magistrsko delo
Ana Starman (Author), Elizabeta Mičović (Mentor), Tomaž Langerholc (Co-mentor)

Abstract

V zaključnem delu je na podlagi pregledane literature o aditivih za živila in obveščanju o tveganjih na področju živil pripravljen komunikacijski načrt. Osnovo za pripravo komunikacijskega načrta je predstavljal pregled načinov ozaveščanja potrošnikov o aditivih. Za obdobje od januarja 2015 do februarja 2021 so opredeljena tri ključna komunikacijska sporočila in aktivnosti ter komunikacijska orodja, katerih namen je splošno ozaveščanje o aditivih. Obravnavane so spletne strani različnih virov (UVHVVR, NIJZ, EFSA, Prehrana.si, ZPS, EUFIC in RTV Slovenija) in njihova aktivnost na družbenih omrežjih (Facebook, Instagram, YouTube). Ugotovitve nakazujejo potrebo po posodobitvi vsebine o aditivih na spletnih straneh in povečanju aktivnosti ozaveščanja na družbenih omrežjih o tej temi. V komunikacijskem načrtu so opredeljeni namen in cilji komuniciranja, ciljna skupina, ključna komunikacijska sporočila, predlagane aktivnosti in komunikacijska orodja ter naveden predviden čas, potreben za izvedbo posamezne aktivnosti. Predlagana je izdelava različnih vizualnih orodij ter izvajanje intervjujev s strokovnjaki v informativnih televizijskih in radijskih oddajah. Skozi celotno komunikacijsko kampanjo je priporočeno redno obveščanje o poteku aktivnosti in uporaba družbenih omrežij. S tovrstnimi pristopi je predpostavljeno učinkovito izvedeno ozaveščanje in dosega zastavljenih komunikacijskih ciljev.

Keywords

aditivi za živila;potrošniki;obveščanje o tveganju;komunikacijski načrt;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM FKBV - Faculty of Agriculture
Publisher: [A. Starman]
UDC: 641:664.022.3:366.5(043)=163.6
COBISS: 65662979 Link will open in a new window
Views: 484
Downloads: 126
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Other data

Secondary language: English
Secondary title: Developing a Communication Plan on Food Additives
Secondary abstract: A communication plan on food additives was developed based on the literature review in the field of food additives and risk communication. The communication plan was further based on a review of established ways and means of raising awareness on food additives. Within this review, three key communication messages, communication activities, tools and channels used from January 2015 to February 2021 to raise awareness on food additives, were identified. Websites and social media (Facebook, Instagram, YouTube) from different sources (including Administration of the Republic of Slovenia for Food Safety, Veterinary and Plant Protection, National institute of Public Health, EFSA, Slovene Consumers’ Association and EUFIC) were included. The findings indicated the need to update the content on food additives on websites and a more frequent use of social media. The communication plan identifies communication objectives, defines the target audience, key communication messages, communication activities (with estimated times to implement each activity), tools and channels. The use of various visualisations such as posters, infographics and videos, as well as interviews with experts on television and radio shows is recommended. Regular use of social media is advised throughout the communication campaign. By utilising proposed principles, an efficient communication campaign on awareness of food additives is presumed.
Secondary keywords: food additives;consumers;risk communication;communication plan;
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Fak. za kmetijstvo in biosistemske vede
Pages: IX, 62, [1] f.
ID: 12913134