Uživanje proteinskih izdelkov v perspektivi kulturne antropologije

Fužir, Maruša (author), Habinc, Mateja (mentor)

Diplomsko delo obravnava proteinske izdelke in njihovo uživanje med študenti. V uvodnem delu so predstavljene dosedanje raziskave proteinskih izdelkov in v raziskavi uporabljene metode dela. Sledi poglavje, ki bralca seznani z vlogo beljakovin v telesu in njihovimi priporočenimi vrednostmi v sodobnosti za posamične demografske skupine. Naslednje poglavje opisuje, kako so se priporočene vrednosti čez čas spreminjale in predstavi ozadje beljakovinskega mita, ki ga zaznamuje precenjevanje beljakovin in njihovih koristi. Izpostavljena je tesna povezava med proteini in fitnesom, ki je močno prisotna še dandanes. V jedru diplomske naloge sledi analiza oglaševanja proteinskih izdelkov, ki so danes predstavljeni kot zdravi, znanstveno dovršeni in kvalitetni. O njem spregovorijo tudi sogovorniki, ki jih avtorica glede na odnos do uživanja proteinskih izdelkov na splošno deli v skupino neuporabnikov in uporabnikov, le-te pa nadalje še na uporabnike začetnike in izkušene uporabnike. Večino sogovornikov je k uporabi proteinskih izdelkov usmerila želja po oblikovanju telesa in s tem v fitnes ter njihovo konzumiranje. Uporabniki začetniki imajo po mnenju neuporabnikov in izkušenih uporabnikov manjši kulturni kapital, saj nasedajo oznaki protein oziroma izbirajo izdelke le na podlagi vsebnosti beljakovin. Izkušeni uporabniki pa imajo višji kulturni kapital, saj jih zanima vrednost vseh hranil, tudi maščob in ogljikovih hidratov. Avtorico v raziskavi zanima tudi, kako se uživanje proteinov povezuje z utelešenim kapitalom.

• Language: Slovenian
• Keywords: proteini, prehrana, oglaševanje, fitnes, mladi
• Work type: Bachelor thesis/paper
• Organization: FF - Faculty of Arts
• Year: 2025
• PID: 20.500.12556/RUL-174713
• Publication date in RUL: 09.10.2025

Secondary language

• Language: English
• Title: The consumption of protein products from a cultural anthropology perspective

Abstract

The thesis discusses protein products and their consumption among students. The introduction presents previous research on protein products and the methods used in said research. The next chapter introduces the role of protein in the body and the recommended values for individual demographic groups in modern times. The following chapter describes how the recommended values have changed over time and presents the background of the protein myth, which is characterized by the overestimation of protein and its benefits. The close connection between protein and fitness, which is still very present today, is highlighted. The core of the thesis is the analysis of advertising for protein products, which are today presented as healthy, scientifically refined, and high-quality. The author also discusses the opinions of the interviewees, who are divided into non-users and users, with the latter being further divided into beginners and experienced users, based on their attitude towards the consumption of protein products. Most respondents were directed towards the use of protein products by the desire to shape their bodies, and thus to fitness, and their consumption. According to both novice and experienced users, novice users have less cultural capital, as they fall for the label “protein” or choose products based solely on their protein content. Experienced users have a higher cultural capital, as they are interested in the value of all nutrients, including fats and carbohydrates. The author of the research is also interested in how protein consumption is related to embodied capital.

• Keywords: proteins, diet, marketing, fitness, students