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C onsortium for the Study ofommunication and Decision Making
The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication
C onsortium for the Study ofommunication and Decision Making
A Media-Framing Analysis of Obesity:
Adults vs. Kids
Changmin Yan, Ph.D.The Edward R. Murrow College
of Communication
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C onsortium for the Study ofommunication and Decision Making
The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication
Introduction• What’s obesity?
– Adults: BMI >= 30.– Kids: Age & Sex-Specific BMI
• What contributes to obesity?– Energy Balance Equation =
Energy Intake + Energy Expenditure
(CDC, 2007)
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C onsortium for the Study ofommunication and Decision Making
The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication
Introduction• Obesity Prevalence (CDC, 2008).
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C onsortium for the Study ofommunication and Decision Making
The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication
Introduction
• Agency Objectives:(PI: Fuyuan Shen, Ph.D.; Co-PI: Changmin Yan, Ph.D.)
– Trends of media coverage on obesity.
– Differences and commonalities among adults and kids.
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C onsortium for the Study ofommunication and Decision Making
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Introduction
• Research Questions/Hypotheses: (PI: Fuyuan Shen, Ph.D.; Co-PI: Changmin Yan, Ph.D.)
– Trends of media coverage on obesity; adults vs. kids.
– Agenda-Setting (McCombs & Shaw, 1972; 1993; Andsager & Powers, 2001)
• 1st level: issue salience
• 2nd level: issue frames
RQ1: # of StoriesRQ2: Adults vs. Kids
Causes & SolutionsAdults vs. Kids
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C onsortium for the Study ofommunication and Decision Making
The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication
Introduction• Research Questions/Hypotheses:
– Framing of obesity causes and solutions.• A news frame is a pattern of selection and salience
(Entman, 1993; Reese, 2003).
• Causes: – Internal vs. External Attributions (Heider, 1958; Jones & Nisbett, 1972)– Individual Behavioral vs. Systemic Attributions (Iyengar, 1991)– Behavioral, Systemic, & Genetic Factors (CDC, 2007)
– RQ3: # of behavioral, systemic, & genetic frames for adults and kids.
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C onsortium for the Study ofommunication and Decision Making
The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication
Introduction• Research Questions/Hypotheses:
– Framing of obesity causes and solutions.• Causes:
– Energy Imbalance: Food Intake & Physical Activity (CDC, 2007)
– RQ4: # & types of food intake frames for adults and kids.
– RQ5: # & types of physical activity frames for adults and kids.
– RQ6: # & types of solutions for adults and kids.
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C onsortium for the Study ofommunication and Decision Making
The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication
Methods• Media: The New York Times
• Time Frame: Jan. 1, 1985 – Dec. 31, 2006.
• Key Words in Lexis-Nexis Academic Universe: “Obesity, Obese, and/or Overweight” in headline & lead paragraphs. 542 Stories.
• Coding: level of agreement > 90%, Krippendorff’s alpha > 0.70.
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C onsortium for the Study ofommunication and Decision Making
The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication
Methods• Coding Scheme: Causal Attributions
– Genetic and Biological Causal Claims– Influences on Food Intake
• Behavioral causal claims.• Systemic causal claims
– Influences on Physical Activity• Behavioral causal claims.• Systemic causal claims
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C onsortium for the Study ofommunication and Decision Making
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Methods• Coding Scheme: Solutions (Lawrence, 2004)
– The Information Environment– Restrictions on Access to Calorie-Dense or Low-
Nutritional-Quality Foods– Economic Factors– Legal and Regulatory Environment– Prevention and Treatment Programs– Social Norms
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C onsortium for the Study ofommunication and Decision Making
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Results
• RQ1: # of obesity-related stories.
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C onsortium for the Study ofommunication and Decision Making
The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication
Results• RQ2: # of obesity-related stories, adults vs.
kids.
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C onsortium for the Study ofommunication and Decision Making
The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication
Results• RQ3: # of behavioral, systemic, & genetic
frames for adults and kids.
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C onsortium for the Study ofommunication and Decision Making
The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication
Results• RQ3: # of behavioral, systemic, & genetic
frames for adults and kids.
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C onsortium for the Study ofommunication and Decision Making
The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication
Results• RQ3: # of behavioral, systemic, & genetic
frames for adults and kids.
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C onsortium for the Study ofommunication and Decision Making
The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication
Results• RQ4: # & types of food intake frames for adults
and kids.
Food E
aten
Eating
Hab
it
Cheap
Junk
Food
Social
Norm
s
Inacc
urate
Info
Ad & M
arketi
ng
Serving
Size
Lack
Self
-Con
trol
Socioe
con
Yo Yo D
iet0
1020304050607080
Figure 4a: Top 10 Food Intake Frames: Adults
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C onsortium for the Study ofommunication and Decision Making
The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication
Results• RQ4: # & types of food intake frames for adults
and kids.
Junk
in S
choo
l
Ad & M
arketi
ng
Cheap
Junk
Food
Social
Norm
s
Inacc
urate
Info
Food P
olicy
Eating
Hab
it
Lack
Food E
d
Serving
Size
Food E
aten
Socioe
con
01020304050607080
Figure 4b: Top 10 Food Intake Frames: Kids
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C onsortium for the Study ofommunication and Decision Making
The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication
Results• RQ5: # & types of physical activity frames for
adults and kids.
Lack
Exe
rcise
Impe
de E
xerci
se
Social
Norm
s
Lack
Prom
otion
TV Time
Life S
tyle
Reduc
ed S
choo
l Ed
Compu
ter
Media
Socioe
con
01020304050607080
Figure 5a: Physical Activity Frames: Adults
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C onsortium for the Study ofommunication and Decision Making
The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication
Results• RQ5: # & types of physical activity frames for
adults and kids.
Lack
Exe
rcise
TV Time
Reduc
ed S
choo
l Ed
Impe
de E
xerci
se
Lack
Prom
otion
Social
Norm
s
Compu
ter
Socioe
con
Life S
tyle
Media
05
10152025303540
Figure 5b: Physical Activity Frames: Kids
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C onsortium for the Study ofommunication and Decision Making
The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication
Results• RQ6: # & types of solutions for adults and kids.
Indivi
dual
Family
Clinica
l Pha
rm
Social
Norm
s
Commun
ity S
choo
l
Ed Cam
paign
Policy
Marketi
ngLa
bel
Commun
ity A
cces
s
Litiga
tion
020406080
100120140160180
Figure 6a:Top 10 Solution Frames: Adults
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C onsortium for the Study ofommunication and Decision Making
The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication
Results• RQ6: # & types of solutions for adults and kids.
Indivi
dual
Family
Commun
ity S
choo
l
Schoo
l Acc
ess
Ed Cam
paign
Marketi
ngPoli
cy
Social
Norm
sLa
bel
Clinica
l Pha
rmMed
ia0
10203040506070
Figure 6b: Top 10 Solution Frames: Kids
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C onsortium for the Study ofommunication and Decision Making
The Edward R. Murrow College of CommunicationThe Edward R. Murrow College of Communication
Discussions• General Trends
– Overall Coverage– Causal Attributions– Energy Imbalance
• Adults vs. Kids– Adults: Causes & Solutions– Kids: Causes & Solutions
• Implications
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C onsortium for the Study ofommunication and Decision Making
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Questions?
Email: [email protected]
Collaborations and Ideas: Consortium for the Study of
Communication and Decision Making