Online health communities’ portrayal of obesity on social media platforms in South Africa
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Date
2021
Authors
Mazonde, Natasha
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Abstract
Background: The rapidly increasing prevalence of obesity in South Africa, intertwined with extensive
changes in diet, life expectancy and nutritional status has led to a complex framing of obesity on social
media. This has prompted prioritisation of treatment and prevention interventions. To leverage social
media for obesity prevention, we need to understand how discourse on obesity is presented in the media.
This study was conducted to understand how obesity is constructed and represented on social media in
South Africa.
Methods: A cross sectional mixed methods study design with qualitative and quantitative content
analysis of Facebook and Twitter platforms in South Africa, from 1 July 2019 to 31 December 2019. The
study used Meltwater software for data collection and data were extracted by the researcher yielding 13
500 posts and tweets. Data were cleaned and coded in Microsoft Excel. The study utilised both
quantitative content analysis and qualitative framing analysis to add insight into the nature of obesity
discourse on social media.
Results: Social media portrayals of obesity in South Africa suggest a complex health issue. The discourse
varies with evidence of stigmatising portrayals of obesity largely blaming individuals for unhealthy
lifestyles and poor diets leading to obesity. Sentiment on the messages is mixed, with evidence of
positive, neutral and negative reactions to obesity. Engagement with obesity messaging is both passive
and interactive. There is a mix of voices creating obesity content on social media including health
advocacy groups, health experts, researchers and media personalities.
Conclusions: This study documented media portrayals of obesity. With social media intricately
embedded in the social lives of South Africans, there is a high likelihood that obesity prevention efforts
will turn to social media to reach out to the public. Future research and media-based prevention efforts
need to leverage social media to fully understand the discourse around obesity
Description
A research report submitted in partial fulfilment of the requirements for the degree of Master of Public Health to the Faculty of Health Sciences, School of Public Health, University of the Witwatersrand, Johannesburg, 2021