摘要：Objectives. This study examined the distribution and individual characteristics of body types on prime-time television. Methods. Five episodes of each of the 10 top-rated prime-time fictional programs on 6 broadcast networks during the 1999–2000 season were quantitatively analyzed. Results. Of 1018 major television characters, 14% of females and 24% of males were overweight or obese, less than half their percentages in the general population. Overweight and obese females were less likely to be considered attractive, to interact with romantic partners, or to display physical affection. Overweight and obese males were less likely to interact with romantic partners and friends or to talk about dating and were more likely to be shown eating. Conclusions. Overweight and obese television characters are associated with specific negative characteristics. Obesity poses a major public health challenge. Surveys continue to show increased rates of obesity both in the United States, where rates increased 50% between 1991 and 1998, and in most other countries around the world. 1– 4 The problem is especially alarming in children. 5, 6 In 1993, McGinnis and Foege estimated that 300 000 premature deaths attributable to poor diet and physical inactivity occurred annually in the United States, as compared with 500 000 deaths attributable to smoking. 7 A more recent analysis revealed that obesity is associated with worse health-related quality of life and higher rates of chronic medical conditions than is lifetime smoking, poverty, or problem drinking. 8 The damaging consequences of obesity in terms of health and well-being are considerable. 4, 8, 9 They result from the physical effects of the condition but also are influenced by the social ramifications of being overweight. 10– 13 Negative stereotypes are attached to obese individuals, who are often thought to be undisciplined, dishonest, sloppy, ugly, socially unattractive, sexually unskilled, and less likely to do productive work, among other attributes. 14, 15 The result is bias and discrimination aimed at overweight persons in important areas of living, including education, employment, and medical care. 16 Stigma and discrimination are key social and environmental factors that contribute to health. 17 Research shows that poor health, diminished quality of life, lowered access to health services, reluctance to seek health care, and possibly poorer care received from providers are related to discrimination based on race, age, and gender. 17– 22 Because obese persons may face similar consequences, there is a need to understand how and why negative social attitudes are communicated. Attitudes regarding various health issues (e.g., substance abuse and youth violence, as well as obesity) are communicated through multiple channels. One central channel has been the popular media, whose treatment of such issues is important because their content communicates social norms and models behaviors. 23– 26 Just as media portrayals of alcohol or tobacco use may glamorize these activities, media images of various body types may shape viewers’ perceptions of overweight and obese individuals. Social science researchers, 27– 29 social commentators, 30, 31 and the popular press 32 contend that television in particular may perpetuate negative stereotypes of obese persons because of its idealization of thin characters. Those who make this argument point out that slender characters appear more often on television than do overweight persons and are ascribed a higher number of positive traits, behaviors, and roles than are overweight persons. They also suggest that overweight persons are ridiculed and shown to be undesirable in a variety of ways. 28 However, these contentions are speculative, because there has been little systematic analysis to document characteristics and behaviors across a range of body types. Existing data suggest a bias in favor of thin persons and negative portrayals of obese individuals. A quarter-century ago, Kaufman examined body types portrayed on 10 highly rated television series from the 1977 season. 27 She found the following percentages in terms of portrayals of various body types: obese, 5%; overweight, 15%; average weight, 42%; and thin, 38%. Among African American characters, 90% were obese, whereas “neither children nor young adults were ever obese or overweight . . . [and] negative characteristics were more frequently associated with overweight and obesity.” 27(p44) Fouts and Burggraf showed that male characters in situation comedies gave more negative feedback to larger than to thinner female characters and that these interactions were often accompanied by audience laughter. 28 Jain and Tirodkar found that, during the 1999 television season, 27% of the characters in 4 situation comedies highly rated among African Americans were overweight, as compared with only 2% of the characters in 4 situation comedies highly rated among general audiences. 29 To understand better the social factors contributing to ill health and well-being among obese individuals, we undertook a large-scale content analysis of television’s portrayal of characters on popular prime-time shows. Our goal was to provide a detailed analysis of the roles given to overweight and underweight characters and a comprehensive examination of their social interactions.
