Spence, J. C. , & Wild, T. C. (2002-2003). The incidence and context of obesogenic behaviors in popular movies, 1952-2001.

In this study, we are examining the extent to which physical activity, sedentary behaviour (e.g., watching television, reading), and poor food habits are depicted in popular movies. A content analysis is being conducted on 250 movies, representing the top 5 box office attractions per year for the years 1952 to 2001. Each film is divided into 5-minute intervals. It is viewed twice and coded for any occurrence of the aforementioned behaviours. The context (e.g., location) in which the behaviour occurs is coded. The study should allow us to identify if there is any pattern or trend in the portrayal of obesity-relevant behaviours in popular movies. If so, then a next step will be to determine if there is any relationship between these portrayed behaviours and subsequent beliefs or behaviours on the part of viewers as is the case with tobacco products.

Funded by the Canadian Institutes of Health Research (CIHR).