Is natural good for you? Myths, perceptions and science in advertising, marketing and the media

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dc.contributor.advisor Claassen, George
dc.contributor.author Frost, Jennifer
dc.contributor.other Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of Journalism. en
dc.date.accessioned 2012-07-06T07:39:37Z
dc.date.available 2012-07-06T07:39:37Z
dc.date.issued 2008-03
dc.identifier.uri http://hdl.handle.net/10019.1/21623
dc.description Thesis (MPhil)--Stellenbosch University, 2008. en_ZA
dc.description.abstract ENGLISH ABSTRACT: This assignment explores the assumptions and perceptions – both real, and created by the media, marketers and advertisers – surrounding the word “natural” when applied to health foods, vitamins, home remedies and medication. It also examines the anti-science stance taken by many promoters of such products and the appeal that stance holds for targeted consumers. In it an attempt is made to answer the following questions: What is the source of this apparently “antiscience” point of view? How have the media contributed to this type of sentiment? Why do socalled “natural” products hold more appeal to consumers than their synthetic equivalents? Is there a difference between such products? Is the difference real or perceived? Or, is it merely a media construct? Does the popularity of these ideas indicate a growing distrust of science and governments? What effect has the media’s portrayal of science had on peoples’ attitudes to it? And, above all, what have the media done to advance the idea that “natural” is good for you? en_ZA
dc.description.abstract AFRIKAANSE OPSOMMING: Hierdie werkstuk ondersoek die veronderstellings en persepsies – die werklike sowel as dié wat deur die media, bemarkers en adverteerders geskep word – met betrekking tot die woord “natuurlik” wanneer dit toegepas word op gesondheidsvoedsel, vitamiene, boererate en medikasie. Dit bekyk ook die antiwetenskaplike houding wat baie voorstanders van sodanige produkte inneem en die trefkrag wat dié houding op die teikenmark uitoefen. In dié studie is ’n poging aangewend om die volgende vrae te beantwoord: Wat is die oorsprong van hierdie klaarblyklik “antiwetenskaplike” oogpunt? Hoe het die media bygedra tot dié idee? Hoekom is die sogenaamd “natuurlike” produkte soveel aantrekliker vir die gebruiker as hulle sintetiese ekwivalente? Is daar ’n verskil tussen sodanige produkte? Is daar ’n werklike verskil of is dit slegs ‘n persepsie? Of is dit bloot ’n maaksel van die media? Dui die gewildheid van hierdie idees op ’n toenemende gebrek aan vertroue in die wetenskap en die owerhede? Watter uitwerking het die media se voorstelling van die wetenskap op mense se houding ten opsigte daarvan? En, veral, wat het die media gedoen ter bevordering van die idee dat “natuurlik” goed is vir jou? af
dc.format.extent 76 leaves : ill.
dc.language.iso en_ZA en_ZA
dc.publisher Stellenbosch : Stellenbosch University
dc.subject Advertising -- Natural foods en_ZA
dc.subject Nutrition in mass media -- South Africa en_ZA
dc.subject Natural foods industry -- Press coverage -- South Africa en_ZA
dc.subject Mass media and public opinion -- South Africa en_ZA
dc.subject Mass media and publicity en_ZA
dc.subject Theses -- Journalism en_ZA
dc.subject Dissertations -- Journalism en_ZA
dc.title Is natural good for you? Myths, perceptions and science in advertising, marketing and the media en_ZA
dc.type Thesis en_ZA
dc.rights.holder Stellenbosch University en_ZA


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