Advanced

Det vita giftet eller naturens hälsodryck? : En nätverksanalys av hur mjölk representeras online

Roos, Cecilia LU and Palm, Caroline LU (2015) ABMM54 20151
Division of ALM
Department of Arts and Cultural Sciences
Abstract
The aim of our study is to understand how milk is represented online, more specifically on the Swedish web. We are interested in how information is being produced and distributed online, and also how networks of information are interconnected. We choose to examine milk because of the current controversies that have flourished online between a Swedish oat milk company and a Swedish milk organisation. The debate begun when the company that produces oat milk claimed that it was healthier than cow milk. The perception of milk in Swedish society has changed through history, which we also discuss. We use a mixed methods approach, using both quantitative and qualitative methods. The quantitative method consists of network analysis, using a tool... (More)
The aim of our study is to understand how milk is represented online, more specifically on the Swedish web. We are interested in how information is being produced and distributed online, and also how networks of information are interconnected. We choose to examine milk because of the current controversies that have flourished online between a Swedish oat milk company and a Swedish milk organisation. The debate begun when the company that produces oat milk claimed that it was healthier than cow milk. The perception of milk in Swedish society has changed through history, which we also discuss. We use a mixed methods approach, using both quantitative and qualitative methods. The quantitative method consists of network analysis, using a tool called Issue Crawler, which we have used to identify issue networks connected to milk on the Swedish web, and digital analysis using Google and Google Trends. Some of the webpages that are a part of the issue networks have then been chosen and studied qualitatively through text analysis. Our theoretical framework is based on Stuart Hall’s theory of representation and on danah boyd’s concept of networked publics, which we have used to analyse our results. We discuss which companies and organisations hold the key role of the debate online and how this in the long run may affect people. Our conclusions show that the actors visible in the debate about milk on the Swedish web mainly are blogs concerning health, governmental organisations and news sites. The different actors describe and represent milk in different ways depending on what issue network they are part of. Some actors describe milk as healthy and vital for the human body, others describe milk as the unhealthy and dangerous, while others are more neutral. The networked publics we have found consist of what we call the norm, those who are anti-milk consumption, and those who are pro-milk consumption. (Less)
Please use this url to cite or link to this publication:
author
Roos, Cecilia LU and Palm, Caroline LU
supervisor
organization
alternative title
White Poison or Nature’s Health Drink? : A Network Analysis of How Milk is Represented Online
course
ABMM54 20151
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Issue Crawler, networked publics, issue networks, mjölk, nätverksanalys, Google, representation, ABM, biblioteks- och informationsvetenskap
language
Swedish
id
5435056
date added to LUP
2015-06-16 09:39:56
date last changed
2015-06-18 14:04:25
@misc{5435056,
  abstract     = {The aim of our study is to understand how milk is represented online, more specifically on the Swedish web. We are interested in how information is being produced and distributed online, and also how networks of information are interconnected. We choose to examine milk because of the current controversies that have flourished online between a Swedish oat milk company and a Swedish milk organisation. The debate begun when the company that produces oat milk claimed that it was healthier than cow milk. The perception of milk in Swedish society has changed through history, which we also discuss. We use a mixed methods approach, using both quantitative and qualitative methods. The quantitative method consists of network analysis, using a tool called Issue Crawler, which we have used to identify issue networks connected to milk on the Swedish web, and digital analysis using Google and Google Trends. Some of the webpages that are a part of the issue networks have then been chosen and studied qualitatively through text analysis. Our theoretical framework is based on Stuart Hall’s theory of representation and on danah boyd’s concept of networked publics, which we have used to analyse our results. We discuss which companies and organisations hold the key role of the debate online and how this in the long run may affect people. Our conclusions show that the actors visible in the debate about milk on the Swedish web mainly are blogs concerning health, governmental organisations and news sites. The different actors describe and represent milk in different ways depending on what issue network they are part of. Some actors describe milk as healthy and vital for the human body, others describe milk as the unhealthy and dangerous, while others are more neutral. The networked publics we have found consist of what we call the norm, those who are anti-milk consumption, and those who are pro-milk consumption.},
  author       = {Roos, Cecilia and Palm, Caroline},
  keyword      = {Issue Crawler,networked publics,issue networks,mjölk,nätverksanalys,Google,representation,ABM,biblioteks- och informationsvetenskap},
  language     = {swe},
  note         = {Student Paper},
  title        = {Det vita giftet eller naturens hälsodryck? : En nätverksanalys av hur mjölk representeras online},
  year         = {2015},
}