Skip to main content icon/video/no-internet

The United States is now the fattest country in the world. In July 2007, the Centers for Disease Control and Prevention (CDC) reported that more than 60 percent of U.S. adults and 25 percent of children were overweight or obese, making obesity one of the major health challenges facing the nation. From a medical perspective, those individuals likely to experience health problems as a direct result of excess weight are considered overweight. Obese is the term for individuals who are overweight to the point that their lives will be cut short as a direct result of excessive fat, whereas morbidly obese is reserved for those more than 100 pounds overweight or whose body mass index (BMI), a measure of height and weight, exceeds 40.

Over the past several decades, cultural eating patterns changed such that more Americans dine outside of the home more frequently, eating foods containing significantly higher calories, saturated fats, and cholesterol. Americans are quite literally stuffing themselves to death. Somewhat opportunistically, a billion-dollar diet and exercise industry exists to help the obese shed pounds and inches. Because this weight loss is elusive at best and temporary for most, the weight loss industry thrives on repeat business, those searching for the weight loss miracle cure.

Associated with obesity are many health risks, including heart disease, hypertension, and diabetes. Adult onset (Type II) diabetes is increasing at an alarming rate, coinciding with expanding waistlines. In addition to overt health risks, obesity strains the health care system with medical interventions, both surgical and pharmaceutical, at great cost to individuals and insurance companies. Some interventions, such as the weight loss drug Fen-Phen, promised miracles but produced devastating, even deadly outcomes.

In response to the rising tide of obesity, grassroots movements have had some success in reducing Americans' girth. Following a public outcry, many schools have removed candy and soda machines, packaged foods require nutrition labels, exercise facilities are more readily available in workplaces, and many fast food restaurants now offer more health-conscious meal alternatives.

In addition to the health risks linked to obesity, excessive body weight relates to a host of social-psychological problems, ranging from weight discrimination to social isolation and diminished self-esteem. Three areas of research address different aspects of obesity, and excessive weight more generally, as a social and social-psychological problem: the cultural emphasis on thinness, weight discrimination, and self-esteem problems.

Culture of Thinness

A large body of research shows a linkage between the recent increase in eating disorders, especially in girls and young women, and the cultural emphasis on thinness. The desire to achieve the cultural thinness norm, in conjunction with the fear of deviation, leads individuals to strive for thinness, causing an array of devastating eating disorders, including obesity. An individual's deviation from the idealized image of physical thinness may provoke others to judge and condemn individual behavior, resulting in embarrassment, severe isolation, or alienation. While attempting to adhere to the norm of thinness, many people get caught in a vicious cycle of short-lived weight loss followed by weight gain.

While both men and women are obese, women receive most of the social condemnation of obesity (although rates of eating disorders among men are growing). For this reason, researchers study the media and other cultural products as explanations for the pressures exerted on women. Of particular interest is the representation of women on television, in the movies, and in advertisements. Generally speaking, the size of women in the media has been shrinking as real women have grown heavier. One example of cultural variation over the past 55 years is the White Rock mineral girl, who was 5 feet 4 inches tall and weighed 140 pounds in 1950, while today she is 5 feet 10 inches tall and weighs 110 pounds. Similarly, 1950s actress and sex symbol Marilyn Monroe wore a size 12 dress, while contemporary supermodel Kate Moss is a mere size 4. The White Rock mineral girl and Kate Moss are indicative of a literally shrinking media woman.

...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles

Sage Recommends

We found other relevant content for you on other Sage platforms.

Loading