Study of Food Trends Through The Communicative Ecosystem ESMODA-ECO– (RTI2018-099663-B-I00). ). Since the 1960S, the so-called sociology of food and nutritional anthropology have investigated the causes of changes in eating habits from a historical perspective, based on food modernity, and characterised by food homogenisation. This field of research allows us to understand the causes of these changes in developed societies and their consequences.

In this line, food trends are reflected in daily habits, a key factor that directly affects the health status of people and, as a consequence, health spending. The improvement of these habits result in a healthier population and, therefore, in a decrease of the sanitary budget items, both in diagnoses and in pharmacological and/or surgical treatments, hospital admissions, etc.

The McDonaldisation process in Spanish society will also be analysed, and to do this the advertising campaigns that have been designed for the expansion of fast food chains such as Burger King, TGB, McDonalds, Burgers & Beer, Fosters Hollywood, etc. will be studied.

A selection of newspapers will be analysed to study this phenomenon through the press and, in the middle of the twentieth century, TVE will be analysed and then public and private television networks will be compared, TV series with product placement and documentaries, the NO-DO, as well as advertisements and a selection of commercial films will be examined.

Likewise, the behaviour of the Spanish press in war periods (world wars, civil war, post-war, Vietnam) will be analysed. Was the information on diets and food important or relevant? How was the advertising inserted in the newspapers? Were ads regarding dietetic products being published?

Trends in food through the communicative ecosystem from a gender perspective and with a diachronic approach will be studied. To analyse the evolution of the female role regarding eating habits. The woman as a) manager, planner, and provider; b) responsible for meeting the special dietary requirements of the family; c) caregiver through food; d) educator on food issues; e) the woman who follows a diet as an image associated with everything related to food; f) to explore the relationship between the incorporation of women into the labour market and the change in eating habits, such as McDonaldisation, the increase in the consumption of ultra-processed products, eating out, food delivery, etc.

The main objective is to analyse, through media, social networks and film the evolution of diet and feed habits in Spain, in the period between 1990 and 2020.

To achieve these objectives, a methodology adjusted to the different investigations that will be carried out has been developed. The results obtained in these investigations will be compared to the data of the citizen perception studies of the CIS consumer surveys.



Universidad de Almería
Universidad Jaume I
Universidad Autónoma de Madrid


Funded: 42,350€
Project’s lifetime: 2019-2022