The Effect of Food Advertisements on Instagram with the
Purchasing behavior of users ages 13-19
Presented to the
Department of Communication
In Partial Fulfillment
Of the Course Requirements for the
Degree Bachelor of Communication
Major in Media Production
The Problem and Review of Related Literature
Background of the Study:
The media plays a very important role in our society today. The media is all around us. From the shows we see on TV, the music we hear from the radio, to the books, magazines, and newspapers we read every day. Without media, everyone in the societies would be remote, not only from the rest of the world, but from governments, law-makers, and neighboring towns and cities. (The media’s role in society. Retrieved July 11,2013 from http://www.mona.uwi.edu/jct/documents/scott.pdf.)
The speed of media also resulted in bringing people around the world closer. Media also has a tremendous source of information for individual as well as for the whole society. The mass media play an important role in communicating these transformations. By giving the necessary information, and sometimes skills, the media can help bring about this change.
Media has three kinds which are, first the Publishing Media; it is the oldest form of mass media. This media includes books, news papers and magazines. The publishing media or the print media is no longer the only source of mass communication nowadays, as a result there has
follow special interests groups, and follow other people such as famous celebrities, friends, family members, relatives and other random common friends. Instagram also allow users to leave comments to other user’s photos and can also hit the like button. Its distinctive feature is that it confines photos to a square shape, similar to Polaroid printed pictures; it also comes handy because buying expensive films like Polaroid is not a problem. Not only can users use Instagram to take, share or repost photos. Businesses are also using Instagram to increase the impact of their corporations. Instagram allow companies to put in hashtags which will help users to find photos easily and increase the number of followers and likes. Foodstagramming is the practice or perhaps obsession of posting and sharing food photos across social networking sites like Instagram which is also a trend to many. People post pictures of their food from breakfast, lunch, snack, dinner and even midnight craving just to share to their followers what they’re currently having. Instagram was produced by Kevin Systrom and Mike Krieger and launched on October of 2012 and now is used by millions and millions of people. The researcher chose 13-19 as the variables of the research because; this stage is most likable to be the big percentage of Instagram users in the world. Thus, whatever information they obtain from media will contain an effect on them either physically, emotionally or together. (De Jesus, 2012). With this, the researcher will focus on the teenagers as their variables in determining the effects of food advertisements on Instgram to the purchasing behavior of users ages 13-19. For young people, Instagram is a media-sharing app with a whole lot of emphasis on the sharing. It’s 4
more like photo and video-enhanced socializing. Like all users, teens have fun taking, enhancing, sharing, and commenting on photos and videos. But they are not just commenting on them, they are socializing with them in mixed-media conversations that include plenty of likes and links too. The researcher also chose food advertisements on Instagram because it is what istagram is famous about. Aside from posting pictures and short videos Instagram is being used now to advertise products a certain company is selling and food is on top of it. Users take pictures of their meal and check in to the place where the...
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