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A DOUBLE-TAKE ON OBESITY

Mary Edwards
Jim Gedda
Lindsay Gross
Jessica Mayflower
19 April 2011

Obesity has become a personal issue for each American. If you are not obese

yourself, then you know and/or love someone who is and you have witnessed his or her

struggles. The discourse on obesity is deceiving: offering quick fixes that do not last if

they work at all, showing characters who think their weight is the funniest thing to ever

happen, or giving viewers the impression that weight loss is the only answer to

acceptance. There are not shows or magazine articles that show people going through

the thousand rigorous steps to change their lifestyle. The news does not cover your

neighbor who is only thirty pounds overweight and does not care about her chances of

one day strutting on a catwalk. If an obese person is stoned to death by hecklers, then

we may hear about it but camera crews do not follow ten year olds to school to reveal

how not humorous kids think their weight is. Thousands of diets and jokes may exist, but

popular discourse does not cover long-term solutions. The discussion of obesity can be

broken up into three mediums: print, television and the Internet.

FAT PRINT

In relation to print, obesity has taken a mild turn. Weight, a decade ago, was all

about sex appeal and looking hot in fashionable clothes. Although that idea has not

entirely changed, the discourse in print is attempting to focus more on health issues.

This gives the idea that obesity is discussed with the best of intentions for the critiqued

individual. Magazines are beginning to give stories about unhealthy weight loss and
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eating disorders more than discussing how fat someone may look in their little black

dress. Weight loss is discussed as a great achievement—if you are thinner, then you are

sexier, famous and happy.

In the fight against the evil word “fat,” many individuals are going to extremes

because of the intense discussion of instant cures. An article in ELLE Magazine

discussed a procedure called “Cryolipolysis,” where doctors, “place a coffee-saucer-size

suction-cup-like apparatus on the skin to gradually extract body heat until the

subcutaneous levels of fat are frozen” ( cite ) Four syllable words make this procedure

seem like an intelligent way to solve a health problem. It is “doctor language” with words

like subcutaneous and noninvasive. However, once the lengthy explanation is

demolished, this procedure is, simply put, a doctor putting a plunger-like object on the

body fat and freezing it to death. Strained through the definition of logos, this does not

sound like a reasonable idea anymore. The cures against the ultimate health problem

are presented in this manner: big words in complex sentences giving the idea of

legitimacy. However, the article is merely an ad for an expensive procedure that will

have no long-standing health benefits. Instantaneous results seem a lot less daunting

than years of retraining one’s habits to develop a healthy body.

The article plays on a lot of desires we have about weight. It is unhealthy and I

want it gone now. The procedure is described as “painless” and “less invasive than lipo,”

two topics that often come up when discussing problems with other weight loss

procedures. Not once in the article are the health benefits of the procedure outlined, but

the trimming of stomach and thighs is prevalent. Fortunately, this article was in the

Health and Beauty section taking away part of the illusion that the “Fat-Blasting Device”

is a health issue. Over all, the message with this piece is that there is a procedure, not

accepted by the FDA yet, that will allow us to sit and have the majority of our fat frozen

off. Key word: sit.

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On the other side of the discussion on obesity, US Magazine posted an article,

“Size 4 Model Fired for Being Too Fat.” The use of numbers like 4 and 120 are meant to

outline the absurdity along with certain buzzwords like large and fat. The numbers give

the illusion of logos but in coordination with the buzzwords’ negative connotations in our

culture, they open up a pathos-centered argument. The article was in the Healthy

Lifestyle section giving the impression the magazine is trying to support healthy weight.

The word healthy has a slew of connotations behind it that inspire readers’ own personal

journeys with health.

Alongside that, models have often been critiqued for their bone thin bodies but

US, by pointing out a heinous requirement, is giving the image that they do not agree

with this. This is a slight illusion due to the fact that they never actually say anything

other than the model, Filippa Hamilton of Ralph Lauren, said, “They said I couldn’t fit in

their clothes anymore” (US Magazine.) Hamilton is described three times as being a size

4 without any other information on her. The writer is assuming that most of the readers

are above a size 4 due to studies done on America’s obesity. If the average woman is a

size 10, then a 4 sounds very small. From the upper end of the scale, this prejudice

sounds outrageous, but US is not necessarily saying they are against it.

In between the paragraphs of the article, there are links such as “See inspiring

photos of real people who lost weight in a healthy way” or “See photos of models who

embrace changes in their bodies.” Weight is a real people problem, so we want to know

how real people deal with it? The assumption is that models and celebrities do not deal

with weight issues the same way others’ do, which contradicts the original topic of the

article. Following this subject up with a link about models dealing with weight simply

adds to irony. With the lack of detail and stance, this piece is built purely on pathos and

mildly on ethos due to US Magazine’s standing reputation and the reputation models

have to being almost emaciated (or the ideal weight.)

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People recently did an article on Ricky Gervais and his girlfriend losing a chunk

of weight. The means of weight loss are actually discussed such as healthy eating and

more walking and running, but the buzzwords of obesity are still used. Their eating

habits are described as “healthy versions of fat things,” leaving fat as the derogatory

term on the other side of healthy. Gervais is quoted as saying, “Now I've got to stop

making jokes about fat people, which is annoying.” By giving the means of weight loss

and describing their “London neighborhood,” Gervais and his girlfriend are shown as

real people in the same way the last article did (Slonim.) Excellent pull on the emotions

of readers.

The contrast in photos says a lot about how People is trying to change Gervais’

image. In an older photo of him at the bottom of the article, he is wearing an out of style

suit and has a goofy grin on his face—your neighborhood jokester. In the photo above,

he is wearing a sleek black suit next to his fashionably dressed girlfriend. So, because

Gervais is lighter now, he is cooler? The argument is not logical: if we lose weight, we’ll

become a cool famous celebrity.

In print, writers attempt to put obesity into a personal perspective, but the effect is

counter-intuitive. Even Jared, an every day college student at IU, became a celebrity

simply because he lost weight. Hometown people such as our aunts, neighbors and best

friends are not celebrities and were they to become celebrities, weight loss would

change for them. In a celebrity world, weight loss is about sex and attracting sex, but to

my bank teller in Muncie, Indiana, weight loss is about avoiding diabetes and a

pacemaker. By following discourse on obesity through celebrities, we lose sight of the

most important issue of weight: preventative healthcare.

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CHUBBY TV

Obesity has found itself to be a large part of our public discourse, especially in

sitcoms, advertisements, and reality shows. Through this form of discourse, different

topics within obesity are discovered. For example, in the wide range of reality television

and sitcom television, discourse is brought about to establish some of our American

cultural attitudes about one of the biggest health problems our nation faces. Obesity is

the main focus of television shows like The Biggest Loser, Mike and Molly, Kirstie Alley’s

Big Life, and many more. With these specific television shows set as examples for the

discourse on the topic, there are different cultural reactions to obesity that are noticable

in each one of these examples of shows covering the topic of obesity. Humor and self-

loathing cover up the obvious theme: fear.

In The Biggest Loser and so many shows that are extremely similar, a large

portion of the show is dedicated to expressing the fears of obesity—a large part of the

discourse on obesity as a whole. Viewers begin to agree with the show, thinking that

rigorous exercise and obscene diets are the cure to a life long health problem. Instead of

trying to re-train unhealthy habits, contestants/stars on the shows work with an

expensive trainer and instantly begin eating in a vastly different way than they ever have.

Weight loss is known to be a struggle that many people face their entire lives, but

calling in the professionals for a six week body makeover is not a long-term solution.

People auditioning for the show enter a video, which uses their own forms of logos,

ethos, and pathos to convince the makers of the show that they are the ones with the

most immediate need to be on the show. Health risks, physical aesthetics, and family

sob stories are some of the reasons people give for needing to be on the show.

However, there are greater ideas about the discourse of obesity being brought to
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the surface through these shows about quickly losing weight. First, these competitions

to lose vast amounts of weight as soon as possible could write novels on our society’s

need for instant gratification. Instead of a lifestyle change—eating well and instilling and

an exercise routine, instant results are always preferred. Being on shows like The

Biggest Loser and I Used To Be Fat is a direct example of how instant gratification plays

such a big role in our discourse on health issues like obesity.

Another new and upcoming comedic sitcom on CBS is the story of a couple,

Mike and Molly, meeting at Overeaters Anonymous and falling in love. This couple

employs comments and jokes throughout the entire show involving the lives of obese or

overweight characters. In the first episode of the season, Molly is at a meeting for

Overeaters Anonymous and jokes about her father being in debt to the Girl Scouts

because of her eating too many cookies growing up. Jokes are frequently made about

weight, overeating, and the chances for obese people to fall in love take up a lot the

discourse on this sitcom. There are other shows that fall in the “Mike and Molly

category.” Shows like King of Queens and other comedy sitcoms involve many jokes

about obese people are involved in the same type of discourse encompassed by

sardonic humor and negative comments about obesity.

Because of this, many queries are brought to the surface on how our culture

feels about the topic of obesity. Some of these queries are centered on poking fun at

people who are affected by obesity. Obesity is not a topic in our culture that is

acceptable to commiserate over. Innumerable overweight and obese individuals have

been ridiculed horribly through the years for their larger bodies. While a great deal of

this occurred through advertisements, which detail how women and men are supposed

to appear. Americans, decidedly, spend more time laughing at, judging, and humiliating

people who are obese and who struggle with weight loss. The specific examples of

Mike and Molly and King of Queens perfectly make this aspect of public discourse in our
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culture very clear. Obesity has become less of a health issue and more of a vanity

issue. Maybe if we laugh enough, it will go away?

Along the same lines as the sitcoms, shows like Kirstie Alley’s Big Life serve not

to aid individuals with unhealthy weight, but to use them as comic relief—at someone

else’s expense. A large aspect of Kirstie’s show is her running comedic commentary

about gaining weight, losing weight, and not being able to maintain a healthy body. All

of this makes me wonder if our discourse on this topic of obesity makes it appear to be

an unconquerable challenge. The message of this discourse is: without the help of

sickeningly expensive trainers, Americans cannot lose the weight and keep it off.

Beyond the illusions presented in shows like Kristie’s, there is also the idea that if

someone cannot joke about their obesity, then they are an outcast because of it. A

specific example of this is Kirstie’s current celebrity status. She is still famous and,

oddly, now has a show about her life and struggles to lose weight. However, in this

show she jokes constantly about her size. Would she fall off our radar and become a

has-been or an outcast if she does not joke about her size? This is a concept that is

seen throughout all of the sitcoms, television shows, and even reality shows on this topic

—for an overweight celebrity to be a celebrity, their weight must be the center of their

veneer.

The subject of obesity has been increasingly becoming more prevalent in the

media in the past thirty years. The perception of image has shifted from being discussed

purely for beauty to a main health concern. Specifically in news television and

entertainment news shows, such a drastic call to action to lose weight has become the

way for the program to get viewers. Because weight, loss or gain, is such a hot topic in

the media, news shows take advantage of this growing interest.

ABC’s Good Morning America has a separate segment every weekday dedicated

to health questions, issues or concerns. Although topics on this show vary from dental
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hygiene to unknown causal links to heart disease, there is almost always a section

included about how to lose weight or make better, healthful food choices. Yes, it seems

everyone can agree that obesity is a problem and a cause of several health problems,

but does talking about it every day actually change anyone’s perception of it? In other

words, are the viewers learning information that will influence their lifestyle drastically

enough to lose weight while sitting on the couch watching these programs? ABC tries to

integrate these two contradicting activities and suggests the viewers do sit-ups while

watching the program. Though unlikely as this is, the target audience might actually try it

the following day; but, without its instant gratification, its repeat potential improbable.

The most interesting thing I have discovered from searching through countless

television clips about obesity is that the growing rate of child obesity is the primary

subject. Even if the news story is about a specific weight loss procedure or the increase

of diabetes, the concern of child obesity is on the tip of the tongue. Though this is

definitely a big problem in our country, what discourse could change that? Will creating a

Childhood Obesity Task Force, as Obama’s administration has done, make an impact?

Furthermore, the title does not reinforce pathos to the nation, which I think would be

critical in any sort of campaign involving children. These same children are not the

audience watching these shows and parents are most likely already aware of their

children’s weight problem (and most likely have one of their own).

Obesity has recently become a sensation in the United States, but is also

spreading all over the world. In the time span of one generation, the focus of discourse

in world news has shifted from hunger to obesity. Even though there a billion people

hungry and a billion people overweight throughout the world, which I learned through

TED, the only way I heard about hunger was through monotonous, heartfelt commercials

asking for fifteen cents a day for food, education and medical care for a needy child in

Africa or some other impoverished country.

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ABC World News with Diane Sawyer recently had a great example of public

discourse discussing obesity. Sawyer says, “… a story affects every single person in

America; a red alert about a health crisis that is threatening lives, but something that can

be prevented, can be changed.” This angle to the story suggests that everyone in

America is associated with obesity in some way and, therefore, needs to watch the

program to be informed. Also, the fact that she claims this “crisis” can be stopped gives

an underlying tone of guilt to the audience. The show also goes into the correlation

between obesity and disease, resulting in skyrocketing doctor bills and prescriptions. Of

course, it all leads back to money because in America that is and will always remain the

most important thing. But does connecting obesity to doctor bills really give the audience

the right message?

Unlike discourse from other mediums, news television presents more facts and

potential solutions to the obesity epidemic without making any fat jokes. The serious

discourse without entertaining distractions leaves the audience with just the facts. Does

this make news television a more reliable source than entertainment health shows such

as Jamie Oliver’s Food Revolution, where he goes behind the scenes in school

cafeterias, exposing how they’re run? I would argue that obesity is a profound topic, but

any medium that gives the audience straight facts should leave the audience questioning

their own body image, health and fitness.

While all of these different examples of television shows speak to different

aspects of our public discourse on the topic of obesity, there are still so many examples

that are left in the sphere of television, particularly advertising. To outline them all would

be quite redundant. Some of the discourse rides mainly on the fear of obesity, while

some promotes instant gratification, and some simply focus on humor. Television’s

discourse on obesity, no matter what form it takes, is centered on fear—fear of

anonymity, fear of infamy and fear of defeat.

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OBESITY ON THE INTERNET

As with any subject of public discourse, obesity is no stranger to the Internet and

the world of social media. In some ways, the discourse resembles the treatment of

obesity in other forms of media. However, as with most discourse on the Internet, there

are innumerable participants in the discussion and just as many perspectives on it, so

the discourse is much more layered than a news report or a reality show. Aside from

news sites like The Huffington Post, sites such as Twitter and Facebook contain a great

deal of rhetoric surrounding obesity, and each site uses their own unique characteristics

to shape the discussion. Despite the many different layers of input, obesity is a rather

bipartisan issue on the Net. Is fat a choice, good or bad; or is it an unfortunate

nurture/nature problem?

Perhaps the simplest form of discourse about obesity found on the Internet

comes in the way of news sites. Much like newspapers and other forms of print media,

articles discuss the various aspects of obesity and often include statistics or facts about

obesity, generally focusing on the health risks posed by obesity. The Huffington post, for

example, has several articles dealing with potential solutions to obesity (namely

childhood obesity,) such as “No Obese Child is an Island” by Dr. David Katz and “The

Power of Family Dinner to Fight Childhood Obesity” by Laurie David. Both articles take

similar positions on childhood obesity being avoidable and solvable with more involved

parenting and family communication, with the former article appearing in the health

section of The Huffington Post, and the latter appearing on the food section.

The rhetoric in both of these articles operates under the assumption that obesity

is attributable to a lack of understanding or responsibility on the overweight person as

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opposed to a sort of sickness or medical condition. This is, essentially, the core of

almost all rhetoric surrounding obesity and the basis for the various schools of thought:

personal choice or some form of predisposition. Since obesity is such a divided issue,

most people involved in the discussion argue one perspective or the other. This debate

is explored in other articles from The Huffington Post, such as “Obesity: Character Flaw

or Neurochemical Disease?” by Carol Carson. Carson’s article never quite takes a

position on the issue, but provides some rather deep analysis of both perspectives. It is

the middle ground between two warring nations: the sympathizers and the hecklers.

Aside from news sites, public discourse about obesity extends further into the

world of social media. One of the most popular social networking sites, Twitter, contains

a great deal of discourse and discussion about obesity within the confines of its 140-

character limit. Some tweets deal with it comically, such as joke hash tags such as #fat

or #fatasstweet when the person tweeting mentions hunger or eating a lot. There are

also similar tweets and hash tags making fun of overweight people or condemning them.

Twitter is largely based on colloquial rhetoric, with words like “fat” or “chubby” returning

more search results than “obesity” or “overweight.”

Twitter, being what it is and having the limits it has, does not have very much

serious discussion and rhetoric about obesity. There are mostly jokes or small quips,

and the occasional brief exchange between a few users. Is it substantial discourse?

Maybe not. But if one was looking for profound and lengthy discussions about any issue,

not just obesity, Twitter should be on the list of last resorts. However, any analysis of

rhetoric on obesity in regards to social media would be remiss without the inclusion of

Twitter, which has truly become a social phenomenon.

The other proverbial elephant in the room in regards to social media is also not

without various intriguing discourse on obesity. One of the most interesting aspects of

Facebook, as pertaining to obesity, is the group function. One or more users will
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organize and join a group based upon a particular cause or interest, and then discuss it

or post news, videos or other things relating to the subject. Obesity, being the polarizing

issue that it is, tends to fall into one of the two main camps when it comes to Facebook

groups. Many groups focus on solving obesity or dealing with various health issues

caused by it, while other groups are simply formed for the sole purpose of condemning

overweight people or for expressing displeasure about obesity.

The interesting aspect of these groups is the discourse continuing in the wall

section. On the more positive and solution-oriented pages, numerous posts are

seemingly advertisements for various weight-loss products. There is not a great deal of

legitimate discussion apart from, “Try this for great results!” or “This product is proven to

work!” I can certainly understand trying to promote something that could have possibly

worked for them, but there is a drastic difference between helpful suggestions and what

are, essentially, plugs. Ironically, the pages that mock and condemn the obese have

walls that are simply informal conversations, lacking in much depth or deliberation. A

great deal of the bantering is rather bigoted and ill informed, but an occasional voice

argues against the baseless slander. The reason for the dramatic difference in content is

likely attributable to the fact that if an individual creates a page for obesity support and

weight loss advice, they are more likely to have some type of agenda. The more mean-

spirited groups, however, have nothing to promote or prove aside from their own hostile

opinions on obesity.

The level of rhetoric surrounding obesity on the Internet is much more layered

than in other forms of media, due to the complexity and depth of the medium itself.

There are simply articles, not terribly different than ones found in print media. There are

also Facebook groups based on different positions in the debate, filled with comment

threads and links to other pages. Jokes and some lighter forms of discourse take place

on Twitter through hash tags keyword searches. Stones are thrown, jokes are told and
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easy fixes are offered, but very little well constructed arguments on obesity occur online.

The Internet is quickly becoming the leading platform for public discourse in our society,

and understanding how this rhetoric and these conversations take place is essential to

the analysis of any contemporary subject of discussion.

Obesity is not a contemporary idea, but it has not always been an issue. Not too

long ago, our population was more worried about starvation than over eating. Now, after

centuries of trying to pad rib cages, we are having a problem finding them. When

starvation was feared, those who were starving were second-class citizens…literally.

Today, overweight individuals are heckled as having no self-control or are pitied for

having poor genes and unhealthy dinners during childhood. There are a million answers

given to a question that is not formally asked, but popular discourse gives no solutions.

Strong emphasis is placed on the now-now-now and less on the outcome years down

the road. Obesity is a moneymaker. Quick fixes cost money every time you re-try them—

lipo, skinny jeans, spray tans, South Beach Diet books. I could spend thousands of

dollars on the keys to being sexy and slim, but still be overweight next year. Of course, if

that does not work, I can just learn to laugh about it and I will still be a good person.

Obesity is less of an issue than it is a fiasco.

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SOURCES:

Long, April. "Fat-Blasting Device: A non-invasive procedure designed to freeze-out

cellulite." ELLE, 14 Mar 2009. Web. 6 Apr 2011. <http://www.elle.com/Beauty/Health-
Fitness/Fat-Blasting-Device>.

"Size 4 Model Fired for Being Too Fat." US Magazine, 14 Oct 2009. Web. 6 Apr 2011.
<http://www.usmagazine.com/healthylifestyle/news/size-four-model-fired-for-being-too-
fat-1970218>.

Slonim, Jeffrey. "How Ricky Gervais and Girlfriend Jane Fallon Lost 40 Lbs.." People, 4
Oct 2010. Web. 6 Apr 2011.
<http://www.people.com/people/article/0,,20431535,00.html>.