An Understanding of Obesity as a Societal Risk - Term Paper Example

Obesity communication and perception Obesity communication and perception Over a third of United s adults are considered obese making it one of the most pressing public health, medical, societal, and financial crises of the current century (UCLA, 2015). World Health Organization (2000) defined obesity as the excess of body fat (Moreno et al., 2011). However, the definition is limited because of the need to consider other impacts including associated long- and short-term adverse metabolic complications, physical, and psychological problems that should be included in obesity as a concept (Moreno et al., 2011, 22). The relation of body fat to disease relates to factors including sex, age, gender, and fat distribution. BMI (Body Mass Index) is used in the classification of body fat with BMI between 17 & 24 considered normal weight, BMI between 25 & 29 is considered overweight, and BMI of over 30 is considered obese (Linton & James, 2009, 94). Obesity is a social risk and has to be evaluated by risk perception and communication to determine if the strategies dedicated to dealing with the societal risk are adequate in overcoming obesity in the society. This study aims at using the theory of risk perception and communication of risk to analyse obesity in the society to allow for a better understanding of obesity as a societal risk. Public reaction to obesity Obesity in the public eye is shunned and those affected are discriminated by their peers with high rates of bullying and teasing endured by children who are heavier than their peers (Markel, 2006). The other reaction has not been welcoming regarding the fight as against obesity with avenues including schools facilitating instead of preventing obesity. This is evident in the increased presence junk foods and soft drink companies in schools with school administrators offering licenses and space for these companies. The impact has been 11 to 14 years olds having twice amounts of soda as they drink water and those between 15 and 19 years drinking two 12-oz sodas in a day equivalent to 150 calories and ten sugar teaspoons (Markel, 2006). Efforts have recently been made to reduce access to soft drinks and fast foods in schools; though they have not achieved effectiveness in ensuring children do not have easy access to fast food and soft drinks in schools. Other reactions include increasing physical exercise classes in schools and improving diet education to limit the chance of obesity in children and adults. The other reaction of the public to obesity is that of discrimination and alienation of people who are obese. Obese individuals are discriminated and receive stares and sneers from strangers and friends alike because of their weight. A good example of discrimination and alienation of the obese in the public is the series of photos taken by artists Ms. Morris-Cafiero depicting people on the background, staring, laughing, gawking, and sneering at her for her weight (Whitelocks, 2013). She also explains that she has always been left out and felt awkward by and refers to her body as an uncontrollable exterior owing to her weight issues (Whitelocks, 2013). The other public reaction to obesity has been trials to improve the food offered that are considered to result in obesity. McDonald’s, Wendy’s, and Burger King serve dressed up foods though not necessarily healthy and offer sponsored fitness events and yoga classes as a reaction to the obesity risk (Markel, 2006). These undertakings by these fast food giants represent the other reaction of the public on obesity as a risk that has to be controlled and tamed. Other reactions to the obesity risk in the society include efforts aimed at fighting the problem with campaigns aimed at prevention of the obesity epidemic. Efforts by nongovernmental organizations, individuals, corporations, and even individuals including First Lady Michele Obama with the Lets Move campaign. Public perception of obesity Risk perception determines the decisions and acceptance of risks in the society and entails evaluations and judgements of the hazards or risks by the public (Rohrmann, 2008, n.d.). The perception of the public on the obesity risk has implications for the actions and acceptance of obesity in the society. The perception of the public on obesity is negative and is the basis for actions and strategies aimed at reducing the impact of obesity on the society. The perception of the public on obesity include that it is the most serious health issue followed cancer, AIDS, heart disease and diabetes as evidenced by the figure below. Figure 1: Obesity as an urgent problem (Herrnson et al., 2014). The public perception is also that individuals and families faced with the problem have to undertake measures on their own without government help to solve the obesity problem (Tompson et al., 2012, 1). Other groups with the responsibility of solving the obesity problem include health care providers, food industry, schools, government both national and local, and employers. The other perception is on the causes of obesity are individual and environmental factors including watching too much television, easy access to fast foods at low prices, and lack of knowledge and desire on the control of body weight and prevention of obesity. Too much time in front of computers, the lack of a desire to change, and high levels of advertising in the media of unhealthy foods, drinks, and snacks are the other reasons offered for the high levels of obesity. The high cost of healthy food is the other reason perceived by the public as one of the reasons for the high levels of obesity. The other perception is that obesity is related to serious medical illnesses including diabetes and heart disease and understanding these result in the perception of obesity as a serious condition that needs to be controlled. Apart from heart disease and diabetes, the public perception is that obesity increases chances of suffering from other diseases including high blood pressure, arthritis, mental health, and stroke. Despite the belief that obesity is a serious public problem, the perception of the public is that obesity affects other people and not themselves or their relatives, friends, or children. The impact is a lack of individual measures to aid in reducing the impacts and prevalence of obesity in the community. The public is willing to accept and support policies that will augment levels of physical activity in schools, provide information and education on healthy choices and behaviours, and offer incentives for the players in the food industry to augment production of healthy foods. The other policy initiative perceived by the public to aid in solving the obesity problem is the posting of calorie information by restaurants and funding of bike paths and farmers markets improving access to healthy foods and augmenting chances of physical activity for both adults and children. However, there is a perception of the public that does not favour the enactment of policies taxing the sale of unhealthy drinks and food and limiting the amounts of food and drinks that can be bought by people (Hardus et al., 2003, 1470). Policies aimed at banning advertising aimed at children are supported by the public and perceived to be appropriate to reducing the levels of obesity in children. Effect of obesity on public policy Obesity has had several impacts on public policy with the aim of enacting policies aimed at solving or controlling the obesity epidemic. Policies have been implemented to aid in reducing the prevalence of obesity in the society by taking interventions aimed at preventing and controlling obesity. National clinical guidelines development is one of the policy changes that have been undertaken to aid in fighting the obesity risk in the public. Clinical guidelines on the treatment of obese patients have been developed to deal with obesity. The focus of these guidelines is dietary changes, pharmacotherapy, exercise, and surgery as a mechanism for treatment of obesity in the public by health practitioners (Novak et al., 2012, 2349). The development of Weight-Control Information Network was aimed at the offering of evidence-based information on weight control and obesity to the media and the public improving understanding (Novak et al., 2012, 2349). The other effect of obesity on policy has been using social marketing methods to promote diet and exercise habits by the population. One of the campaigns is The Healthier US Initiative that was launched by President Bush in 2002 with the emphasis on eating healthy foods and exercising. Other social marketing policy options implemented to curb obesity include Team Nutrition Program and “Five a Day for Better Health” among others. The building of bike lanes, sidewalks, and trails are other policy initiatives that have been implemented to solve the obesity epidemic. Policy on improving school environments, access to healthy foods, and physical activity have also been introduced to reduce obesity levels evidenced by Lets Move campaigns. Nutritional labelling of packaged foods is the other policy requirement. Calorie labelling is the other policy effect of obesity with restaurants required to provide calorie information on all the foods to aid consumers to make healthier choices. Education on diet and physical activity are the other policy initiatives that have been introduced and implemented in fighting obesity. The aims of the policy is an improved understanding of the importance of healthy diet and improving physical activity that is one of the main reasons for the high obesity rates. Limiting the access to unhealthy foods by children in schools through policy initiatives have also been undertaken together with low nutritional foods being taxed to limit access and increase the prices of low nutritional foods that increase chances of obesity (Chan & Woo, 2010, 768). Promotion of physical activity in work sites and schools are the other policy initiatives undertaken through campaigns and advertising as well as education programs allowing for a better environment that favours healthier living for adults and children reducing obesity. Communication on obesity Risk communication involves the mechanism by which the public if informed of risks and hazards, the influence of their behavioural change, and get involved in informed decision-making on the risk. Risk perceptions and attitudes have to be considered to achieve effective risk communication. This part of the report focuses on obesity risk communication analysing the manner in which the public is informed of obesity, involvement in decision-making, and impact of communication on behaviour change. Communication of the obesity risk has always taken an emotional perspective with the campaigns and information on obesity tailored to appeal to the emotional position of the audience. The communication that “war on obesity” declared by Surgeon General David Satcher in 2001 depicts the emotional communication of obesity since war requires using all measures possible (Arvai & Rivers III, 206). The use of the word war also communicates that obesity is a social evil resulting from immoral behaviour depicting an emotional aspect of obesity risk communication (Arvai & Rivers III, 2013, 206). Communication on childhood obesity also takes on emotional appeal to reach the intended audience. The causes of childhood obesity including blaming parents for their children’s obesity ensures parents are emotionally touched by the communication augmenting the chances they will undertake to reduce or prevent the occurrence of the condition. The effect of emotional communication of the obesity risk is that it could result in unintended consequences including discrimination and alienation of obese individuals in the society. The other problem with obesity communication is a presentation of risks and facts in a manner difficult to understand. The communication on obesity allows for the understanding by educated adults but considering most adults do not have adequate literacy skills in reading health facts and risks, obesity communication does not achieve the intended aim. There is a need for the description of the numbers and what they mean and inform the public to allow the risk communication gap on obesity to be filled. The impact will be a position to transform the audience to informed decision-makers on obesity. Being a huge epidemic that needs to be solved, the public does not have an understanding of solving it. There is a need to provide the public with a breakdown of the risk factors associated with obesity and informing the public on measures to undertake to prevent the condition. The media and other sources of information and their role in the risk communication process The media plays an important role in the communication on obesity as a risk for the community. The main media sources used in communicating with the public on obesity include print, visual, and audio media with digital media including the internet, email, and video platforms increasingly being used in recent years. The media has been blamed for the high levels of obesity owing to the broadcast of appealing images of junk foods and soft drinks to adults and kids (Markel, 2006). The media role in the communication process is to achieve desired outcomes by different parties with the main aim being achieving profitability goals. The media runs advertisements from large food companies paying huge chunks of money allowing the media to generate much-needed income but expose children and adults alike to advertisements of food and soft drinks that promote unhealthy behaviour (The Henry Kaiser Family Foundation, February 2004). The media also broadcast obesity prevention campaigns and adverts but having both types of advertising on same media and the appealing nature of soft drinks and junk food advertisements makes them more convincing for the audience. The other role of the media in the communication process is that it offers a platform to air facts and risks of obesity. The media and other information sources also provide a means to inform the public of events and campaigns aimed at obesity education and prevention in the communication process. The impact is a lot of people reached and taking part in the campaigns improving the effectiveness of obesity campaigns. The media mainly the internet and other sources of retrievable information allow the public to access educational materials and tools improving the success of the communication process. The other role of the media in obesity communication process is to generate dialogue, support, and action to strategies and campaigns aimed at preventing or minimizing the prevalence of obesity. The media also serves to reduce bias even with health care professionals by offering facts and information on obesity (National Obesity care week, 2015). The role of trust in obesity communication Trust plays an important role in the success of communication on obesity since it determines the success of a given communication in achieving predetermined objectives. Trust in obesity communication determines if actions including exercise, fruit and vegetable intake and other behaviour change depend on the presence of trust between the individual and health care professional (Bleich et al., 2007, 2145). The presence of trust augments the chances of behaviour change and positively augmenting the success of the war against obesity. Health professionals have to interact with patients to build trust and to offer clear and consistent messages on information to allow patients to commit and follow advice on managing obesity (Moorhead et al., 2013, 100). Trust also plays an important role in children intake of communication and media type. A lot of trust is placed on communication on television and the internet with the audience making conclusions based on communication via these media that at times could be promoting unhealthy behaviour. Junk foods and soft drinks’ advertisements and video using celebrities and adults in child programs exploit the trust of children on these personalities to promote unhealthy food choices in children increasing child obesity (Garde, 2010, 193). Media platforms that do not command a huge trust in the audience when used in convincing the public against unhealthy behaviour, facts, and risks of obesity may not achieve its aims depicting the huge role played by trust in obesity communication. The provision of accurate clear and unambiguous information by the government and other obesity communicators allows for improved trust between the public and the communicators. Trust increases the chances of the audience taking the communication to heart and passing it to other people affected increasing chances of success of the communication process. References Amandine Garde. 2010. EU law and obesity prevention (Vol. 74). Kluwer Law International. Arvai, J., & Rivers III, L. 2013. Effective risk communication. London: Routledge. Bleich, S., Blendon, R., & Adams, A. 2007. Trust in scientific experts on obesity: implications for awareness and behavior change. Obesity, 15(8), 2145-2156. Chan, R. S., & Woo, J. 2010. 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