1 / 8

Social Mapping Food as a Tool

Social Mapping Food as a Tool. Lifu Hua , Amelia Cox and Maddie Morgan. What we did. Investigated the fitness industry Focussed on food for the body builder during the bulk stage. New Language. In investigating this niche we encountered a new language Bulking Cutting Mass Gain

yanni
Download Presentation

Social Mapping Food as a Tool

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Social MappingFood as a Tool LifuHua, Amelia Cox and Maddie Morgan

  2. What we did • Investigated the fitness industry • Focussed on food for the body builder during the bulk stage

  3. New Language • In investigating this niche we encountered a new language • Bulking • Cutting • Mass Gain • Macronutrients “macros” (Proteins, Carbohydrates and fat)

  4. Our meal • Protein Bar-Brand • Protein shake

  5. Characteristics of Bodybuilding food • “Tool”  purpose is to aid “Mass gain” and little else • Convenient • Pre – measured – emphasis on personal control of consumption • Easy/no preperation • Often highly processed w/ large amounts of added “amino acids” and “protein compounds” • Basic/generic flavouring – specific amount of “macros” contained seen as more important

  6. Eaten multiple times during day Eaten multiple times during day Social map SCIENCE Advertising Convenience: Little/no preparation and pre - measured Flavour, Senses and enjoyment Eaten multiple times during day Fit within a structured routine “Tools” for achieving ideal body Highly engineered (processed) Expert Knowledge Media Body Image Gender/Masculinity

  7. Gender associated • Male • Masculinity • Magazines • Language: bulk, cut, meat

  8. Niche Market • Niche within a niche • Depending on gender, age and fitness aspirations will affect the food advertised to you

More Related