A study on Singaporean media users and their attitudes towards food media.

Abstract

This study attempts to understand the attitudes Singaporean media users adopt during food media consumption. It seeks to explore how local media users deploy their agency during consumption and appreciate the relationship between media producer, text and consumer in local context. The study includes an overview of local media industry, a quantitative survey of 80 respondents from 20 to 40 years old to examine local food media habits and interviews with 15 interviewees to explore meanings attached to media consumption. The findings suggest that local media users engage in everyday resistance to assign meanings to their personal media consumption.