Media Response to Obesity - Essay Example

?Media Response to Obesity The problem of media response to obesity always keeps the status of a controversial issue among the public as well as the researchers in recent years. Obesity and related problems have become a serious health issue not only among the doctors but also among the public. Serious medical complications like respiratory problems, diabetes, trouble sleeping and depression are common in people having the symptoms of obesity. As a problem which gravely affects the people, obesity and overweight require considerable attention from the part of media. Generally, the role of media has often been considered as one of the causes for the growth of obesity among the people. A comparative study of media response to obesity permits the researcher to comprehend both positive and negative effects of media to obesity. Many are of the opinion that if the causes for health issues of the present generation are taken for granted, the word ‘obesity’ stands on the top. As stated by Francesco Branca, Haik Nikogosian, and Tim Lobstein, “Excess body weight poses one of the most serious public health challenges of the 21st century for the WHO European Region, where the prevalence of obesity has tripled in the last two decades and has now reached epidemic proportions” (Branca, Nikogosian & Lobstein, 2007, p.1). Therefore, one can assume that obesity has been a major problem of the present generation, all over the world. The IT professionals and the related jobs bring out a huge generation suffering from obesity. The professions that make people sit and work longer periods cause overweight and obesity. The food habits have been changed. The tendency of people to run after the fast-food items enhances the problem. Media have found obesity as an undesired habit for the mankind and they have given their points of view against this tendency. Jan Ostman gives an account of obesity in different countries. He attempts a comparative study of the obese children and says, “In the United States, for example, the total percentage of the population with obesity is somewhat over 20%. The rates in England, Germany, and Poland exceed 15%, and the rates in Sweden are 8% for adults and approximately 4% for children and adolescents” (Ostman, 2004, p.1). If the data is taken for consideration, one can see that the obesity level during the past years is increasing. The situation in the United States is intimidating the whole public there. This obesity causes for many health issues in the country. The change of lifestyle among the people and the change of working atmosphere have contributed for the issue. The media always look at this issue seriously. This paper takes a research into the response of media towards obesity around the world, specifically focusing on the United States of America. Therefore, the study proposes the view that media always contradicts itself, that is, instead of promoting awareness about the risk of obesity, it encourages eating and detrimental food habit among the people. The Literature of the thesis Obesity has been analyzed in various media. One cannot ignore the role of media in presenting the news against obesity. The media has often been identified as illustrating the ill effects of obesity and has shown the different ways to overcome the matter. The aspect of obesity has been linked with epidemic by the media in recent years. “Using the term ‘epidemic’ in relation to the increases in rates of ‘obesity’ thus metaphorically evokes the high levels of emotion associated with infectious disease epidemics and legitimates the same kinds and levels of intervention and public response” (Gard, 2005, p.174). The association of obesity with epidemics by different media thus creates a fierce look of the term obesity. Just like an epidemic like plague it is carving the life of many all around the world. There is another fact in the involvement of media in obesity. “In the new millennium, the most frequent accusation has been that the media and the proliferation of television channels and different formats are ‘causing’ obesity, particularly in children” (Boyce, 2006, p.201). The advertisements in media make the audience use more sumptuous food and this further creates obese persons. The consumption of snacks among the modern younger generation is high while watching television and this often causes for obesity. Various studies conducted in recent times have recognized that the rate of obesity among children is higher when comparing with the adults. Media focuses both on the positive and negative aspects of obesity. The print media widely speak against obesity while the continuous watching of visual media causes obesity. The meaning of obesity and the perspectives of media In simpler terms obesity means the excess accumulation of fat in the body. “Obesity is generally defined as the abnormal or excessive accumulation of fat in adipose tissue to the extent that health may be impaired” (Kiess, Marcus & Wabitsch, 2004, p.1). The examining of the excessiveness of fat in adipose tissues can be understood by various clinical tests. However, one can undoubtedly state that the number of persons having obesity is a threat to the present world. The problem of obesity has seen as an epidemic in the world. Obesity is closely associated with the increase of death rate too. It is said by WHO that in a study conducted in the USA, “over half (53%) of all deaths in women with a BMI >29 kg/m2 could be directly attributed to their obesity” (WHO technical report series, 2002, p.61-62). The report further affirms that eating habits are closely linked with overweight and obesity. The tendency of intermittent eating behaviours and less physical activity further give way for diabetics and other related diseases. The article, ‘The epidemiology of overweight and obesity: public health crisis or moral panic?’ says that obesity has been an epidemic of the modern world. This article focuses on the four claims on the war against obesity, “that obesity is an epidemic; that overweight and obesity are major contributors to mortality; that higher than average adiposity is pathological and a primary direct cause of disease; and that significant long-term weight loss is both medically beneficial and a practical goal” (Campos et al, 2006). Considering the key statements of the article it is sure that the increasing rate of obesity and overweight is contributing for the increasing rate mortality among the people at present. The article further says that the data from NHANES published in 1998 established that there is a “U-shaped relationship between BMI and mortality” (Campos et al, 2006). The increasing rate of patients with cardio vascular diseases, diabetics, high blood pressure, cholesterol related diseases are the direct effect of this obesity and overweight. Apart from the physical problems the persons with excess weight are facing psychological problems. The article named; Psychological correlates of obesity: Moving to the next research generation makes a study on the risk factor model on the obese persons who suffer from their obesity and the areas of functioning they mostly affected very clearly and comes to the conclusion there are some psychological problems among the obese persons regarding their obesity (Friedman & Brownell, 1995, p.19). The number of children with overweight is again on the growth. The food Habits of children have changed a lot. The attraction towards spicy and fried dishes has intensified the situation. The methods to prevent obesity The report of WHO says that “Physical activity is an important determinant of body weight. In addition, physical activity and physical fitness (which relates to the ability to perform physical activity), are important modifiers of mortality and morbidity related to overweight and obesity” (WHO technical report series, 2002, p.61). Therefore, there is a worldwide propaganda for the necessity of regular exercise and physical activity to prevent the rapid spread of obesity in all countries. The way that media dealt with obesity The field of medical research in recent years clearly observed or they verified the relationship between media consumption and obesity. It is significant to notice that media deals the subject of obesity in two ways. Primarily a large number of television channels have concentrated entertainment programs such as films, sports programs, and reality shows. As a result of this, people often forced to spend a lot of time in front of television channels. Few researches identifies this is a significant issue among the children and IT professionals. Luis A. Moreno Aznar examining the process of excessive media use and the formation sedentary behaviours. Author observes; “Some studies provide information on TV viewing alongside other electronic –based sedentary behaviours, such as computer use and/ or video game use” (Aznar, 2010, p.368). Doctors and medical professionals have pointed out the relationship between sedentary behaviour and obesity. Here, researcher can let slip the idea that media use always persuades a deskbound lifestyle among the people. Secondly, media always require active support from the part of companies and organizations and they used advertisements as a major source of their economic growth. Food advertisements generally persuade people to follow unwholesome food habit. As a powerful means of educating public, media has marked its own contribution in the field of preventing obesity and related health problems. One cannot ignore the role of media that promotes a new channel for communicating health information to reduce obesity. But the problem is that most of these efforts never reach its ultimate goal. Kathleen Keller rightly comments that “However, widespread media and computer may also represent a new channel for communicating health information to reduce obesity through the development of media products that encourage physical, activity and healthful eating behaviours” (Keller, 2008, p.161). Here, another practical problem emerges in the form of excessive use of media from the part of the people. Children and young people show their willingness to spend a lot of time for television programs and engaging in computer games. Therefore, it is obvious that the efforts from the part of media to reduce obesity and overweight often promote negative results. Another significant area which needs attention from the part of the researcher is that popular television programs portrayed the characters having obesity problems as weak or ridiculous. Through these programs media tries to bestow a message against obesity. It is significant to mention the fact that studies about media coverage of obesity reveals the way it is reported and, outlined can redirect attention from the structural alternations required for prevention. Some cases obesity is reported as an individual problem that needs personal attention (Waters, Seidell & Swinburn, 2010, p.197). Western media often fails to give a realistic picture about sufficient food habit among the people. It is a part of general awareness that people who eats fast food, as match up to those who do not, have advanced caloric ingestion, together with more obese and more sugar. Marcia Amidon Lusted underlines that fast-food restaurants may promote national weight problem, lots of people do not be aware of that the responsibility for obesity lies solely with these business (Lusted, 2008, p.34). Unfortunately, all these efforts never show a desirable performance and a comparative study allows the researcher to conclude that even though media perform its response to reduce obesity and related health problems among the people, food advertisements and other entertainment programs directly or indirectly help obesity. It is crystal clear that our popular communication media contradicts itself because on the one hand they promote thinness and the risk of obesity, on the other hand media promote eating and unhealthy food habit (Great Britain. Parliament. House of Commons, 2004, p.371). This study report has identified this dual nature of popular media during the year 2004. Detrimental consumption through advertisements At present one can observe the significant acquisition against the media that the propagation of television channels and various designs are causing obesity among the young generation. If one analyzes the content of food advertisements in television channels, he can easily recognize the fundamental reality that all these food advertisements directly concentrate children and young people. The field of food advertising among the television and other media degenerates the activities which prevent obesity and related health problems. Through the creation of anticipated perspectives among the public, media and companies successfully establish their propaganda. Boyce from Cardiff School of Journalism, Cardiff, U.K. clearly underlines the relationship between media and companies through giving statistical evidence. In his online article entitled; The Media and Obesity, published on 2007 states that “In 2003, advertisers for food, soft drinks and restaurant chains spent ?522 million promoting their products on television” (Boyce, 2006, p.2). The food advertising is open to the elements of media which promote unhealthy food selection and overweight among the children. Various studies and researchers have examined the role of food advertisements that causes for obesity. Previous studies have recorded the fact that a gradual increasing is visible in the rate of childhood obesity. The online article entitled; The Role of Media in Childhood Obesity states that “The most recent estimates are that children now see an average of more than 40,000 TV ads a year” (The Henry J.Kaiser Family Foundation, 2004, p.4). One can relate the above mentioned statistics to the content of television programs or video games that attract children as well as youngsters. Frances O'Connor made some relevant observations in the area of media response to obesity in his work entitled; Obesity and Media. Author clearly observes; “When children and teenagers watch television, they are getting positive messages about many food choices” (O'Connor, 2008, p.8). One can easily comprehend the irony in the field of food advertising on media that children and young people watch and give concentration to the one that companies make use of selling their unhealthy food items. The excessive use of media, especially watching television or computer games degenerates or displaces the valuable time for practicing physical exercises and other sports programs. Researchers have found a small scale of relationship between media use and energetic physical exercises. Similarly, continuous television viewing or engaging in computer games prevent proper digestion of various food items. Here one can agree with the comment that “Time spent watching T.V or playing computer games has been hypothesized to displace the time that the children could spend playing outside or engaging in other physical activity” (Wolin Petrelli, 2009, p.123). Considerable rate of decline is visible in the field of physical exercises and other healthcare interventions in recent years. The reason is that media demands maximum attention and care from the part of its audiences and they promotes variety of programs to entertain the audience. Conclusions When it concludes, it is evident that popular media plays a vital role in the process of creating public perception on obesity. The world witnesses the rapid growth of obesity even in under developed countries. Obesity has been a common problem for all countries. The present working style and food habits have enhanced the issue further and further. The media try to reduce the increasing rate of obesity but in practice it proves to be in vain. Media always keep its dual nature in determining its response to obesity and other health problems. Even though it promotes awareness about the risk of obesity, one can easily find its efforts to encourage eating and unhealthy food habits among the people. Unfavourable media consumption through food advertisements and other entertainment programs cause overweight problems. Media’s effort to create a new channel for communicating health information to reduce obesity often fails to reach its destination. Consequently, media response to obesity shows the signs of a promoting factor of obesity and related health problems. Reference List Aznar, LAM 2010, Epidemiology of Obesity in Children and Adolescents: Prevalence and Etiology, edn. Illustrated, Springer. Branca, F Nikogosian, H Lobstein, T 2007, The challenge of obesity in the WHO European region and the strategies for response: summary, World Health Organization. Boyce, T 2006, The Media and Obesity, Media and Cultural Studies, Cardiff School of Journalism, Cardiff, UK, viewed 31 July 2011, . Campos, P Saguy, A Ernsberger, P Oliver, E & Gaesser, G 2006, The epidemiology of overweight and obesity: public health crisis or moral panic?, 35 (1): 55-60 http://ije.oxfordjournals.org/content/35/1/55.full Friedman, M A Brownell, K D1995, Psychological correlates of obesity: Moving to the next research generation, Psychological Bulletin, Vol 117(1), 3-20 http://psycnet.apa.org/index.cfm?fa=buy.optionToBuy&id=1995-18029-001 Great Britain. Parliament. House of Commons. Health Committee 2004, Obesity: Oral and written evidence, edn, Illustrated, The Stationery Office. Gard, M Wright, J 2005, The obesity epidemic: science, morality, and ideology, edn. illustrated, Routledge. Keller, K 2008, Encyclopedia of obesity, Volume 1, SAGE. Kiess, W Marcus, C Wabitsch, M 2004, Obesity in childhood and adolescence, edn. Illustrated, Karger Publishers. Lusted, MA 2008, Obesity and Food Policing, edn. illustrated, ABDO. Ostman, J 2004, Treating and preventing obesity, edn. Illustrated, Wiley-VCH. O'Connor, F 2008, Obesity and the Media, edn. Illustrated, The Rosen Publishing Group. The Henry J.Kaiser Family Foundation 2004, The Role of Media in Childhood Obesity, viewed 31 July 2011, . Wolin, KY, Petrelli, JM 2009, Obesity, Edn. Illustrated, ABC-CLIO. Waters, E Seidell, J and Swinburn, B (ed.) 2010, Preventing Childhood Obesity: Evidence Policy and Practice, edn. Illustrated, John Wiley and Sons. WHO technical report series 2002, Diet, nutrition and the prevention of chronic diseases, Geneva, Switzerland, viewed 31 July 2011, . Read More