Are we positively or negatively affected? : A study on how people react to food-related communication messages

Background- Communication messages today are all about influencing and persuading people. Two main types of messages can be seen when studying the healthy food trend on Instagram and how it is impacting attitude formation and change; these two are positive and negative messages. However, different communication messages are not the only deciders of attitude formation and change. There is one more significant factor that impacts attitude formation and change; this factor is identification with the message sender. Purpose- The purpose of this thesis is to identify whether positively or negatively themed messages on Instagram have a stronger impact on a person's attitudes regarding healthy food consumption. We will further examine if identification with the message sender additionally impacts attitude formation and change. Method- In order to fulfill the purpose of the thesis we used a qualitative research approach. We conducted interviews with 40 respondents that belonged to our main target group. Furthermore we conducted a robustness check with six respondents. All 46 respondents included in the qualitative study were Instagram users, and all the respondents in the main target group were students. Findings and Conclusion- After analyzing the empirical results together with suitable theories, some main conclusions could be drawn. The study demonstrated that positive communication messages are the preferred message type on Instagram. We further conclude that identification with the message sender does indeed have an additional impact on attitude formation and change. Based on this study we can say that communication messages and identification with the message sender work together in forming and changing attitudes regarding healthy food on Instagram. Practical Implications- This thesis gives valuable indications to companies, organizations and decision makers in order to direct marketing practices in terms of communication messages on social media, particularly Instagram. Moreover it gives insights for managers to be able to create communication messages that correspond to the expectations of the society. Keywords- Communication messages, attitude formation and change, identification with the message sender.

Tid, rum och självbestämmande : Möjligheter och hinder i vardagen för äldre personer med intellektuell funktionsnedsättning på gruppboende

People with intellectual disability are living longer, which creates new demands for the support and care of this target group. Participation and autonomy at all ages, regardless of functional capacity, are cited in legislation and among the key objectives of disability policy. As a group, older people with intellectual disability have previously been almost invisible in both policy documents and research. Information regarding this group is thus limited, and more systematic knowledge is needed about older people with intellectual disability, their daily lives, and especially their opportunities for autonomy. The purpose of this thesis is to learn more about the role of influence and autonomy in everyday life from the perspective of older people with intellectual disability living in group homes. This will be achieved by studying situations in which opportunities and obstacles arise for these residents to exercise their autonomy in daily life, and identifying and analysing how autonomy is expressed in the meeting between residents and staff. The study applies an ethnographic approach, using methods including field studies with observations and videotaped meetings between residents and staff. The sample consists of residents aged 65 and over and staff at three group homes for people with intellectual disability. One resident at each group home is followed in greater depth. The analysis uses the time-geographic concepts of project, activity and restrictions in order to clarify where and when different projects are carried out, as well as who has the power to determine what is to be carried out. Interaction analysis is used to analyse the videotaped meetings between residents and staff. The analysis is based on Goffman’s interaction order and interaction rituals, theories about turntaking, both verbal and non-verbal, and theories about power and counter-power. In accordance with Goffman’s framework concept, the starting point is the concrete framework that reflects spatiality, which in turn becomes a way to place the more abstract framework of the situation into a specific context. Two major projects were identified: Sleep and Rest and Meals. The analysis reveals projects that are governed by the resident’s own preferences (individual projects) and projects that are governed to a greater degree by the staff’s objectives and opportunities (institutional projects). Some guidance also derives from municipal decisions and guidelines (organizational projects). Many projects were carried out based on staff decisions and objectives, but in actual practice many projects failed to get off the ground. Some projects were at risk of failure until something happened or someone intervened and thereby rescued the project so that it could be implemented. The interactional analysis perspective shows how autonomy is constructed in the meeting. Autonomy is situation-bound, and shifts more on the basis of context than in relation to specific individuals. The study includes decision situations mainly between autonomy and its opposite, paternalism, which are viewed as extremes on a continuum. However, certain factors lead to stronger autonomy in certain situations. When a resident can define the situation, they also have greater power to determine the outcome. In situations characterized by paternalism, the staff have a preferential right of interpretation and the power to decide, both on the basis of their knowledge and because of the asymmetrical interdependence that characterizes the resident-professional relationship. Such situations are also governed by the rules and procedures of the group home to a greater degree than those situations in which the resident exercises autonomy. The thesis discusses strategies that could increase the residents’ opportunities for autonomy. Greater communication skills among staff can be viewed as a step on the path toward greater autonomy for the residents. Staff have the potential to eliminate obstacles, to strengthen inadequate skills or create new ones by providing choices and assistive devices, and to exercise an affirmative approach.