Aileen McGloin

Fat is your fault. Gatekeepers to health, attributions of responsibility and the portrayal of gender in the Irish media representation of obesity.

We investigated the representation of obesity in the Irish media by conducting an inductive thematic analysis on newspaper articles (n=346) published in 2005, 2007 and 2009 sampled from six major publications. The study analysed the medias construction of gender in discussions of obesity and associated attributions of blame. Three dominant themes are discussed: the caricatured portrayal of gender, women as caregivers for others, and emotive parent-blaming for childhood obesity. Men were portrayed as a homogenous group; unaware and unconcerned about weight and health issues. Dieting and engaging in preventative health behaviours were portrayed as activities exclusively within the female domain and women were depicted as responsible for encouraging men to be healthy. Parents, specifically mothers, attracted much blame for childhood obesity and media messages aimed to shame and disgrace parents of obese children through use of emotive and evocative language. This portrayal was broadly consistent across media types and served to reinforce traditional gender roles by positioning women as primarily responsible for health. This analysis offers the first qualitative investigation into the Irish media discourse on obesity and indicates a rather traditional take on gender roles in diet and nutrition.

Public Perceptions of the Dioxin Crisis in Irish Pork

In early December 2008, a global recall of Irish pork was initiated as a result of a subset of the national pork output being contaminated with dioxin. In this study, members of a panel from an Internet‐based longitudinal monitor of public opinion on food and health issues were used to assess public perceptions about the dioxin incident in late December. Although most respondents did not regard food as posing a risk to health, a larger proportion of respondents reported that that there was a ‘very high’ health risk from pork (8.6%) compared to any other food of animal origin. However, when asked to rank the risk posed to human health from a broad range of food and non‐food hazards, PCBs/dioxins were considered to pose less of a risk than high fat food, chemical pollution, or tanning. The majority of respondents (70.5%) considered that the authorities managed the incident in an ‘adequate’ or ‘very efficient’ manner. Respondents who considered that the authorities’ management of the incident was ‘incompetent’ rated the risk associated with eating Irish pork to be higher than those who considered that the authorities’ management was ‘very efficient’. Both the European Food Safety Authority and the Irish food safety authorities pronounced that there was no risk to human health from the level of dioxin in the pork. These communications, coupled with the rapid handling of the incident in an open and transparent way, reassured consumers and maintained their confidence in the food supply.

Session 5: Nutrition communication: The challenge of effective food risk communication

A chronology of food scares combined with a rapid, unchecked, rise in lifestyle-related diseases such as obesity highlights the need for a focus on effective food risk communication. However, food risk communication is highly complex. Many factors will affect its success, including the demeanour and conduct of the source, its transparency, interaction with the public, acknowledgement of risks and timely disclosure. How the message is developed is also important in terms of language, style and pretesting with target audiences, as is the choice of appropriate channels for reaching target audiences. Finally, there are many personal factors that may affect risk perception such as previous experience, knowledge, attitudes and beliefs, personality, psychological factors and socio-demographic factors, many of which remain unexplored. While there is evidence that campaigns that communicate health risk have been associated with behaviour change in relation to major public health and safety issues in the past, it is unknown at this stage whether targeting risk information based on risk-perception segmentation can increase the effectiveness of the messages.A chronology of food scares combined with a rapid, unchecked, rise in lifestyle-related diseases such as obesity highlights the need for a focus on effective food risk communication. However, food risk communication is highly complex. Many factors will affect its success, including the demeanour and conduct of the source, its transparency, interaction with the public, acknowledgement of risks and timely disclosure. How the message is developed is also important in terms of language, style and pretesting with target audiences, as is the choice of appropriate channels for reaching target audiences. Finally, there are many personal factors that may affect risk perception such as previous experience, knowledge, attitudes and beliefs, personality, psychological factors and socio-demographic factors, many of which remain unexplored. While there is evidence that campaigns that communicate health risk have been associated with behaviour change in relation to major public health and safety issues in the past, it is unknown at this stage whether targeting risk information based on risk-perception segmentation can increase the effectiveness of the messages.

Influences on the food choices and physical activity behaviours of overweight and obese pregnant women: A qualitative study

OBJECTIVE to qualitatively explore influences identified by overweight/obese pregnant women on food choices and physical activity (PA) behaviours; to determine the impact of pregnancy on these factors; and to inform development of future lifestyle interventions during pregnancy. DESIGN cross-sectional interview study. SETTING maternity hospital, Ireland. PARTICIPANTS pregnant women (n=22), early pregnancy Body Mass Index > 25kg/m2 MEASURES: barriers to and facilitators of healthy eating and PA in overweight/obese pregnancy. Interviews were transcribed verbatim and analysed using inductive thematic analysis. FINDINGS overweight/obese women perceived the following factors to influence their food choices and PA behaviours: personal (e.g. age, enjoyment, health, aesthetic appearance, and response to fatigue); social (e.g. social support, food modelling, social facilitation and weight bias) and environmental (e.g. food salience and the obesogenic environment). These factors affected PA and food choice trajectories differently according to socio-economic and socio-cultural context. CONCLUSION AND IMPLICATIONS personal, social and environmental factors affect food choices and PA behaviours. Pregnancy is a powerful stimulus for positive changes in food choices particularly. This change is driven by desire for healthy pregnancy outcome, and is not intrinsically motivated. Healthy lifestyle interventions should aim to sustain positive changes beyond pregnancy through: empowerment, intrinsic motivation, family-centred approach, and behavioural goals.

Examining the Media Portrayal of Obesity Through the Lens of the Common Sense Model of Illness Representations

This study examined the Irish media discourse on obesity by employing the Common Sense Model of Illness Representations. A media sample of 368 transcripts was compiled from newspaper articles (n = 346), radio discussions (n = 5), and online news articles (n = 17) on overweight and obesity from the years 2005, 2007, and 2009. Using the Common Sense Model and framing theory to guide the investigation, a thematic analysis was conducted on the media sample. Analysis revealed that the behavioral dimensions of diet and activity levels were the most commonly cited causes of and interventions in obesity. The advertising industry was blamed for obesity, and there were calls for increased government action to tackle the issue. Physical illness and psychological consequences of obesity were prevalent in the sample, and analysis revealed that the economy, regardless of its state, was blamed for obesity. These results are discussed in terms of expectations of audience understandings of the issue and the implications of these dominant portrayals and framings on public support for interventions. The article also outlines the value of a qualitative analytical framework that combines the Common Sense Model and framing theory in the investigation of illness narratives.