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Childhood Obesity: A Social Media Epidemic?

By Sarah Herren Argosy University

Childhood Obesity: A

Social Media Epidemic?

(Dazeley, 2011)

(Flixya, 2010)

+ What is Childhood Obesity and Why is it Important?

Childhood obesity is an increasing health epidemic that affects children and adolescents worldwide (Moore, 2007).

It is a serious, often-preventable, medical condition that occurs when a child is far above the normal weight for his or her age and height (Mayo Clinic, 2011).

As obese children have an increased risk of developing severe health problems, both physically and mentally, it is important for society, as a whole, to learn the ways in which this epidemic may be resolved.

+One Primary Contributor

Although there are several factors that influence the increasing rate of childhood obesity, one primary contributor is found within the marketing industry (Harris, 2011).

This is evident in the substantial amount of support offered to the hypothesis that food and beverage marketing negatively influences a child’s food preferences, as well as consumption, increasing the rate of childhood obesity.

(Funnyjunk, 2011)

+How Does the Media Target

Children? Companies target children and adolescents through the vast

amount of advertisements that are aired during prime-time television influencing children’s preferences, requests, and consumptions of unhealthy foods and beverages (Mass, 2003).

They do so by spending billions of dollars to research the ways in which children can be influenced (Brownback, 2008).

Several corporations have also been accused of using disguised persuasive attempts such as product placement and focus groups to manipulate their adolescent audiences (Harris, 2007; Nestle, 2006).

Nevertheless, it is important to note that further research is required as much of the information known today is compiled from studies conducted in the 1970s (Moore, 2007).

+Strategies for Society

Several companies have made significant strides by voluntarily reducing the amount of food products high in salt, fat, sugar, and calories marketed to our children (Brownback, 2008).

Taking the television set out of children’s bedrooms (Jordan, 2008).

Turning of the television while eating.

(Kaiser Family Foundation, 2010).

+ Further Research is Necessary

The questions of how one of the previously listed strategies would be implemented or delivered, in a way that would protect the public’s health, is one that requires further attention and is important in researching childhood obesity (Jordan, 2008).

Additional research also needs to address the different methods companies implement when targeting their marketing towards children.

As Vicky Rideout, the Vice President and Director of the Kaiser Family’s Foundation Program for the Study of Entertainment Media and Healthy, once said, “While media is only one of the many factors that appear to be affecting childhood obesity, it’s an important piece of the puzzle,” (Rollin, 2004, p.165).

+References

Anderson, D.R., Blass, E. M., Kirkorian, H.L., Koleini, M.F, Pempek, T. A., & Price, I. (2006). On the road to obesity: Television viewing increases intake of high-density foods. Physiology & Behavior, 88, 597-604. doi: 10.1016/j.physbeh.2006.05.035

Brownback, S. (2008). Confronting Childhood Obesity. The ANNALS of the American Academy of Political and Social Science, 615, 219-221. doi:10.1177/0002716207308894

Dazeley, P. [Photograph]. (2011). Retrieved December 11, 2011 from http://www.gettyimages.com/detail/photo/girl-eating-hamburger-portrait-close-up-royalty-free-image/75354616

Flixya. [Photograph]. (2010). Retrieved December 11, 2011 from http://www.flixya.com/photo/2305200/Obese-Child-Sitting-Watching-TV-and-Eating-Chips

Funnyjunk. [Photograph]. (2011). Retrieved December 11, 2011 from http://www.funnyjunk.com/funny_pictures/1715592/Friends+of+irony/

Harris, J. L., PhD, Schwartz, M. B., PhD, & Speers, S.E. (2011). Child and Adolescent Exposure to Food and Beverage Brand Appearances During Prime-Time Television Programming. American Journal of Preventive Medicine, 41, 291-296. doi: 10.1016/j.amepre.2011.04.018

Jordan, A. B., & Robinson, T. N. (2008). Children, Television Viewing, and Weight Status: Summary and Recommendations from an Expert Panel Meeting. The ANNALS of the American of Political and Social Science, 615, 119-132. doi: 10.1177/0002716207308681

+References

Kaiser Family Foundation. (2010). Kids TV Consumption If TV In Bedroom. Retrieved December 11, 2011 from http://wallstcheatsheet.com/economy/the-amazing-media-habits-of-8-18-year-olds.html/

Mass media and childhood obesity. (2003). International Journal of Obesity, 27, S8-S8-S8. doi:10.1038/sj.ijo.0802447

Mayo Clinic. (2011). Childhood Obesity. Retrieved October 31, 2011 from http:// www.mayoclinic.com/health/childhood-obesity/DS00698

Moore, E. (2007). Perspectives on Food Marketing and Childhood Obesity: Introduction to the Special Section. Journal of Public Policy & Marketing, 26(2), 157-161. doi:10.1509/jppm.26.2.157

Nestle, Marion (2006, June 15). Food Marketing and Childhood Obesity - A Matter of Policy. New England Journal of Medicine, (24), 2527, Retrieved from http://elibrary.bigchalk.com.libproxy.edmc.edu

Rollins, J. A. (2004). Kaiser family foundation releases report on role of media in childhood obesity. Pediatric Nursing, 30(2), 165-165. Retrieved from http://search.proquest.com/docview/199431430?accountid=34899