Obesity frames and counter-frames in British and German online newspapers

Area of Science:

• Media Studies
• Public Health Communication
• Sociology of Health

Background:

• The media significantly influences public perception and understanding of health issues, including obesity.
• Obesity rates are high in Europe, yet scholarly scrutiny of media framing in Britain and Germany remains limited.
• Media framing can shape how obesity is understood and addressed, potentially contributing to weight bias and stigma.

Purpose of the Study:

• To explore the dominant frames used in British and German online newspapers concerning obesity.
• To analyze the frequency of different frames and their potential impact on public understanding and stigma.
• To identify cross-national similarities and differences in media portrayals of obesity.

Main Methods:

• Content analysis of online newspaper articles from Britain and Germany.
• Identification and categorization of media frames related to obesity.
• Quantitative assessment of frame frequency and cross-national comparison.

Main Results:

• A dominant cross-national frame of 'self-control' was identified, emphasizing individual responsibility for obesity.
• This 'self-control' framing may exacerbate weight bias and stigma.
• Counter-frames of 'acceptance' and 'coming out' were also found, challenging the individualizing narrative.

Conclusions:

• Media framing of obesity in Britain and Germany predominantly centers on individual responsibility ('self-control').
• This framing risks increasing weight stigma, but emerging counter-frames offer potential for positive change.
• Media frames can serve as both contributors to and counters against societal stigma surrounding obesity.