The Communication Initiative
Development action with informed and engaged societies
The Communication Initiative
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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Role of Media in Childhood Obesity

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Summary

Published by the Kaiser Family Foundation in February 2004, this 12-page report reviews more than 40 studies on the role of media in the United States' dramatically increasing rates of childhood obesity.


The report concludes that the majority of scientific research indicates that children who spend the most time with media are more likely to be overweight. Contrary to common assumptions, however, most research reviewed for this report does not find that children's media use displaces more vigourous physical activities. Therefore, the research indicates that there may be other factors related to children's media use that are contributing to weight gain. In particular, children's exposure to billions of dollars worth of food advertising and marketing in the media may be a key mechanism through which media contributes to childhood obesity.


The report cites studies that show that the typical child sees about 40,000 ads a year on TV, and that the majority of ads addressing kids are for candy, cereal, soda and fast food. Furthermore, many of the advertising and marketing campaigns enlist children's favorite TV and movie characters: from SpongeBob Cheez-Its to Scooby-Doo cereals and Teletubbies Happy Meals. The report also cites research indicating that exposure to food advertising affects children's food choices and requests for products in the supermarket.


In addition, the report also highlights ways media can play a positive role in helping to reduce childhood obesity, through programmes that encourage children to be active and help teach good nutrition, through public education campaigns aimed at children and parents, and by using popular media characters to promote healthier food options to children.


Key Findings:

  • The majority of research finds a link between the amount of time children spend watching TV and their body weight.
  • Interventions that reduce children's media time result in weight loss.
  • Most research indicates that time spent with media does not displace time spent in physical activities.
  • Many studies indicate that children's exposure to food advertising and marketing may be influencing their food choices.


Click here for more information and to download the report in PDF format.

Source

The SANTEC Weekly Newsletter, March 2004 Information Update No. 3.