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Female and male audiences' perception on a plant-based (Vegan) diet after having viewed the documentary film What the Health: How perception on a plant-based diet (Vegan) changes after having watched the documentary film What the Health
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies. (Master Thesis)
2020 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Sustainable development
Sustainable Development
Abstract [en]

Veganism (or following a PBD) is scientifically proven to be one of the possible answers to the environmental, ethical and health issues our society is currently facing. The documentary film What the Health advocates this claim and presents the tremendous impacts, meat and dairy production and consumption, have on our environment, our personal health and for the people living on our planet. The documentary’s attempt of persuading people to adopt a PBD remained unanswered and was the chosen case-study for this research on audience reception and media effects. The purpose of this research is to provide new empirical data on how the documentary film What the Health changes females’ and males’ perception of a PBD. Using a qualitative method of in-depth interviews, this study aimed to understand how the documentary film What the Health changes females’ and males’ perception of a PBD in times of the 21st century Vegan social movement. Using theoretical insights from the following theories: Framing theory, schema theory, social representation theory, social cognition theory and the concept of hegemonic masculinity, this study aimed to assess whether the documentary film What the Health contributed to perception changes among its audience. And whether gender differences were prominent.The findings of this study indicated perception changes of a PBD among its audience. Preconceptions of Veganism as a social trend or for ethical justifications were changed to understanding people’s individual motivations for attaining such a diet. Overall, no significant gender differences were detected. The social determinant of perceived restrictions within a social context were the most dominant factors of not transitioning to a PBD. Meat is undoubtedly an inherent and substantial part of people’s lives and restricting oneself from it is not perceived to be the answer to environmental, personal health and ethical issues. However, the audience was observed to admire Vegans for their discipline and strength.This study indicated that the documentary film What the Health might have an effect on its audience in the long term, which is proposed as future research respectively.

Place, publisher, year, edition, pages
2020. , p. 53
Keywords [en]
PBD, Vegan, Documentary, What the Health, Audience Perception, Gendered Nutrition
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hj:diva-48296ISRN: JU-HLK-MKA-2-20200310OAI: oai:DiVA.org:hj-48296DiVA, id: diva2:1428856
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2020-05-08 Created: 2020-05-06 Last updated: 2020-05-08Bibliographically approved

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4142434445464744 of 71
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