The impact of food marketing on the food choices of Maltese teenagers.

Abstract

Food availability is influenced by (a) geography, season, food preservation and distribution systems, which affect physical availability and (b) the ability of the individual to acquire what is available. These two elements are closely linked and the relative importance of each will depend on the situation. Geissler and Powers (2005) furthermore maintain that the spread of mass media with its huge amounts of money, amounting to millions, being spent each year offer a powerful influence on the two elements mentioned above. This is more so with children and youths who on their part cannot fully distinguish the impact the media of communication has on them. In their tum they will then pester their parents to choose their likes in food preferences. As they grow up and have their own money to spend they would be in a better position to make their own choices. Throughout these last years many studies tried to establish the influence of media of communication on children and youths. This is mainly due to the social dimension of food. Its readily available in certain parts of the world and lacking in others. This gives rise to various circumstances, from people dying of hungry to people dying out of the will not to eat to keep their figure (anorexia nervosa). This study tried to show, using focus groups, how different marketing techniques are influencing the eating behaviour of Maltese youths. We have tried to show how the local media is influencing our youths sometimes even using foreign advertising. In this study it was shown how our youths are not different from their counter parts in other parts of the westernised world.

This was achieved by making use of focus groups using the qualitative interpretation of the facts gathered during the focus group sessions. The group sessions were directed by the use of a number of advertising materials which is published in local magazine. It should also be noted that during the sessions, the youths themselves made reference to other advertising material they regularly meet during the day starting from the posters placed along our roads, the screens on the buses and the local and foreign television stations. It must be said that results also confirm and compliment other studies conducted locally. This study along with others previous published considers the need of all concerned to act immediately to counteract the effects of marketing and mass media is having on our youths. This could be effectively done if all stake holders recognise their responsibility towards a healthier society.