Today internet is considered as one of the main source of information on food risks (Kummervold et al. 2008). Blogs, in particular, have become a relevant area of study thanks to their ability to transfer information in a capillary manner and to create spaces for interaction among users (Baker and Moore 2008). Several studies examined the effects of the dissemination of unhealthy nutrition behaviours within blogs and forums (Dias 2003; Eichhorn 2008; Tierney 2006); however, to date there are no examples of Italian studies aimed at promoting correct eating practices in food blogs.
The research project here described was aimed at disseminating correct cooking habits targeted to consumers who surf the internet through the food blog network. The food bloggers were therefore involved in the research project as communicators who could be able to influence their followers’ food practices. In order to achieve this goal a strategy which combined social research, risk communication techniques and online training was experimented.
The first phase of the project consisted in the definition of the Italian food bloggers’ profiles. A quantitative online survey was conducted in order to analyse the bloggers’ communicative aims, the level of knowledge of the main food risks, their interest in food safety issues and their risk perception. A total of 277 Italian food bloggers were interviewed.
The second phase of the project consisted in the design and implementation of an online training course targeted to Italian food bloggers. 108 food bloggers enrolled in the training course and 44 got the certificate of attendance concluding all the assigned tasks. The online training, based on a community-centred approach, was conducted through interactive video lectures and online debates with the support of an online learning environment (Moodle platform). At the end of the training the bloggers were expected to do a project work which included drafting one recipe following the correct procedures for food management. The recipes have been published online in a specific recipe book (third phase). The satisfaction of the training course was assessed by administering an ex-post questionnaire to participants. Processed data highlighted a positive evaluation of the training course by food bloggers. All the training materials were made available online to enable the food bloggers to share and disseminate them through the web.