Addressing Structural Racism, Bias, and Health Communication as Foundational Drivers of Obesity Proceedings of a Workshop Series (2022) / Chapter Skim
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6 Operationalizing Health Communication for Obesity Solutions
6 Operationalizing Health Communication for Obesity Solutions
Pages 43-50
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From page 43... ...
These campaigns also tend to increase rather than reduce inequity because popu lations that have difficulty implementing behavior changes as a result of economic, social, and structural factors are often less likely to benefit from the infusion of health promotion messages. • Effective health communication strategies (1)
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From page 44... ...
A presentation on the topic was followed by a moderated discussion and question-and-answer period with participants. Angela Odoms-Young, associate professor and director of the Food and Nutrition Education in Communities Program and New York State Expanded Food and Nutrition Education Program in the Division of Nutritional Sciences at Cornell University, offered introductory remarks prior to the presentation.
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From page 45... ...
According to Niederdeppe, the view that obesity is a personal problem to be solved primarily at the individual level is shaped by multiple powerful forces. These forces include political groups that highlight individual responsibility, deregulation, and limited government; the food and drink industries, which emphasize personal choice and self-regulation with little if any oversight; and an entertainment industry that sells false images of the "ideal" body.
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From page 46... ...
Niederdeppe shifted to the final portion of his presentation, in which he discussed the emerging evidence base on the effects of communication interventions focused on promoting systems-level changes to reduce the prevalence of obesity and on spurring other structural changes to promote population health. According to Niederdeppe, strategic communication can promote systems-level thinking and interventions and increase public support for such evidence-based policies.
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From page 47... ...
Finally, Niederdeppe cited as a third characteristic of effective communication strategies recognition that different messages may or may not resonate among different social groups. He reported results of a study of parents who reported annual household incomes of less than $40,000 in which the researchers assigned various levels of strength to different messaging strategies designed to boost support for increasing prices on sugary drinks according to the racial/ethnic identity of respondents (Cannon et al., 2022)
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From page 48... ...
Niederdeppe emphasized the principle conveyed by this example: the importance of understanding the perspectives of diverse audiences before implementing communication strategies to promote evidence-based health policies. Understanding this principle can help communicators anticipate how their messages will resonate among different groups, he asserted, which in turn helps differentiate strategies aimed at mobilizing audiences who support a policy from strategies aimed at persuading audiences who oppose it.
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From page 49... ...
He cautioned against "overmedicalizing" the problem, explaining that people usually think of treating clinical problems with medical treatments focused on individual bodies, whereas obesity's drivers go beyond the realm of health care.
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