Instagram營養師內容創作者之知識導向圖像式貼文內容分析研究

Abstract

營養保健與食品安全對人們健康帶來的影響越來越受到重視，於日常中培養良好的飲食習慣並建立相關知識，在產生疾病前先加以預防，不僅能促進健康的生活型態，也能減輕相關醫療負擔。在數位時代之下，社群媒體是年輕族群獲取資訊的重要管道，也成為知識傳播和交流的場域。另一方面，在網路的閱讀環境中，人們更容易被視覺化資訊所吸引，圖像式社群媒體的使用者也持續增加。本研究以營養師經營的Instagram帳號作為分析對象，透過內容分析法探討營養師如何透過圖像式貼文推廣營養保健知識，統整何種類型的資訊與傳達方式容易吸引更多讀者觀看互動，以及觀察營養師經營社群媒體之情況。本研究搜集9位營養內容創作者的Instagram帳號所發布總計180則貼文，其中包含601張圖片、3509則留言，分別針對貼文的資訊內容、圖片呈現設計、營養內容創作者與讀者的互動情形進行內容分析。透過研究發現營養內容創作者會結合貼近人們生活的主題講述營養相關知識，並以多樣的傳達方式、資訊呈現形式將知識透過社群媒體的圖像貼文傳遞給讀者。依據本研究結果得出以下結論：（一）營養內容創作者主要於社群媒體分享飲食保健類型貼文；（二）透過圖片編排設計及精簡資訊內容可提升傳播效率；（三）社群媒體能促進營養內容創作者與讀者的互動交流。最後參考結論對社群媒體健康資訊傳播者提出建議：（一）採用多元的主題貼近讀者需求；（二）運用視覺圖像編排有效傳播資訊；（三）運用社群媒體互動功能增加粉絲緊密度。

The impact of nutrition and food safety on human health is increasingly recognized. Cultivating good eating habits and establishing relevant knowledge in daily life can prevent diseases, promote a healthy lifestyle, and reduce medical burdens. In the digital age, social media is a key channel for young people to obtain information and a venue for knowledge dissemination and exchange. Image-based social media platforms have gained popularity recently. This study uses content analysis to explore how nutrition influencers on Instagram promote nutrition and health knowledge through image-based posts and examines the types of information that attract more reader interaction.This study analyzed a total of 180 posts from nine nutrition influencers' Instagram accounts, including 601 images and 3,509 comments. It focused on the posts' content, image design, and the interaction between nutrition influencers and readers. The findings reveal that nutrition influencers use relatable themes and diverse communication methods to convey nutrition knowledge through image-based posts. The conclusions are: (1) Nutritionists mainly share diet and health-related posts on social media; (2) The arrangement and design of images and concise information canimprove communication efficiency; (3) Social media can enhance interaction and communication between nutritionist content creators and readers. Based on these conclusions, the study provides suggestions for health information disseminators on social media: (1) Adopt diverse themes to meet readers' needs; (2) Use visual image arrangements to effectively convey information; (3) Utilize social media interaction features to increase follower engagement.