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Physical activity in the mass media: an audience perspective
Ben J Smith1, Catriona M F Bonfiglioli2
1School of Public Health and Preventive Medicine, Monash University, Melbourne, VIC 3004, Australia and Journalism, Information and Media Studies Academic Group, Faculty of Arts and Social Sciences, University of Technology Sydney, Ultimo, NSW 2007, Australia Ben.Smith@monash.edu.
Health Education Research
|February 21, 2015
Summary
Media portrayals of physical activity, especially on reality TV, often focus on risks like obesity. Australians desire more practical advice and positive messaging regarding physical activity promotion.
Area of Science:
- Public Health
- Media Studies
- Health Communication
Background:
- Physical activity is promoted through various media channels, including public health campaigns and television programs.
- Understanding audience reception to media portrayals of physical activity is crucial for effective health communication.
Purpose of the Study:
- To investigate audience exposure, beliefs, and reactions to media portrayals of physical activity.
- To gain insights into the salience and influence of media communication on physical activity.
Main Methods:
- An audience reception study was conducted using in-depth interviews with 46 adults in New South Wales, Australia.
- The sample was stratified by gender, age, area of residence, and body mass index.
Main Results:
- Most participants recalled media coverage of physical activity only with prompting, primarily from television (especially reality TV), news, and sports.
- Recalled messages focused on health risks of inactivity (e.g., obesity) and the need for activity, viewed as personal or parental responsibility.
- Respondents felt media coverage was inadequate, risk-focused, and lacked practical advice.
Conclusions:
- There is a need to counter reality television's framing of physical activity in Australia.
- Engaging media to promote understanding of socioecological determinants of inactivity is essential.
- Future physical activity campaigns should prioritize positive and practical messaging.
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