The implications of gendering childhood obesity PSAs

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O'Neal, Pamela K.
Ballard-Reisch, Deborah

O'Neal, Pamela K. (2010). The implications of gendering childhood obesity PSAs. -- In Proceedings: 6th Annual Symposium: Graduate Research and Scholarly Projects. Wichita, KS: Wichita State University, p. 159-160


The percentage of overweight and obese children is at or above 30% in 30 U.S. states. In light of this nationwide epidemic, examining messages concerning childhood obesity becomes increasingly important. One strategy employed to help combat childhood obesity is public service announcements (PSAs). In marketing, gender is one of the leading variables employed to tailor messages to audiences. The Constant Comparative Method was used to content analyze 20 childhood obesity PSAs found on YouTube and 10 PSAs found on the Let's Move Website. Analyses indicate that PSAs on YouTube, while still biasing the male population, represented females more often than those on the Let’s Move Website. Implications for obesity prevention are discussed.

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Paper presented to the 6th Annual Symposium on Graduate Research and Scholarly Projects (GRASP) held at the Hughes Metropolitan Complex, Wichita State University, April 23, 2010.
Research completed at Elliott School of Communication, College of Liberal Arts and Sciences