C onsortium for the Study of ommunication and Decision Making The Edward R. Murrow College of Communication C onsortium for the Study of ommunication and

C onsortium for the Study ofommunication and Decision Making

The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication


A Media-Framing Analysis of Obesity:

Adults vs. Kids

Changmin Yan, Ph.D.The Edward R. Murrow College

of Communication


The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication

Introduction• What’s obesity?

– Adults: BMI >= 30.– Kids: Age & Sex-Specific BMI

• What contributes to obesity?– Energy Balance Equation =

Energy Intake + Energy Expenditure

(CDC, 2007)



Introduction• Obesity Prevalence (CDC, 2008).



Introduction

• Agency Objectives:(PI: Fuyuan Shen, Ph.D.; Co-PI: Changmin Yan, Ph.D.)

– Trends of media coverage on obesity.

– Differences and commonalities among adults and kids.



Introduction

• Research Questions/Hypotheses: (PI: Fuyuan Shen, Ph.D.; Co-PI: Changmin Yan, Ph.D.)

– Trends of media coverage on obesity; adults vs. kids.

– Agenda-Setting (McCombs & Shaw, 1972; 1993; Andsager & Powers, 2001)

• 1st level: issue salience

• 2nd level: issue frames

RQ1: # of StoriesRQ2: Adults vs. Kids

Causes & SolutionsAdults vs. Kids



Introduction

• Research Questions/Hypotheses: – Framing of obesity causes and solutions.

• A news frame is a pattern of selection and salience (Entman, 1993; Reese, 2003).

• Causes: – Internal vs. External Attributions (Heider, 1958; Jones & Nisbett, 1972)

– Individual Behavioral vs. Systemic Attributions (Iyengar, 1991)

– Behavioral, Systemic, & Genetic Factors (CDC, 2007)

– RQ3: # of behavioral, systemic, & genetic frames for adults and kids.



Introduction• Research Questions/Hypotheses:

– Framing of obesity causes and solutions.• Causes:

– Energy Imbalance: Food Intake & Physical Activity (CDC, 2007)

– RQ4: # & types of food intake frames for adults and kids.

– RQ5: # & types of physical activity frames for adults and kids.

– RQ6: # & types of solutions for adults and kids.



Methods• Media: The New York Times

• Time Frame: Jan. 1, 1985 – Dec. 31, 2006.

• Key Words in Lexis-Nexis Academic Universe: “Obesity, Obese, and/or Overweight” in headline & lead paragraphs. 542 Stories.

• Coding: level of agreement > 90%, Krippendorff’s alpha > 0.70.



Methods• Coding Scheme: Causal Attributions

– Genetic and Biological Causal Claims– Influences on Food Intake

• Behavioral causal claims.• Systemic causal claims

– Influences on Physical Activity• Behavioral causal claims.• Systemic causal claims



Methods• Coding Scheme: Solutions (Lawrence, 2004)

– The Information Environment– Restrictions on Access to Calorie-Dense or Low-

Nutritional-Quality Foods– Economic Factors– Legal and Regulatory Environment– Prevention and Treatment Programs– Social Norms



Results

• RQ1: # of obesity-related stories.



Results

• RQ2: # of obesity-related stories, adults vs. kids.



Results

• RQ3: # of behavioral, systemic, & genetic frames for adults and kids.



Results




Results




Results

• RQ4: # & types of food intake frames for adults and kids.

Food

Eaten

Eatin

g Hab

it

Cheap

Junk

Foo

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ting

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g Size

Lack

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Yo Yo

Diet

01020304050607080

Figure 4a: Top 10 Food Intake Frames: Adults



Results

• RQ4: # & types of food intake frames for adults and kids.

Junk

in S

choo

l

Ad & M

arke

ting

Cheap

Junk

Foo

d

Socia

l Nor

ms

Inac

cura

te In

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Food

Policy

Eatin

g Hab

it

Lack

Foo

d Ed

Servin

g Size

Food

Eaten

Socio

econ

0

10

20

30

40

50

60

70

80

Figure 4b: Top 10 Food Intake Frames: Kids



Results

• RQ5: # & types of physical activity frames for adults and kids.

Lack

Exe

rcise

Impe

de E

xerc

ise

Socia

l Nor

ms

Lack

Pro

mot

ion

TV Tim

e

Life

Styl

e

Reduc

ed S

choo

l Ed

Compu

ter

Med

ia

Socio

econ

01020304050607080

Figure 5a: Physical Activity Frames: Adults



Results

• RQ5: # & types of physical activity frames for adults and kids.

Lack

Exe

rcise

TV Tim

e

Reduc

ed S

choo

l Ed

Impe

de E

xerc

ise

Lack

Pro

mot

ion

Socia

l Nor

ms

Compu

ter

Socio

econ

Life

Styl

e

Med

ia

05

10152025303540

Figure 5b: Physical Activity Frames: Kids



Results

• RQ6: # & types of solutions for adults and kids.

Indi

vidua

l Fam

ily

Clinica

l Pha

rm

Socia

l Nor

ms

Comm

unity

Sch

ool

Ed Cam

paig

n

Policy

Mar

ketin

gLa

bel

Comm

unity

Acc

ess

Litig

atio

n0

20406080

100120140160180

Figure 6a:Top 10 Solution Frames: Adults



Results

• RQ6: # & types of solutions for adults and kids.

Indi

vidua

l Fam

ily

Comm

unity

Sch

ool

Schoo

l Acc

ess

Ed Cam

paig

n

Mar

ketin

g

Policy

Socia

l Nor

ms

Labe

l

Clinica

l Pha

rmM

edia

0

10

20

30

40

50

60

70

Figure 6b: Top 10 Solution Frames: Kids



Discussions

• General Trends– Overall Coverage– Causal Attributions– Energy Imbalance

• Adults vs. Kids– Adults: Causes & Solutions– Kids: Causes & Solutions

• Implications



Questions?

Email: [email protected]

Collaborations and Ideas: Consortium for the Study of

Communication and Decision Making

mailto:[email protected]

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C onsortium for the Study of ommunication and Decision Making The Edward R. Murrow College of Communication C onsortium for the Study of ommunication and