Decoding the Digital Diet: A Study on Multimedia Content Related to Food by Macro-Influencers on Instagram in Spain

Paula von-Polheim; Carolina Moreno-Castro

doi:10.51698/tripodos.2026.60.05

Autors/ores

Paula von-Polheim Universitat de València https://orcid.org/0000-0001-6012-1187
Carolina Moreno-Castro Universitat de València https://orcid.org/0000-0001-7453-4257

DOI:

https://doi.org/10.51698/tripodos.2026.60.05

Paraules clau:

Food communication, influencers, Instagram, nutrition, social networks

Resum

The present study examines the specific characteristics of food influencers’ profiles on Instagram to identify the correlation between their educational background in Nutrition and the quality of the content they disseminate. For this purpose, a representative sample of 24 profiles was selected based on specific criteria. Using a mixed-methods approach that integrates quantitative (descriptive) and qualitative techniques (taxonomy-based), this work provides a broad and detailed perspective on the current dynamics of digital communication in food and Nutrition. Among the findings, it is noteworthy that only 4 % of the selected influencers have specialised university training in Nutrition. This raises concerns about the quality and credibility of the nutritional information provided through these channels.

______________________

El presente estudio examina las características específicas de los perfiles de influencers de alimentación en Instagram con el objetivo de identificar la correlación entre su formación educativa en Nutrición y la calidad de los contenidos que difunden. Para ello, se seleccionó una muestra representativa de 24 perfiles basándose en estos criterios. Mediante una metodología de enfoque mixto que integra técnicas cuantitativas (descriptivas) y cualitativas (partir del diseño de una taxonomía), este trabajo ofrece una perspectiva amplia y detallada sobre las dinámicas actuales de comunicación digital en el ámbito de la alimentación y nutrición. Entre los hallazgos destacan que un porcentaje minoritario, solo el 4 %, de los influencers seleccionados posee formación universitaria especializada en el área de Nutrición, un factor que plantea algunas dudas sobre la calidad y credibilidad de la información nutricional proporcionada a través de estos canales.

______________________

El presente estudio examina las características específicas de los perfiles de influencers de alimentación en Instagram con el objetivo de identificar la correlación entre su formación educativa en Nutrición y la calidad de los contenidos que difunden. Para ello, se seleccionó una muestra representativa de 24 perfiles basándose en estos criterios. Mediante una metodología de enfoque mixto que integra técnicas cuantitativas (descriptivas) y cualitativas (partir del diseño de una taxonomía), este trabajo ofrece una perspectiva amplia y detallada sobre las dinámicas actuales de comunicación digital en el ámbito de la alimentación y nutrición. Entre los hallazgos destacan que un porcentaje minoritario, solo el 4 %, de los influencers seleccionados posee formación universitaria especializada en el área de Nutrición, un factor que plantea algunas dudas sobre la calidad y credibilidad de la información nutricional proporcionada a través de estos canales.

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Biografies de l'autor/a

Paula von-Polheim, Universitat de València

Paula von Polheim is an FPU PhD student (with a pre-doctoral contract from the Spanish Ministry of Science, Innovation and Universities) in the Communication and Interculturality program at the University of Valencia, within the Department of Theory of Languages and Communication Sciences. In addition, she is a researcher in training at the Institute for Research in Social Welfare Policies (POLIBIENESTAR). In 2019, she graduated as a student of Communication, with a mention in Journalism. She has completed the Master’s Degree in Social Communication of Scientific Dissemination of the International University of Valencia (VIU) in 2020. In addition, she was hired by the University of Córdoba (UCO) as a Communication and Writing Technician in 2021, working within the Scientific Culture and Innovation Unit where she engages in scientific dissemination activities. Related to her line of research, her main work focuses on the Anglo-Hispanic communication about food and health, which is part of the ESMODA-ECO National Project.

Carolina Moreno-Castro, Universitat de València

Carolina Moreno is a full Professor of Journalism and member of the Institute on Social Welfare Policy at the University of Valencia. She is also a member of the advisory board of the Studies Centre on Science, Communication, and Society from the Pompeu Fabra University (CCS-UPF); member of the Scientific Advisory Council of the GADEA for Science Foundation (GSF). She began her research career at the Institute for Advanced Social Studies (IESA) of the Spanish National Research Council (CSIC), in 1993. All of her works have had a significant impact on media due to her great interest to the transfer of the results of her research to society. Also, she has been collaborating in the knowledge transfer with the Spanish Foundation for Science and Technology (FECYT), and with the Organization of Ibero-American States (OEI). Moreover, she has carried out research stays at international centres such as Cornell University (Ithaca, New York); the Austral University (Valdivia, Chile); the Quilmes University and the National University of Tres de Febrero (in Buenos Aires, Argentina); and at Harvard University (Cambridge, Massachusetts). During the last decade, she has been leading the ScienceFlows group, from where she currently coordinates and leads international projects.

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