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Managing Obesity Prevention Using Digital Media: A Double-Sided Approach

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Informational Environments

Abstract

In this chapter we report results from a study on a digital health communication campaign initiated by Children’s Healthcare of Atlanta. This campaign has triggered a highly controversial discussion in the USA, because it used obese children and showed them in online media talking about being stigmatized. Our research is based on the assumption that controversial campaigns disseminated via online media run the risk of being re-contextualized, with the possible negative result of jeopardizing the original communicator’s intentions. Results showed that contextual reinforcement of the campaign message (in three contexts: Facebook, online-news, and a health-related blog) improved the self-relevance-perceptions of adolescent recipients. Also, the participants’ affective self-perceptions concerning their own weight were significantly influenced by the argumentative reframing of the original message on a Facebook site, a Blog, and an online news site. In addition, we report about the development and evaluation of a motion-controlled serious game used to address barriers of obesity prevention in school aged children. In the media, communication about health-related risks mainly uses fear as a motivation for lifestyle-changes, as the time window to communicate the message is usually very short. In contrast, to support motivation in an informal unguided learning context which has to be viable for a longer time, the gamification of learning content is an important strategy. The focus of the serious game is on (1) self-reflective diagnostic tools to analyse the daily food intake and free-time activities, (2) gamified information and knowledge-tests about food groups, drinks, and energy density, as well as (3) relaxation exercises to aid addressing psychosocial aspects.

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Authors and Affiliations

  1. Division for Empirical Media Research, Institute for Media Studies, University of Tübingen, Wilhelmstr. 50, 72074, Tübingen, Germany

    Guido Zurstiege

  2. Department of Psychosomatic Medicine and Psychotherapy, Tübingen University Hospital, Tübingen, Germany

    Stephan Zipfel, Isabelle Mack & Norbert Schäffeler

  3. Department of Communication and Media Research (DCM), Empirical Communication Research, University of Fribourg, Fribourg, Switzerland

    Alexander Ort

  4. Institute of Communication Research, Friedrich-Schiller-University Jena, Jena, Germany

    Tino G. K. Meitz

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  1. Guido Zurstiege
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  2. Stephan Zipfel
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  3. Alexander Ort
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  4. Isabelle Mack
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  5. Tino G. K. Meitz
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  6. Norbert Schäffeler
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Correspondence to Guido Zurstiege .

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  1. Leibniz-Institut für Wissensmedien (IWM), Tübingen, Germany

    Jürgen Buder

  2. Leibniz-Institut für Wissensmedien (IWM), Tübingen, Germany

    Friedrich W. Hesse

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Zurstiege, G., Zipfel, S., Ort, A., Mack, I., Meitz, T.G.K., Schäffeler, N. (2017). Managing Obesity Prevention Using Digital Media: A Double-Sided Approach. In: Buder, J., Hesse, F. (eds) Informational Environments . Springer, Cham. https://doi.org/10.1007/978-3-319-64274-1_5

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