ELECTRONIC MEDIA AND FOOD CHOICES AMONG YOUTH

<p>Abstract<br>Young people's eating choices are significantly influenced by electronic media since it exposes<br>them to influencer campaigns, social media trends, and commercials. This article aimed to<br>investigate the impact of electronic media on food choices among youth. A cross-sectional<br>research design was used and a survey research questionnaire was designed to collect data from<br>adolescents and adults. (N=216) (n=151 men and n=149 women), students with the age range 20-<br>35 were selected using a simple random sampling technique from the Department of Institute of<br>Social and Cultural Studies, University of the Punjab Lahore. Data was collected from the BS<br>Sociology Students. Descriptive statistics, correlation analysis, and inferential statistics of simple<br>linear regression were used to examine the study hypothesis. The findings of the study show a<br>significant association between the food choice of youth and their exposure to social media.<br>Moreover, exposure to social media was a significant predictor of food choices of youth. It was<br>concluded that electronic media play an important role in affecting the food choices of youth. The<br>analysis also shows that there is a strong and important positive relationship between independent<br>and dependent variables. Increase the use of electronic media; the effect on food choices is also<br>increasing. Analysis of the data also shows that electronic media affect the fast-food chain.<br>Advertisements through electronic media affect the youth food choices. Advertisement mainly<br>focuses on fast food. Youth select fast food above homemade food. And fast food is not good for<br>youth health. Fast food causes many health’s issues; most common is obesity, overweight and<br>many other health related issues. Online food delivery and food ordering apps also influence the<br>food choices of youth.<br>Keywords: Eating Choices, Social Media, Celebrity Exposure, Youth, Cross-sectional Research</p>