Abstract
ABSTRACT Food safety in restaurants is an increasing concern among consumers. A primary population segment working in foodservice is receiving food safety information through new media channels such as video social network websites. This research used content analysis to examine the purpose and messages of food safety‐related videos posted to YouTube. A usable sample of 76 videos was identified using “food safety” in the YouTube search function. Results indicate that videos must be artfully developed to attract YouTube users while conveying a credible and educational message. Communicators must also monitor new media for competing messages being viewed by target audiences and devise strategies to counter such messages. This one‐time snapshot of how food safety was portrayed on YouTube suggests that the intended purpose of videos, whether educational or entertainment, is not as relevant as the perceived purpose and the message being received by viewers. PRACTICAL APPLICATIONSFindings from this study inform food safety educators working with young adults about existing messages in emerging communications channels. Many youth are moving to new social networking and online resources for entertainment and education. These findings characterize food safety information youth can currently access on one such site. By knowing what complementary and competing messages exist, educators, food safety experts and communicators can more strategically develop messages for this medium, which, in turn, helps achieve their communication or educational objectives.
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