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Framing Obesity: How News Frames Shape Attributions and Behavioral Responses
Ye Sun1, Melinda Krakow1, Kevin K John2
1a Department of Communication , University of Utah , Salt Lake City , Utah , USA.
Journal of Health Communication
|September 17, 2015
Summary
News framing of obesity significantly impacts perceptions of responsibility. A societal frame increases personal and collective action, highlighting news media's role in public health awareness and intervention.
Area of Science:
- Public Health
- Media Psychology
- Social Psychology
Background:
- Obesity is a complex public health issue with significant societal implications.
- Understanding public perception of responsibility is crucial for effective intervention strategies.
Purpose of the Study:
- To investigate how news framing (societal vs. individual) influences perceptions of responsibility for obesity.
- To examine the impact of framing on personal, interpersonal, and societal responsibility-taking behaviors.
Main Methods:
- A web-based experimental design was employed.
- Participants were exposed to news articles framed either societally or individually regarding obesity.
- Causal and treatment responsibility attributions were measured to assess framing effects on behavior.
Main Results:
- The societal frame significantly increased attributions of societal causal and treatment responsibility for obesity.
- Increased societal attributions led to a higher likelihood of engaging in personal, interpersonal, and societal responsibility-taking behaviors.
- Framing effects on behaviors were mediated by responsibility attributions.
Conclusions:
- News framing is a powerful tool for shaping public understanding of obesity as a societal problem.
- Media can effectively mobilize collective action and promote responsibility-taking behaviors through strategic framing.
- Public health initiatives can leverage news media to raise awareness and encourage multifaceted interventions for obesity.
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