他们认为与食品素养相关的积极和消极结果。进行了七个焦点小组，按性别和社会经济地位分层，有 37 名年龄在 18 至 25 岁之间的新兴成年人。Photovoice 被用来反映参与者在现实生活中的食品媒体体验。调查结果表明，美食媒体消费是主动搜索和偶然相遇的结合。结果表明，美食媒体信息通过以有趣、引人入胜和吸引人的方式呈现内容，并以受欢迎的美食名人为特色，吸引了新兴成年人的注意力。最后，食品媒体信息被认为既可以增强也可以扭曲食品素养。