ABSTRACT
This chapter focuses on some of the creative and practice-oriented parts of the qualitative study. It exemplifies how the authors can study and demonstrate media knowledge and media literacy through experimental methods. Making media users produce their own media content on food by building on established and well-known formulas and genres opens up to a wide range of media discourses. The overall aim of Cool Snacks was to develop healthier snack products targeted at Danish children and adolescents and to embed these snack products into a media and marketing plan. There was no set outline or instruction to follow doing the media campaigns for and against food products. Co-producing food messages in well-known media genres such as the commercial and campaign genres opens up to a wide range of food-related issues that illustrates the participants' repertoire and knowledge about mediated discourses on food.
