Biocultural analysis: the effect of the advertising campaign “5 a day” on pupils

• Autores: Julia Navas López
• Localización: Nómadas: Critical Journal of Social and Juridical Sciences, ISSN-e 1578-6730, Nº. 21, 2009, págs. 305-311
• Idioma: español
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• Resumen
  • español

    Objetivos: Análisis del efecto de la campaña “5 al día” en escolares. El estudio se realiza desde la antropología de la nutrición. Metodos: En una muestra de 90 escolares de 3 a 5 años de un centro escolar privado de la Comunidad Autónoma de la Región de Murcia, en un total de 9 aulas, dos por nivel, se seleccionan 10 niños por clase que no coman en comedor. El análisis se realiza en el primer trimestre del 2005, con la combinación de metodologías cualitativas y cuantitativas: revisión bibliográfica, 9 grupos de discusión a niños, 90 entrevistas semiestructuradas a familiares, 9 talleres nutricionales y 180 cuestionarios de frecuencias. Resultados: Los escolares que fueron sometidos a la publicidad alimentaria no mantuvieron su conducta en el tiempo. Aunque la publicidad era una herramienta útil, en el consumo de frutas y hortalizas, fue mayor la influencia de sus semejantes. Conclusión: La complejidad del comportamiento alimentario implica la introducción del aspecto nutricional junto con otros muchos factores, por ello la acción educativa debe tener en cuenta la variable relacional y, en concreto la influencia de los iguales.

  • English

    Objetive: We analysed the effect of the advertising campaign “5 A Day” on pupils. The investigation focused on how pupils perceived food advertising from an anthropological point of view. Design: The analysis was based on a combination of qualitative and quantitative methodologies. The following items were used for the study: References revision, Participant observation, 9 discussion groups with pupils, 90 semi structured interviews to families, 9 nutrition workshops, Collection of data using frequency questionnaires (180). Setting: We selected 10 pupils in each classroom. We only selected pupils that didn’t eat in the school dining room. Participants: A sample of 90 pupils (aged from 3-5) in a private school in Murcia. The parents of each child. Interventions: In the first term of the 2004-2005 course. A participant observation was made: during the first two weeks the students were shown a video. The children were involved in various nutritional workshops. Interviews were carried out to the parents of each child. After the workshops, six discussion groups were executed (one for each classroom). Results: Pupils that saw the food adverts didn’t maintain their revised eating habits over time. Although they believed food advertising was a useful tool in the consumption of fruits and vegetables, there were other, more important influences. There were other influences like seeing their peers eating fruit and vegetables. Conclusion and Implications: Eating habits are very complex and rely on nutritional guidance as well as other factors. Because of this we must study other variables, like the influence of peers.