Prime Time for Obesity

By Jennifer Thomas
HealthScout Reporter

If you flip on a television show popular among African Americans, you're likely to see far more overweight characters and junk food ads than on programs geared to a general audience, a new study finds.

And the researchers say the content of "black prime time" may negatively influence what African Americans eat.

"Viewers of black prime time television are subjected to a disproportionate number of unhealthy food images," says lead study author Manasi Tirodkar, a research assistant at University of Chicago Children's Hospital. "In the long run, this may prove to influence obesity, the way alcohol and tobacco advertising have influenced other health behaviors."

African Americans have a higher rate of obesity than the general population. About 60 percent of African Americans are overweight or obese, compared with 54 percent of the U.S. population, says the study, which was presented this Spring at the Pediatric Academic Societies meeting in Baltimore, Md.

Researchers analyzed the content of the four, half-hour sitcoms with the highest African-American ratings, based on the Nielsen Media Report, in the fall of 1999. The shows included: Moesha, The Parkers, Malcolm & Eddie and the Jamie Foxx Show. Researchers then compared those shows to Friends, Frasier, Jesse, and Stark Raving Mad, which had the highest general-audience ratings.

Among the findings:

The shows with the largest African-American audience had 60 percent more food and beverage commercials than shows that attracted a general audience. Black prime time television shows had 4.78 eating-related commercials for every 30-minute program,
compared with 2.89 for general-audience television shows.

On prime-time, 36 percent of the food commercials on popular black shows were for desserts or sweets, and 13 percent were for soda. On popular shows for whites in prime time, 14 percent of ads were for desserts or sweets, and 2 percent for soda.

About 27 percent of actors on black prime time television were overweight compared with 2 percent on general prime time.

"The prevalence of overweight characters on these programs may send a message regarding the general acceptance of obesity in this community," Tirodkar says.

That's a mixed blessing, Tirodkar says. On the one hand, it reduces the stigma of obesity, and helps overweight black women in particular feel good about themselves.

On the other hand, she says obesity can be a health problem, not just a cosmetic problem. Obesity is linked to diabetes, high blood pressure, heart disease and knee and joint problems.

"One of the advantages of portraying so many overweight characters is that it reflects an acceptance of being overweight, but the down side is it possibly endorses eating behaviors related to obesity," Tirodkar says.

Shiriki Kumanyika, a professor of epidemiology at University of Pennsylvania in Philadelphia, says studies show several reasons for obesity among African Americans, including genetic, metabolic and environmental factors.

For example, African Americans who live in inner cities can have a hard time eating according to the dietary guidelines because, unlike suburban towns, inner city neighborhoods often lack a grocery store stocked with fresh produce or low-fat choices, she says. Housing conditions may make it difficult to store food. Inner city neighborhoods may not have the variety of restaurants that offer healthy fare.

"If you have to ride a bus across town to follow the dietary guidelines, the chances are small you are going to do this," says Kumanyika, who specializes in obesity research.

Television advertising that targets African Americans with commercials for low-nutrient foods may be another negative influence. "TV is another aspect of the bombardment of unfavorable conditions facing African Americans," she says.

What To Do

Kumanyika says continuing education programs are needed, especially in low-income neighborhoods, to teach families about the dangers of obesity and how to choose healthy foods.

For information on nutrition, visit the American Obesity Association or the American Dietetic Association.

Or, check these low-fat, soul food recipes at Down Home Healthy Cookin', brought to you by the National Institutes of Health.

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