Abstract

This study examined the #MyPlateMyWins Twitter campaign from ChooseMyPlate.gov to understand the motivational strategies used to influence people to change their eating habits. Although studies have explored healthy diet promotion in a variety of contexts, researchers have been slower to explore how Twitter is used in this regard. Applying Uses and Gratification (U&G) theory and using a thematic analysis, this paper found three major strategies used by the campaign: Starting with small changes in health behavior; being a healthy eating role model for kids; and, remaining physically active. These findings should be helpful for organizations or individuals to design effective strategies on social media platforms to advocate people to change their healthy eating behavior. A major limitation of this research is that it used data from only one campaign and one hashtag. Accordingly, I suggested conducting future research using persuasive contents from more than one campaign and hashtag to find the more refined outcome.

Advisor

Christopher Brown

First Committee Member

Anne Kerber

Second Committee Member

Jennifer Veltsos

Date of Degree

2017

Language

english

Document Type

Thesis

Degree

Master of Arts (MA)

Department

Communication Studies

College

Arts and Humanities

Creative Commons License

Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

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