Science and Humanities Journal 13:71-82 (2019) Health or thinness? A content analysis of dietary behaviors promoted by Filipino food blogs ABSTRACT Food blogging communities, which have been steadily increasing over the years, are significant sources of dietary behaviors. However, studies revealed that some food blogs do not promote healthy dietary behaviors. This study generally aimed to determine the textual and visual content of the top five Filipino food blogs. Overall findings of the study imply that the bloggers delivered information that was associated with greater internalization of the thin ideal, appearance comparison, weight dissatisfaction, and drive for thinness among readers. The content also has negative/guilt inducing messages about food which could mean that the recipes posted may have problematic nutritional content especially that most of the bloggers were just “foodies”, not nutrition experts. Although some entries were about health recipes, healthy eating choices, medical treatment and prevention, and exercising, which suggest that food blogs might promote healthy behaviors, this information has to be verified with experts. Filipino food blogs contain a variety of messages and information that may or may not promote healthy dietary behaviors. The results of this study could help provide awareness to those who get food and health-related information in the internet, specifically from the top Filipino food blogs. Keywords: food blogs, dietary behaviors, health information INTRODUCTION In recent years, blogging has become one of the most popular media to share thoughts, feelings, opinions, and ideas. The popularity of blogs can be attributed to their capacity to give ordinary people a voice (Nilsson 2012). Because of their social nature, they have the ability to create networks for sharing ideas, trends, and information (Rettberg 2008). In particular, food blogging typically represents a complex interweaving of “foodie” or gourmet interest in cooking, blog writing, and photography (Cox and Blake 2011). Food bloggers mostly use photos (Not Quite Nigella, 2009), write about travel and restaurants as well as publish food recipes (Robinson 2009). As food blogging becomes an occupation, food bloggers may form partnerships with *Corresponding Author : Address: National Abaca Research Center, Visayas State University, Baybay City, Leyte, Philippines. E-mail: jedess.salomon@vsu.edu.ph 1 Department of Development Communication, Visayas State University, Baybay City, Leyte, Philippines 2 National Abaca Research Center, Visayas State University, Baybay City, Leyte, Philippines 1 2* Danica P. Godinez and Jedess Miladel N. Salomon 71