[Messages about physical activity and nutrition offered by Quebec mass media?]

As social elements of our environment, mass media are regarded as determinants of individual and population beliefs, social norms and habits. Since it is recognized that they influence population health, this study aims to obtain a better portrait of Quebec media content regarding physical activity and nutrition messages on a public health level. First, we analyzed the content of fictional television shows (n = 1 3) and advertisements broadcast during those shows (n = 68). Second, we reviewed the content of La Presse newspaper and of French television Société Radio-Canada from 1986 to 2005 with regard to physical activity and nutrition messages. Our results indicate a difference between how men and women are portrayed on French television, with women more often being shown as underweight and men as at or above healthy body weight. The results also show that during the 20-year period of the reviewed content, there were fewer messages about physical activity than about nutrition. To be successful in their goal of improving population health, mass media should address both subjects together in their messages.