The aim of this study was to examine health communication in Swedish weblogs with focus on food, health and nutrition. The specific research questions further dealt with what messages that were communicated, as well as how, in text and images in the weblogs. The results were based on the analyses of six privately authored Swedish weblogs focusing on food, health and nutrition.

Weblog posts of text and images were collected with the search engine Google during December 2015 and January 2016. Inductive content analysis was used to analyze the weblog text posts. The weblog image posts were analyzed in two steps; first with semiotic image analysis and then coded by the content analysis. The weblog posts communicated health messages in three main categories

- different dimensions of health, food and nutrition and food and sustainability. The first category, different dimensions of health, included weblog posts with text or images communicating bad health/health barriers, good health, health inspiration/strategies and health prevention. The second category, food and nutrition, included weblog posts about diets, non-nutritious food, nutrients and nutritious food. The third category, food and sustainability, included weblog posts about economic/political aspects of food, environmental aspects of food and food security. The weblog posts were mostly normative (different dimensions of health) or authentic posts (food and nutrition) according to health communication. Some, but less, posts were about altruistic food (food and sustainability). The result also showed that the bloggers could been seen as mediators of attitudes and norms in relation to food, health and nutrition. The bloggers could also be seen as health educators or coachers.