Framing the debate and taking positions on food allergen legislation: The 100 chefs incident on social media

Abstract

Those suffering with food allergies and intolerances need to consider risk every day, and professional organisations are increasingly enrolled in this risk management venture (e.g. offering support, developing legislation, and enforcing laws). Following the release of new food allergen rules in the UK, the Daily Telegraph, a national broadsheet newspaper published a letter and an article in March 2015 endorsed by 100 chefs criticising the legislation. The chefs felt that innovation and creativity were being harmed by the requirement to state the presence of 14 allergens in the dishes they cooked. Following the release, many food allergen-concerned consumers utilised social media to share their views. In this article we use qualitative research data, comments posted online and collected between 9 and 16 March 2015, to explore how claimants positioned themselves and others in the ensuing online debate, and how the debate itself was framed. The data included traditional news articles, online forum comments, individual Twitter posts, and Twitter discussions. We identified frames across the debate discourse that emphasised medical concerns around managing risks associated with food allergy/intolerance, the assignment of responsibility, fairness of access, the political nature of the debate, and the financial implications involved. We draw on Positioning Theory to illustrate how user-positions can be defined, redefined, and challenged in the light of new or varying information. Our findings have implications for understanding communication around managing food risks from both a consumer and business perspective, and understanding the progression of debates through both traditional and new media platforms.

Perceptions of Food Hypersensitivity Expertise on Social Media: Qualitative Study (Preprint)

“…Interview discussions demonstrated clearly-defined groups of FH users on various social media platforms (e.g., Twitter discussion participants, or members of Facebook support groups); supportive groups similar in nature to those seen by Broome et al [23], Greene et al [1] and Hamshaw et al [26]. Groups supported fellow users when information or advice was needed, and drawing on and deferring to the knowledge of others (even when considered an expert yourself) was considered a highly-regarded trait in someone supporting the community.…”

“…Thriving groups of specific health-concerned users exist on social media, for example diabetic users on Facebook [1], and food allergic/intolerant individuals on Twitter [26]. Those with healthconcerns are sharing experiences as well as gaining independence and self-sufficiency online [3].…”

Tweeting and Eating: The Effect of Links and Likes on Food-Hypersensitive Consumers’ Perceptions of Tweets

“…We address this with a group that has particular reason to consider the veracity and provenance of information about food—food-hypersensitive (FH) consumers that are seeking to avoid food that contains particular allergens. Twitter is a useful tool for this community for gathering or sharing important and useful information as well as seeking social support ( 8 ).…”

“…The role of social media in providing information or social support for people with FHs has received little empirical attention. Given that there is no cure for FH and the prevention of a reaction by avoiding consumption of the offending food allergen is vital, it is not surprising that social media provides information (e.g., product alerts) and sources of support through forums, discussion groups, blogs, and microblogs ( 8 ). Social media has also increasingly become a platform for industry, support groups, and those with regulatory responsibilities to circulate information relating to FH.…”

“…In terms of social media, motivations similarly fall broadly into the realms of information-seeking, passing time, and entertainment, but with greater emphasis on news sharing, social interaction, keeping in touch, and surveying what others are doing ( 40 – 44 ). Thriving groups of specific health-concerned users interact on social media and make use of such platforms for sharing useful information and emotional support [e.g., people living with cystic fibrosis—( 45 ); diabetic individuals on Facebook—( 46 ), and FH individuals on Twitter—( 8 )]. For people caring for loved ones, social networking platforms can be a good source of reassurance ( 47 ).…”