ADVT12_241_171
PORTFOLIO. PLANNING AND ETHNOGRAPHY: MEDIA USAGE + NUT MILK
CELIA SPENCER
MEDIA USAGE DIARY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY USAGE ANALYSIS ONLINE ETHNOGRAPHY RESEARCH Q1 RESEARCH Q2 RESEARCH Q3 RESEARCH Q4 REFERENCES
CONTENT.
4 6 8 10 12 14 16 18 22 24 28 31 34 40
MEDIA media noun 1. the main means of mass communication (broadcasting, publishing, and the Internet) regarded collectively. "their demands were publicized by the media" 2. plural form of medium.
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MEDIA CONSUMPTION DIARY. The following is a media diary recording of my media usage for 5 days; Tuesday through Saturday. Each day consists of time of day media was used, through what source, for what purpose, and the mood in while using media vehicles.
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10AM: WAKE UP
1PM: INTENET ADVERTISING CLASS
MOOD: Awake from sleep in. Ready for day ahead.
MOOD: Eager due to interest in class
MEDIA: i. IPHONE: In bed - Check notifications received overnight - Social media sites; Instagram, Facebook, .................... Snapchat - Check emails
MEDIA: i. IPAD MINI: In lecture class - iBooks application to follow lecture slides while taking notes
7PM: EXERCISE
ii. APPLE IMAC: - iTunes, play music through speaker
MOOD: Excited for netball match and run
11AM: MEETING MOOD: Energetic MEDIA: i. IPHONE: On way to meeting place - Messenger; text to check meeting is still on
MEDIA: i. IPHONE: At home - Check if team members are at court - Strava fitness application - Log run analytics eg. GPS for kilometres, ...................tracking times, comparing previous runs - Music application was also used for run with ...................headphones
TUESDAY
STATS HEALTH 1% PRODUCTIVITY 6%
5 HOURS
4 HOURS
SOCIAL 35% 3 HOURS
2 HOURS
MESSAGING 53%
1 HOURS
ENTERTAINMENT 6%
0 HOURS IPHONE
IMAC
IPAD
The above bar graph shows the total day's usage in hours per form of media. The above pie chart shows the purpose for media usage in percentage per category.Â
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WEDNESDAY 9.30AM: WAKE UP
10AM: LAUNDRY
2PM: CLASS
MOOD: Annoyed as cleaners came early
MOOD: Neutral, doing chores
MOOD: Eager due to interest in class
MEDIA: i. IPHONE: In common room - Check notifications .................received overnight - Scroll through social media ...............sites; Instagram, Facebook, ...............Snapchat - Check emails
MEDIA: i. IPHONE: After cleaner’s left - Clock application - Timing machine duration - Scroll social media sites ii. MACBOOK PRO: Assignment - University club duties iii. IPHONE - Phone call for an hour
MEDIA i. NO MEDIA: - Due to nature of class, - Listening to lecturer is ...........most beneficial in learning
7PM: MEETING
9.30PM: EXERCISE
MOOD: Enthusiastic
MOOD: Exhausted, yet determined
i. MACBOOK PRO AND PROJECTOR SCREEN: - Projecting website to meeting members
i. IPHONE: - Strava application was used to log run analytics - Music application was also used for run with ....headphones
ii. NO MEDIA FOR NOTES: - Pen and paper used to take meetings notes
4.5 HOURS
4.5
3.375 HOURS
2.25 HOURS
Hours on iPhone The most used form of media on Wednesday.
1.125 HOURS
0 HOURS IPHONE
MACBOOK
OTHER
THURSDAY 9.30AM: WAKE UP
11AM: CLASS
1PM: WORK SHIFT
MOOD: Rushed
MOOD: Prepared
MOOD: Tired
MEDIA: i. NO MEDIA: - No time to check media
MEDIA: i. IPAD: In hands in front of class - Used for notes for presentation
MEDIA: I. COMPUTER - Work emails and Excel spreadsheets on work ii. IPHONE - Half hour of social media usage on break
ii. DESKTOP COMPUTER: Used for projection - Kahoot online for class to complete quiz
10PM: DINNER & TV MOOD: Exhausted, ready for bed MEDIA: i. IPHONE: - Phone to call and order pizza ii. IMAC: - YouTube; watching Rick and Morty with friends
SOCIAL 17% PRODUCTIVITY 32%
ENTERTAINMENT 16%
MESSAGING 35%
Percentage of media usage purpose per category
STATS .13
FRIDAY 8.30AM: ALARM
10.30AM: WAKE UP
MOOD: Sleepy
MOOD: Annoyed, slept through class
MEDIA: i. IPHONE: - Turn alarm off and fall back to sleep
MEDIA: i. IPHONE: - Check notifications received overnight - Scroll through social media sites; Instagram, Facebook, Snapchat - Check emails
12PM: WORK SHIFT
6.30PM: TV
MOOD: Rested, due to accidental sleep in
MOOD: Tired
MEDIA: I. COMPUTER - Work emails and Excel spreadsheets on work desktop
MEDIA: i. IMAC - Netflix catching up on newly released episodes
ii. IPHONE - Half hour of social media usage on break
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10AM: WAKE UP
6.30PM: DINNER
MOOD: Rested
MOOD: Hungry
MEDIA: i. IPHONE: - Check notifications received overnight - Scroll through social media sites; Instagram, Facebook, Snapchat - Check emails
MEDIA: i. IPHONE: - Message friends for dinner
7.30PM: BATLABS MOOD: Tired MEDIA: i. MACBOOK PRO: - Microsoft word writing assignment - iTunes listening to music while writing MOOD:
11.30AM: BATLABS MOOD: Determined MEDIA: i. MACBOOK PRO: - Microsoft word writing assignment - iTunes listening to music while writing
SATURDAY
STATS MESSAGING 50%
PRODUCTIVITY 50%
50% OF MEDIA was used of both productivity and messaging for the day
MEDIA USAGE ANALYSIS.
TECHNOLOGY USE My media usage for the five day period will be compared to that of research completed by Lai K, and Hong K, on their journal article Technology use and learning characteristics of students in higher education: Do generational differences exist? (2015) "For non-university-related activities, generational differences were detected for the use of mobile phones for communicating with friends (χ2(2) = 22.457, p < .0005), MP3/IPod (χ2(2) = 30.264, p < .0005) and Facebook/MySpace (χ2(2) = 18.940, p < .0005). The Mann–Whitney U test indi- cated that Group 1 (generation next) and Group 2 (net generation) used mobile phones for communicating with friends, MP3/IPod and Facebook/MySpace more often than Group 3 (digital immigrants). For generational differences in the use of laptop computers (χ2(2) = 10.007, p = .007), based on the Mann–Whitney U tests results, Group 2 respondents used laptop com- puters more often than digital immigrants. However, again, the effect sizes for the pairwise differences were in the range of .171 to .259, indicating low effect sizes and little practical significance in the differences between generations."
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80%
MOBILE PHONE
60%
Bar chart for daily use of mobile phones on non-university activities in percentage.
40%
20%
0% UNDER 2O
20 - 30
OVER 30
In comparison to the research study, my media usage on a mobile is comparable to that of the under 20 and 20 - 30 age group, age the mobile phone is my primary media source
SOCIAL MEDIA
70%
56%
Bar chart for daily use of social media on non-university activities in percentage
42%
28%
14%
0% UNDER 20
20 -30
OVER 30
100%
My social media usage is comparably low in comparison to the data from the study. In a typical day, I do not have a vast amount of time for scrolling on social media sites.
LAPTOP COMPUTER
75%
Bar chart for daily use of laptop computers on non-university activities in percentage.
50%
25%
0% UNDER 20
20 - 30
OVER 30
From my little use of a laptop computer, I do not compare to any age groups media usage percentage. This is due to my high usage of a mobile phone, reducing the need for a laptop.
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ONLINE ETHNOGRAPHY. RQ1: What is the perception of nut milk as an alternative to cow's milk in Australia? RQ2: What is the public perception of nut milk as an alternative milk for babies? RQ3: What do people think of Nut Mylk? RQ4: What do people expect from Milk alternative products?
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WHAT IS THE PERCEPTION OF NUT MILK AS AN ALTERNATIVE TO COW'S MILK IN AUSTRALIA?
The term nut milk used to describe any sort of liquid made primarily from crushed nuts, yet contains no form of milk at all. Nut milk is a revolutionary alternative to the normal dairy crammed milks. Consumers of the nut milk product consume the drink for a vast range of reasons. The common individual will choose a nut milk over cowâ&#x20AC;&#x2122;s milk due to either an intolerance, a certain lifestyle choice (vegan) or because of its health benefits. 17% of Australians aged 2 years or over are reported to avoid a food type due to an allergy or intolerance. Of that 17%, 4.5% are intolerant of cow's milk and dairy (Australian Bureau of Statistics, 2012). Purchases of nut milk over soy milk are due to the superior taste it has.
17% OF AUSTRALIANS
avoid a food type due to an allergy or intolerance The most common nut based milk alternative is almond milk. Almond milk is rich in mono-unsaturated fatty acids, dietary fibre, antioxidants, vitamin E, trace minerals and has a low calorie count. The milk is purely planted based and is 100% animal free, contains no cholesterol, and no protein. Due to these characteristics, the plant-based milk consumption continues to climb in Australia, "While the incidences of lactose intolerance have been increasing there have also been food trends that recommend avoiding cow's milk," IBISWorld analyst Lauren Magner says. From this, it is estimated the dairy free milk industry to be worth about $150 million, with a 6 per cent per annum growth over the past five years (Magner, 2016).Â
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YET, DISREGARDING THE NUT MILKS GROWTH IN POPULARITY, THE AVERAGE AUSTRALIAN STILL DRINKS COWâ&#x20AC;&#x2122;S MILK, WITH STATISTICS SHOWING THAT SEVEN OUT OF TEN PEOPLE STILL DRINK COW'S MILK, WITH ONLY THREE PER CENT CHOOSING A NUT ALTERNATIVES MILK (AUSTRALIAN HEALTH SURVEY, 2016).
The food trend Magner mentions can also be referred to as the vegan movement. Veganism is a rapidly increasing psychographic, thus decreasing the consumption of cow’s milk dairy products, and increasing that of plant based food products. A study was completed by Elizabeth Cherry on this vegan movement, and she takes a relational approach to the cultural movement. She categorizes vegans as two distinct groups; punk vegans, and non-punk vegans. From this distinction, an investigation proceeded on the ways the cultures practiced veganism differently. This view is similar to that of the Australians perception on those who purchase nut milk. The punk vegan, in common terms, can be referred to as a hipster, defined by Google as, “a person who follows the latest trends and fashions, especially those regarded as being outside the cultural mainstream” (2016). As this definition states, the hipster simply follows trends, disregarding their actual beliefs. Veganism is increasing due to its current trendiness and fad aspect. From this, it is the Australian’s perspective that consumers of nut milks are, in fact, just hipsters trying to be perceived as trendy in the social eye. It is commonly felt that if one partakes in the consumption of nut milks purely based on societal perceptions, you will be made a mockery of, or praised for your lifestyle choice. This also is a contributing factor to the growing psychographic.
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WHAT IS THE PUBLIC PERCEPTION OF NUT MILK AS AN ALTERNATIVE MILK FOR BABIES?
NUT MILK AND BABIES In this instance, the term ‘baby’ will be applicable to infants under the age of two. Babies under the age of two should not be given any form of nut milk due to two main factors; allergy’s and nutrients. The nut food group is the most common allergy foods, and the consumption of the food group by babies should be avoided, to elude an allergic reaction. The milk also does not provide a baby with all the nutrients they need to be healthy. Most mothers are very knowledgeable on the types of milk available for their baby and know what, and what not they should be consuming. Breast milk is the most suitable from a milk a baby can consume as it contains all the necessary nutrients. With 96% of mothers initiating breastfeeding (Australian National Infant Feeding Survey, 2010), it can be supported that this fact is known. If breast milk is unavailable for any reason, formula is then suggested. It is proposed that not even cow’s milk, is suitable to give a baby, as their digestive system cannot properly digest dairy products.
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As oppose to an adult choosing to consume nut milk themselves for lifestyle reasons, a nut milk is generally only considered for babies due to intolerances and allergies to regular cow’s milk. This in end shows that the Australians perception for choosing alternative milks for babies to be very different than that of an adult choosing the product based on lifestyle. Food products for babies are typically not selected based on fads as if it were so, a baby’s health could be severely impacted due to their under developed digestive system.
96% OF MOTHERS initiate breastfeeding.
Babies with an exclusive plant based diet, “in their first year of life…can result in severe nutritional problems,” (Vitoria et al., 2016). There have been several cases displaying these health issues, including several babies developing scurvy from an almond milk based diet. The Paediatrics Journal reported on a specific case of a baby that had an, “exclusive intake of almond beverages and almond flour from 2.5 to 11.0 months of life,” resulting in the diagnosis of scurvy. Even though scurvy is a rare disease in developed countries, avoidance of an exclusive plant based diet should be followed.
WHAT DO PEOPLE THINK OF NUT MYLK?
NUT MYLK 100% NATURAL PLANT BASED MYLKS From the lack of readily available information on almond milk produced by the brand Nut Mylk, it is difficult to make inferences on the general public’s feelings on the product. From what is available, is it known that Nut Mylk markets themselves as fresh, pure Almond Mylk, with activated cold pressed Australian Almonds (Nut Mylk, 2016). Their story states they couldn’t find a plantbased milk that was “delicious and pure,” and after years of experimenting they found the perfect recipe to share. Upon contacting the brand via email, it was discovered that each bottle contains a content of a minimum 10% almonds retained within the mylk, although many more are used in its production. No other new information was received in this email, yet facts were only reiterated that were already available on the Nut Mylk website. Nut Mylk can be found in cafes in the Gold Coast (including Blackboard Specialty Coffee in Varsity), Brisbane and New South Wales and is also available for purchase by the bottle.
361 FACEBOOK LIKES on Nut Mylks account
From their Facebook page, it can be seen that engagement from their audience is lacking, as from their 361 likes, they average 1.5 likes on each of their latest ten posts. Additionally, these ten most recent posts did not feature any comments from consumers. Â The Nut Mylk Instagram account fared better off, with 2184 followers and an average of 64.4 likes for their ten most recent posts, and 2.6 comments per post. Nut Mylk were also featured in other accounts posts. All tended to be very positive and consumers are happy with the product. This media however maybe be false as it cannot be distinguished as either earned media or paid media, due the nature of the posts. Â
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WHAT DO PEOPLE EXPECT FROM MILK ALTERNATIVE PRODUCTS?
There are four main reasons as to why consumers purchase milk alternative products; health, intolerance, and lifestyle choices. Almond milks’ biggest health benefit is its lower calorie count than that of cow’s milk. Almond milk has 50% less calories than standard dairy milk, and still carries plenty of calcium, vitamin D and E, (Love, 2014).
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INTOLERANCE According to The Food Tolerance Institute of Australia (2017), 70% of the worldâ&#x20AC;&#x2122;s population are somewhat intolerant to dairy products. Hypothetically, if all these cases were seriously lactose intolerant, three in four people out of the entire worldâ&#x20AC;&#x2122;s population would require some type of milk alternative. According to Roy Morgan (2016), this number is set to increase in Australia as the percentage of Australian adults with lactose intolerance climbed from 2.8% to 4% (between 2011 and 2015). This results in just over 240,000 more individuals unable to consume dairy products. This increase is due to many female diagnoses, as it can be seen in the line graphs alongside that the percentage of men with lactose intolerance in the following age groups are dramatically lower than that of women. Due to milk being such a large part of the average Australian food consumption, with cereals, coffee etc., this psychographic would make milk alternative purchases.
LACTOSE INTOLERANCE AMONG AUSTRALIAN MEN AND WOMEN BY AGE WOMEN
MEN
10%
10%
8%
8%
6%
6%
4%
4%
2%
2%
0%
18+
18 - 24
25 - 34
35 - 49
50 - 64
65+
-
0%
18+
18 - 24
25 - 34
35 - 49
50 - 64
65+
-
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LIFE STYLE CHOICES
Almond milk tends to be favoured due to its previously mentioned health benefits, taste and price. Also due to its attribute of being 100% plant based, it is a common option for those who live on a vegan diet. We can come back to Cherrysâ&#x20AC;&#x2122; view
on the punk-vegan for this concept and can say that the nonpunk vegan drive for purchase it is a totally plant based product. For the punk vegan, personal image is what drives their opinion to purchase the nut milk.
TO BUY OR NOT
There are also several reasons as to why consumers don’t purchase plant based milks including; price and allergy’s. Many consumers do prefer almond milk over regular cow’s milk due to the taste and health benefits, or even consumers who are only slightly
lactose intolerant and feel better after consuming a nut milk. Yet, some have to refrain from the purchase due to its increased price compared to cow’s milk. Some consumers cannot consume the milk due to nut allergy’s.
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REFERENCES The Australian Breastfeeding Association. (2013). Breastfeeding rates in australia. Retrieved 11 march, 2017, from https://www.breastfeeding.asn.au/bf-info/generalbreastfeeding-information/breastfeeding-rates-australia Australian bureau of statistics. (2014). Australian health survey: nutrition first results - foods and nutrients, 2011-12 . Retrieved 11 march, 2017, from http://www.abs.gov.au/ausstats/abs@.nsf/lookup/4364.0.55.007main+features12011-12 Australian Institute Of Health And Welfare 2011, 2010 Australian National Infant Feeding Survey: Indicator Results. Canberra: Aihw. Url: Http://Www.Aihw.Gov.Au/Publication-Detail/?Id=10737420927 Accessed 30/7/13 Can I Give My Baby?. (N.D.). Can I Give My Baby Almond Milk?. Retrieved 11 March, 2017, From Http://Canigivemybaby.Com/Almond-Milk/ Cherry, E. (2006). Veganism As A Cultural Movement: A Relational Approach. Social Movement Studies, 5(2), 155-170. Doi:10.1080/14742830600807543 Coker, H. (2016). Baby Fed Exclusively Almond Milk Contracts Scurvy . Retrieved 11 March, 2017, From Http://Jezebel.Com/Baby-Fed-Exclusively-Almond-MilkContracts-Scurvy-1753997143 Facebook. (2016). Nut Mylk. Retrieved 11 March, 2017, From Https://Www.Facebook.Com/Nutmylk/ The Food Intolerance Institute Of Australia. (2017). Dairy Intolerance: Lactose Intolerance, Casein Allergy. Retrieved 11 March, 2017, From Http://Www.Foodintol.Com/Dairy-Intolerance Instagram. (2016). Nut Mylk. Retrieved 11 March, 2017, From Https://Www.Instagram.Com/Nut_Mylk/ Joseph, S. (2016). Are Nut Milks All They’re Cracked Up To Be?. Retrieved 11 March, 2017, From Http://Www.News.Com.Au/Lifestyle/Health/Diet/Are-Nut-Milks-All-Theyre-Cracked-Up-ToBe/News-Story/B63d116d39b43c9b8d996a4dab27d779 Koba, M. (2015). Almond Milk Sales Are Soaring, But Is It Good For You?. Fortune.Com, N.Pag. Lai, K., & Hong, K. (2015). Technology Use And Learning Characteristics Of Students In Higher Education: Do Generational Differences Exist?. British Journal Of Educational Technology, 46(4), 725-738. Doi:10.1111/Bjet.12161 Love, L. (2014). The Truth About Almond Milk. Dance Magazine, 88(10), 56-57. Mccarthy, m. (2016). Plant-based alternative milk consumption growing in australia as dairy industry holds firm. Retrieved 11 march, 2017, from http://www.abc.net.au/news/2016-10-22/australians-slowly-turning-to-alternative-milks/7949890 Mummah, S., Oelrich, B., Hope, J., Vu, Q., & Gardner, C. D. (2014). Effect Of Raw Milk On Lactose Intolerance: A Randomized Controlled Pilot Study. Annals Of Family Medicine, 12(2), 134-141. Doi:10.1370/Afm.1618 Nut Mylk. (2016). Our Story. Retrieved 11 March, 2017, From Http://Www.Nutmylk.Com.Au/About/ Nutrition Australia. (2011). Lactose Intolerance On The Rise Among Australian Women. Retrieved 11 March, 2017, From Http://Www.Nutritionaustralia.Org/National/Resource/Lactose-Intolerance Oaklander, M. (2015). Should I Drink Almond Milk?. Time.Com, N.Pag. Philpott, T. (2016). Lay Off The Almond Milk, You Ignorant Hipsters. Retrieved 11 March, 2017, From Http://Www.Motherjones.Com/Tom-Philpott/2014/07/Lay-OffAlmond-Milk-Ignorant-Hipsters Roy Morgan. (2016). Lactose Intolerance On The Rise Among Australian Women. Retrieved 11 March, 2017, From Http://Www.Roymorgan.Com/Findings/6673-LactoseIntolerance-On-Rise-Among-Australian-Women-201602152253 Vitoria Et Al. (2016). Improper Use Of A Plant-Based Vitamin C–Deficient Beverage Causes Scurvy In An Infant. Retrieved 11 March, 2017, From Http://Pediatrics.Aappublications.Org/Content/Early/2016/01/15/Peds.2015-2781?Sso=1&Sso_Redirect_Count=1&Nfstatus=401&Nftoken=00000000-0000-0000-0000000000000000&Nfstatusdescription=Error%3a+No+Local+Token
ADVT12_241_171 CELIA SPENCER