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Table of Contents
                            Brigham Young University
BYU ScholarsArchive
	2014-06-05
Man Shall Not Live By Bread, At All: A Netnography of the Key Characteristics and Purposes of an Online Gluten-Free Community
	Emily Anne Bean
		BYU ScholarsArchive Citation
Title Page
Abstract
Acknowledgements
Table of Contents
Chapter 1: Introduction
	Significance
Chapter 2: Literature Review
	Communication as Culture
	Uses and Gratifications
	Online Reciprocity
	Online Communities vs. Social Network Online Communities
	Gluten-Free Online Community
Chapter 3: Research Methodology and Design
	Netnography
	Qualitative Nature of the Research
	Research Design
	Validity and Reliability
	Strengths
	Bias
Chapter 4: Thematic Findings and Discussion
	Key Characteristics
	Purposive Themes for Participating within the Community
Chapter 5: Summary and Conclusion
	Limitations
	Conclusion
	Future Research
	Figure 1. Summary of thematic findings
References
                        
Document Text Contents
Page 1

Brigham Young University
BYU ScholarsArchive

All Theses and Dissertations

2014-06-05

Man Shall Not Live By Bread, At All: A
Netnography of the Key Characteristics and
Purposes of an Online Gluten-Free Community
Emily Anne Bean
Brigham Young University - Provo

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Page 2

Man Shall Not Live By Bread, At All: A Netnography of the Key Characteristics

and Purposes of an Online Gluten-Free Community





Emily A. Bean





A thesis submitted to the faculty of
Brigham Young University

in partial fulfillment of the requirements for the degree of


Master of Arts





Sherry Lynn Baker, Chair
Loy Clark Callahan
Christopher Cutri
 





Department of Communications

Brigham Young University

May 2014







Copyright © 2014 Emily A. Bean

All Rights Reserved

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MAN SHALL NOT LIVE BY BREAD, AT ALL
  42

About sensitivity as a real health issue. Members of the online gluten-free community

also feel defensive about their diet as a treatment to a real illness, whether it be an autoimmune

disease, an allergy, an emotional illness, or some other sickness. Community members will at

times lash out about others who adhere to the gluten-free lifestyle out of choice because it

discredits those who need it for health purposes. The following community posts illustrate this

behavior:

Member 16

This Urks [sic] me, yeah like we choose to be gluten free. It's not just a tummy ache and

move on. I have celiac has made me very sick [sic]. It's not a fad it’s our life.

SHEESH!

Or

Member 17

What truly sucks it the ignorance that most people have that don't understand that celiac

is a problem and it's people like Jimmy Kimmel that should shut their pie hole and get a

grip......thank you I will now get off the soap box.

Member 17’s post points out that even pop culture icons, such as Jimmy Kimmel—a late night

talk show host—have jabbed at the gluten-free lifestyle; he even called individuals who live a

gluten-free life a profane name and stated, “I don’t even believe gluten exists” (“Gluten free is

not a scam,” 2014). Instances like this perpetuate a lack of sensitivity toward those who already

struggle to find safe gluten-free food outside of their personal kitchens.

About sense of social isolation. While some community members are defensive about

the lack of awareness, others are defensive about the amount of social awareness. Food is often a

large part of socialization and at times community members feel defensive about needing special

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MAN SHALL NOT LIVE BY BREAD, AT ALL
  43

accommodations to eat a gluten-free diet. The following posts highlight examples of social

situations:

Member 18

Next, do any of you have problems with snacks or dishes you take to parties? It seems

like the past few times, hardly anyone would eat what I bring. Not sure if people are just

afraid of contaminating my food or if it's something else. Thinking about just providing

non-food items from now on. I can't help but feel offended. Parties and eating food

prepared by others are tough. :-(

Or

Member 19

My two best friends have both gone GF in the last couple of years also so at least now it

isn't just me feeling like the odd one out.

Or

Member 20

Where do I start what can I eat and still want to enjoy life, went to my first BBQ and they

had no safe food for me they forgot so it was a lonely and upsetting event to go through

so any help would be great what foods to avoid.

These posts illustrate the feelings of isolation and the unflattering title of needing “special”

arrangements, which often times makes community members feel defensive about their dietary

needs. They want their friends, family members, and co-workers to understand the seriousness of

needing to eat a gluten-free diet, but this awareness can lead to social isolation or feeling left out.

Member 18 “can’t help but feel offended” that her dish at the party was avoided.

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MAN SHALL NOT LIVE BY BREAD, AT ALL
  90

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MAN SHALL NOT LIVE BY BREAD, AT ALL
  91

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