Presenting obese individuals in a positive, non-stereotypical manner in the
media could help reduce weight-biased attitudes held by the public, finds a
study from the Rudd Center for Food Policy & Obesity at Yale. The study,
published online in Health Psychology, investigates the impact on public
attitudes and preferences of both stigmatizing and positive portrayals of obese
individuals in the media.
Researchers conducted two online experiments in which participants viewed
either a stigmatizing or non-stigmatizing photograph of an obese individual.
Participants were then asked a series of questions concerning the model featured
in the image and their general attitudes toward obese persons.
The study revealed that those who viewed stigmatizing images expressed
stronger negative attitudes toward obese individuals than participants who
viewed positive images. Not only did the stigmatizing images lead to stronger
negative attitudes towards obese individuals, but participants said that they
preferred viewing the respectful images instead of the stigmatizing images.
The authors believe that media outlets have the ability to shape public
perceptions about health and social issues, and based on this study, they
recommend substituting more respectful media portrayals rather than stigmatizing
images of obese people. “Stigmatizing images of overweight and obese individuals
portrayed as headless figures, not fully clothed, and engaging in stereotypical
eating behaviors are common in the media,” according to Rebecca Pearl, lead
author of the study and a Yale graduate student in psychology. “This study shows
that by portraying obese individuals more respectfully, the public’s negative
attitudes and stereotypes can be significantly reduced.”
In order to increase public support for obesity prevention and treatment
efforts and reduce societal weight prejudice, the authors suggest that media
should make a pledge against perpetuating negative stereotypes and use more
respectful portrayals of obese persons.
“Recent anti-obesity campaigns have garnered considerable debate and
criticism among parents, health professionals, and citizens about how obese
individuals are portrayed in the media,” says co-author Rebecca Puhl, the Rudd
Center’s director of research. “Obese individuals who feel shamed or stigmatized
because of their weight are much more likely to engage in harmful health
behaviors. The media should give careful consideration to the kinds of images
that are disseminated, so that children and adults who are struggling with
obesity can be supported in their efforts to become healthier, rather than
shamed and stigmatized.”
The Rudd Center offers a set of media guidelines and a free image gallery to
aid journalists, photo editors, bloggers, advertisers, and other influencers in
the creation and delivery of fair, unbiased coverage of obesity and
weight-related topics on television, in print, and online. These comprehensive
resources can be found online at www.frutaplantareduceweight.com.
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