The staging of female influencers’ expertise in nutrition: The case of the “What I eat in a day” videos

La mise en scène de l’expertise des Youtubeuses en matière nutritionnelle: le cas des vidéos « une journée dans mon assiette »

Maxime David and Pascale Ezan ()
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Maxime David: ULH - Université Le Havre Normandie - NU - Normandie Université, NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Pascale Ezan: ULH - Université Le Havre Normandie - NU - Normandie Université, NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: • Objective The objective of this research is to understand how influencers stage their expertise to become authority figures in the food domain. • Methodology A netnography was carried out from a corpus of 86 YouTube videos, belonging to the concept of "what I eat in a day", illustrating the daily food. The corpus was also subjected to a nutritional analysis of the proposed dishes. • Results The results underline that expertise is linked to the mastery of three main dimensions: digital, thematic and social. The sharing of lived experiences concerning food is privileged and participates in the transmission of knowledge. A particular vision of healthy eating is disseminated, often moving away from what is recommended by health institutions. • Managerial / societal implications This research provides leads in terms of public health, inviting public authorities to rethink communication campaigns related to healthy eating. • Originality This work draws its originality from the methodology used, combining both management sciences and nutrition.

Keywords: Youtube; influenceurs; expertise; alimentation saine, netnographie; healthy (search for similar items in EconPapers)
Date: 2023-03-27
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Published in Décisions Marketing, 2023, N° 109 (1), pp.57-77. ⟨10.3917/dm.109.0057⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04320896

DOI: 10.3917/dm.109.0057

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