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Health discourse in Swedish television food advertising during children's peak viewing times.

Artikel i vetenskaplig tidskrift
Författare Hillevi Prell
Eva Palmblad
Lauren Lissner
Christina Berg
Publicerad i Appetite
Volym 56
Nummer/häfte 3
Sidor 607-616
ISSN 0195-6663
Publiceringsår 2011
Publicerad vid Institutionen för medicin, avdelningen för samhällsmedicin och folkhälsa
Institutionen för socialt arbete
Institutionen för kost- och idrottsvetenskap
Sidor 607-616
Språk en
Länkar dx.doi.org/10.1016/j.appet.2011.01....
Ämnesord Domestic science and nutrition, NUTRITION & DIETETICS, JUNK FOOD, Fast food, Health, Child
Ämneskategorier Folkhälsomedicinska forskningsområden

Sammanfattning

Food marketing influences children's food preferences and consumption and is important to consider in the prevention of child obesity. In this paper, health messages in commercials during children's peak viewing times were analysed by examining how food is articulated in the health discourse. In total, 82 food commercials from 66h of television recordings of the most popular commercial channels with children in Sweden (TV3, TV4 and Channel 5) were analysed with discourse theoretical tools according to Laclau and Mouffe and with a focus on rhetoric. Physical, mental and social health aspects were present in 71% of the commercials. Three health discourse types; a medical (food as protection and treatment), a hedonic (food as feeling good) and a social discourse type (food as caring) were discerned. In relation to these, the heart symbol, lifestyle associations and nature/the natural were elements that could be interpreted in different ways. Moreover, foods carrying unhealthy associations were promoted in the health discourse and presented as especially healthy by offensive rhetoric. The analysis raises awareness of the prevailing health messages in food marketing. Children and parents should be encouraged to develop their critical thinking about television food advertising and how it may influence social norms and dietary practices.

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