Challenging stereotypes and legitimating fat: an analysis of obese people's views on news media reporting guidelines and promoting body diversity

© The Author(s) 2013. This article contributes to scholarship on the cultural politics of obesity by providing insights into how people considered ‘obese’ think news media reporting should be improved and their views on ideas such as reporting guidelines and promoting body diversity. A thematic analysis of interview data identified the following themes: ‘Challenging stereotypes’, ‘The limits of news’, ‘Individual responsibility’ and ‘Legitimating fat’. These themes capture the divergence in views and reflect differences in how people construct obesity and conceive the influences of media on audiences. Situated in the context of the contested science and news frames surrounding obesity, the analysis also engages with wider debates about the potentially unintended consequences of seeking to challenge stigma. We conclude that media and policy discourses need to reflect a diversity of ways of framing obesity if the views of obese people are to be included.

Exploring the integration of social media within integrated marketing communication frameworks: perspectives of services marketers

Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales.

Design/methodology/approach – Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement.

Findings – The findings revealed that the unique characteristics of SM (such as interactivity and individualisation, integration of communication and distribution channels, immediacy and information collection) impact traditional marketing communications frameworks. These impacts manifested in 12 modifications specific to services and SM to traditional generic IMC frameworks encompassed by the themes of reach, service channel, word-of-mouth advocacy, consumer generated messages, listening and behavioural measurement.

Practical implications – The rapidly evolving nature of SM means senior services marketers need to educate organisational stakeholders regarding implementation issues, which may be a barrier to effective integration of SM within marketing communications.

Originality/value – With digital marketing communications budgets reaching 30 per cent within some organisations, it is timely to put forward a marketing communication decision-making framework that first incorporates SM and second is suitable for services marketers.

Media internalization and conformity to traditional masculine norms in relation to body image concerns among men

Previous studies have separately examined conformity to masculine norms and internalization of body ideals in the media in relation to the drive for muscularity (DM). This study was designed to examine these factors together in relation to DM, and further examine how they may differ in relation to drive for thinness (DT) and drive for leanness (DL). Participants were 284 Australian males between ages 18 and 42. They completed validated measures that assessed DM, DT, DL, male gender role norms, and internalization of body ideals. The findings showed that internalization of body ideals mediated the relationship between masculine role norms and body image in the case of both DM and DL. However, masculine norms and internalization were independent predictors of DT. Our findings contribute to further understanding of the roles that the media and masculine norms have in shaping men's drive for muscularity, leanness, and thinness. Longitudinal research is needed to confirm the nature and direction of these relationships.

Keystone media: the Australian and Indigenous affairs

This article conceptualises The Australian as the nation’s ‘keystone media’ on Indigenous affairs.Nielsen’s term ‘keystone media’ captures the critical importance of particular news outlets that play what he terms an outsize role in defining the state and structure of wider media and politicalenvironments. The article analyses the factors at play in The Australian’s sponsorship of a particular political agenda for this complex field of social policy. The argument is illustrated through an examination of Indigenous health coverage from 1988 to 2008, textual analysis of 137 columnswritten by Noel Pearson, and research interviews with key actors in the Indigenous policy realm, including journalists, public servants and Indigenous commentators. Through this examination of its reporting and collaboration with Pearson, we contend The Australian has advanced a range of neoliberal and interventionist policies to government and the public.

Social media bodies : revealing the entanglement of sexual well-being, mental health, and social media in education

While media and youth research reveal the intersectionality of young people’s sexual well-being, mental health, and social media practices, little attention has been paid to how this entanglement is addressed in education. Pedagogy that is not informed by a nuanced and interconnected understanding of young people’s everyday experiences of sexual well-being, mental health, and social media is likely to be ineffective and inadequate. I describe a workshop activity with young people experiencing mental ill health that uses bodies as a metaphor for social media, allowing participants to reveal and discuss their experiences, attitudes, and values through dressing up and illustrating “social media bodies.” I outline three themes that arose from the workshops: revealing and destabilising affordances, the spatial and temporal affordances of social media, and young people’s affective relationships through and with social media, and advocate for an intersectional approach to sexuality education, one that is necessarily complex and ambivalent.

Contemporary publics: shifting boundaries in new media, technology and culture

If the twentieth century has been dominated by discussions of the public, public life, and the public sphere, Contemporary Publics argues that, in the twenty-first century, we must complicate the singularity of that paradigm and start thinking of our world in terms of multiple, overlapping, and competing publics. In three distinct streams—art, media and technology, and the intimate life—this volume offers up the intellectual and political significance of thinking through the plurality of our publics. “Countering Neoliberal Publics: Screen and Space,” explores how different artistic practices articulate the challenges and desires of multiple publics. “Making and Shaping Publics: Discourse and Technology” showcases how media shape publics, and how new and emerging publics use these technologies to construct identities. “Commodifying Public Intimacies” examines what happens to the notion of the private when intimacies structure publics, move into public spaces, and develop value that can be exchanged and circulated.

Media technologies and publics

“Making and Shaping Publics: Discourse and Technology” is composed of five different positions on how media technologies shape publics, and how new and emerging publics construct identities and strategic goals. This section of Contemporary Publics begins with an introduction where media technologies are utilised to facilitate progressive change. This facilitative role is examined in subsequent chapters, where publics can unite around discourse and technology that enables communication and identity creation. The negative consequences of technologies in making and shaping publics are also examined, particularly with respect to privacy. Overall, various responses have emerged from the ways in which media and discursive practices attempt to fold us into particular kinds of publics. The chapters in this section observe how publics react to forms of control.

Understanding organisational use of social media for crisis communication.

This research examines the use of social media by organisations for communication with stakeholders during a crisis and provides a theoretical framework for guiding organisations in this area.