The+Sizable+Issue+that's+Weighing+Generation+Y+Down

A paper that explores the social and cultural influences that have contributed to the rising levels of obesity in Generation Y.

Name: Siobhan Clancy Student Number: n7628048 Tutor: Emily Mann


 * Artefact**

This cartoon (retrieved from []) depicts a clearly obese boy sitting in front of the television eating the very food that is being advertised. His much thinner parents (of Generation X) are standing behind him and remark that his food habits are always the same. Due to the wording used it is implied that his food habits are influenced by television (‘the box’).

**Public Health Issue** The public health issue represented by this artefact is the increasing levels of obesity in Generation Y. Despite being a largely preventable disease, obesity is the leading cause of death and illness in Australia and is an issue as it has increased at an alarming rate in the past couple of decades, affecting Generation Y more than its predecessor Generation X (Corderoy, 2010). It is a major risk factor in a number of diseases and disorders such as diabetes, musculoskeletal disorders, cancers and psychological disorders, which ultimately can lead to a reduced life expectancy and a reduction in one’s quality of life (World Health Organisation [WHO], 2011). As the prevalence of obesity is on the rise, so too are the health, economic and social costs associated with it. It cost around $37.7 billion in 2008 alone in direct and indirect costs (medications, absenteeism), which could have been allocated to other important health areas (Medibank, 2010). Obesity is a major concern in Australia as it affects a vast number of the population, and is indiscriminate in its victims; people from all ages, socio-economic groups, ethnicities and genders are affected. It is a particularly important issue for young people as there is a clear correlation between obese or overweight children maintaining that health risk into adulthood. Billions of dollars are being spent on related medical treatments, but very little is spent on examining the social causes of obesity, which will be analysed in this discussion. Sociological and cultural changes have altered the way in which we live and have increased the consumption of unhealthy fast foods and produced a more sedentary lifestyle.

**Literature review** Obesity is now considered by many governments and organisations as a worldwide epidemic. Because of its increasing prevalence there has been considerable research into its spread, rise and reasons for this phenomenon. In order to compare data, the generations must first be defined. The Australian Bureau of Statistics (2011) defines Generation X as being born the years of 1965 and 1981 and Generation Y as being born between 1982 and 2000. Additionally, being overweight or obese is defined as having a body mass index of between 25 and 29.9 and 30 or more respectively (Australian Institute of Health and Welfare [AIHW], 2010). However a limitation to using body mass index as a health indicator is that it does not distinguish between muscle and fat mass, nor does it take into consideration genetic racial characteristics. According to the Australian Institute of Health and Welfare, the epidemiological spread of obesity is 61% in Australian adults and 25% in Australia’s children. This spread is not equal as statistics show that older citizens, Indigenous Australians and those from lower-socio-economic groups were more likely to be overweight or obese. This is due to an impaired ability to participate in social activities and a lack of funding and resources.

Cross sectional population research conducted by Thorburn (2004) shows that in 1995, 19% of children and adolescents were overweight, which was three times higher than in 1985. Similarly, in 1995 the obesity rate for boys and girls (under 18) was 4.5% and 5.3% respectively. This is a significant rise from the 1.4% and 1.2% of boys and girls respectively that were considered obese in 1985. The Australian Bureau of Statistics (2011) concurs and adds that in 2007-2008, one quarter of all Australian children (between 5-17) were overweight or obese, which is a total rise of 4% in 12 years (using compulsory National Health Surveys as its methodology). Both sources agree that being overweight or obese affects population groups differently. Thorburn puts forth that Australian Aborigines and children from a non-European background have higher body mass indexes. The Australian Bureau of Statistics suggests that children living in a more socio-economic disadvantaged neighbourhood had a 5.5% higher chance of being overweight or obese than those in less disadvantaged areas. It suggested that reasons for this may be a lower education and income resulting in less dietary and nutritional awareness. Furthermore, there were fewer opportunities for physical activities and less access to healthy foods. The Australian Bureau of Statistics concluded, with Thorburn agreeing, that higher body mass indexes were due to more time spent in sedentary states due to social modernisation, changes in transportation and the sedentary nature of leisure activities (watching television or playing on the computer).

Rosin (2008) shows that the prevalence of being overweight or obese among children and adolescents has nearly doubled since 1980 with one quarter of the nation’s youth being classified as overweight or obese. She suggests that rates of childhood obesity are directly related to rates of adult obesity. Rosin put forth many reasons for this increase, such as immediate gratification due to situational factors like time pressure and convenience. Likewise, technological innovations in food production have made food preparation switch from individual to mass production thanks largely to appliances like microwaves.

Philipson (2001) responded to claims that obesity is a genetic disposition by arguing that genetics cannot adequately explain the rapid change over a short time period. In 2004, a Victorian primary school survey found that out of 17 schools with a food service only five regularly sold fruit, however packaged goods (chips and lollies) were present in all canteens. Burke (2007) said that this was due to these foods selling well and having a longer shelf life. Additionally a reliance on profits from school canteens makes it hard for schools to implement healthy eating programs as the sale of these foods creates the idea that they belong in everyday meals.

Compounded by this is the decrease in physical education lessons in school. This is evidenced by the online questionnaire Bell (2010) conducted of 115 physical education teachers in Victoria in an attempt to understand the barriers to the implementation of physical education lessons in schools. The majority of teachers responded that peer pressure, a low level of student interest, a lack of access to equipment and a curriculum that focussed on academic success were the main barriers. However, a limitation in this study is that results were sent to the schools reported on, so some teachers may have been liberal with the truth in order to avoid workplace animosity.

The Newcastle City Council conducted a study in 2004 in its local area and found that physical inactivity contributed to 7% of the burden of disease. In young people it found that a lack of recreational facilities was the key social issue preventing exercise at 22.4% of the vote. Additionally, the young males believed that recreational activities were aimed at women and did not address their needs.

**Social and Cultural Analysis** While an unhealthy lifestyle is widely acknowledged as being the cause of obesity, there are some sociological and cultural changes that can explain the behavioural changes that have led to this lifestyle. Social changes and trends surrounding the built environment, the food market, school, the family and technology as a pastime have increased children’s energy intake and decreased their output.

Urban sprawl has led to an increase in automobile travel as the proportion of people living in suburbs has more than doubled in the past couple of decades (Hu, 2008). In 2002 only 22% of children walked or cycled to school, whereas 70% of their parents did. Parents are increasingly driving children to school as they believe the distance is too great for children to walk, there is too much traffic and no safe walking route, concerns about neighbourhood crime and the fear of the child being abducted (Josling, 2000). This is heightened by the increased media coverage of traffic accidents and attempted abductions. Also, an increase in the abundance of gated communities and less open spaces has decreased incidental exercise among children (Hu, 2008).

Moreover, there have been significant changes in the food market which has altered our lifestyles. Food selection is based on what people can afford and what is available (Forster-Scott, 2007). Often foods that are healthy are more expensive and not as easily available in low income neighbourhood supermarkets. Food insecurity and poverty results in lower food expenditures and often foods compromised of refined grains and high levels of sugars and fats are more affordable than meats, fish and fresh fruit. Fast food is becoming more widely available with tasty treats available at low cost and with greater convenience. In addition, there has been a change in the food market towards larger portion sizes (Butcher, 2006). A comparison of dietary surveys from 1983 and 1995 highlights 350kJ increased daily intake (Butcher, 2006). These changes all contribute to the trend of increasing obesity.

Changes in family life, such as no full time homemaker due to dual career or single-parent working families has increased the demand for food away from home or for pre-prepared foods as convenience is highly valued (Forster-Scott, 2007).

Also, with parents at work, children are spending their afternoons unsupervised and inside, involved in sedentary activities such as video and computer games. In 1970, 35% of homes had more than one television and 6% had three or more. In 1999, 88% had more than one television and 60% had three or more (Butcher, 2006). There has been a significant increase in electronic entertainment as a pastime since the 1980s; it is convenient, inexpensive and has a wide range of programs (Plunkett, 2010). Australian teenagers are spending more time watching television than ever before with a 6% increase in daily viewing than four years ago. In addition, internet and video usage is now approaching four hours per day (McCrindle, 2004).

As children are watching more television, companies are capitalising on this by increasing the advertising directed at children. When asked what has a significant influence on their thinking, one quarter of children replied television and movies (McCrindle, 2004). Children’s programmes had 11% more commercials per hour in 1993 than in 1987, and more than half of these advertisements were for foods and drinks (Butcher, 2006). Children younger than five see an average of 4000 food advertisements every year, and during Saturday morning cartoons that equates to one advertisement every five minutes (Bell, 2010). The typical first grader can recognise in excess of 200 brands (Bell, 2010). Fast food outlets have become gigantic, multi-national corporations who make huge profits from their food. McDonalds for instance, is cheap, tasty and readily available, but is also high in salt, sugar, fats and calories and it spends around $2 billion each year in advertising (Josling, 2000).

Additionally, fast food outlets are moving closer to schools. Hinde (2011) reported that more than 70% of South East Queensland’s secondary schools are within walking distance of a major fast food outlet. The Cleveland District State High School has three within a 500 metre radius. Studies in the United States have shown that the close proximity of a fast food outlet to a school increases the risk of obesity by 5%.

Better Health (2011), an initiative by the Victorian Government states that the role of physical education in the school curriculum nationwide has been drastically reduced. The World Health Organisation (2006) conducted research into this matter five years ago and found that worldwide physical education is suffering from decreased curriculum time, budget constraints, inadequate materials and that it is deemed to be not on par with seemingly superior academic subjects that are concerned with developing a child’s intellect. Other common practices in schools that undermine healthy eating messages includes rewarding children with sweets, having vending machines, holding sports event with voucher to fast food restaurants as prizes and using chocolate drives for fundraising (Bell, 2010).

Health experts need to focus more on prevention than treatment; it is more effective and more economically viable. Current programs are largely ineffectual as they do not address the underlying causes of an unhealthy lifestyle.

**Artefact analysis and learning reflections** One’s first impression is that they cartoon depicts that television is related to physical inactivity and unhealthy eating, but upon further evaluation it becomes clear that it represents much more. It tells of the tremendous influence television is having on the child. Television is considered a must in every household, but it is also a form of communication that invades our homes and minds at the click of a button, allowing for an array of commercials to be viewed. The boy in the cartoon is clearly glued to the television set and his parents are evidently concerned about the influence it exerts on their son. From the words “when it comes to eating, I just can’t get him to think outside the box…”, it can be inferred that the child’s thoughts centre around the television and that what he eats and demands to eat is influenced by television advertising. From the child’s perspective this is normal and he has probably grown up watching television, as have his friends, but despite his mother’s best efforts she cannot get him to eat healthier food. From the parents’ point of view, they explicitly cannot comprehend the influence that television exerts on him. This is probably due to the fact that when the parents were children (they are from generation X) the television was not as readily available and there were fewer junk food advertisements. Additionally, when they were children, their parents more than likely cooked for them at home.

The cartoon is also representative of the role that television plays as a source of entertainment. The room is plain and windowless and the television is the centrepiece taking up all of the child’s attention. The outdoors is not featured in the cartoon and seemingly the child is content sitting down and watching television instead of being active. One could also infer from the child’s behaviour and size that the parents could have done more to encourage the child to exercise more and eat healthier. In addition, the child does not even acknowledge his parents, which provokes thought about the negative social impacts of his lifestyle.

The public health implications represented by the cartoon are obviously the unhealthy lifestyle he leads through his physical inactivity and unhealthy diet. Moreover, it shows that public health workers need to combat the unhealthy messages being sent by corporate giants. Furthermore it demonstrates that more has to be done to encourage children to engage in activity away from the television and to educate children to eat healthier.

Personally this cartoon illustrates the dangers of modern technology; as no matter what, advertisements will always subconsciously influence us. It serves as a wake-up call to more critically and objectively analyse what I am exposed to daily in a society where technology dominates every facet of information sharing. In fact it seems almost unconscionable to me the lengths that companies will go to in order to make a profit, despite the clear adverse health effects to its consumers. As a member of Generation Y, it is alarming to think that I may one day become one of these statistics unless I alter my lifestyle for a healthier alternative. As a future health care worker, it is imperative to understand the relationship between social and cultural changes and the effects they have on one’s health in order that I provide the best care possible for them.

**Comments** I've always wondered why people smoke knowing the risks, and even reading the reasons you gave I still wonder. Is there no better way to relieve stress or emotional distress? But I suppose they try it, just for the sake of it, and get hooked. It's good to see that the rates have gone down, and it'll probably continue to decrease as it becomes more socially unacceptable- due to the education programs and knowledge about the risks that you mentioned. I agree with you; I hate smoking, and I hate that I'm subjected to it in public, but alas there's not much society can do about it as it contravenes the smoker's rights. It's alarming how many people still smoke regularly though (I think it was three million?), with the adverse effects being as common knowledge as they are. It'll take a much larger, more comprehensive education program to prevent smoking, especially in the at risk groups (ie low socio-economic status). Luckily I think one day smoking will cease to exist (at least in Australia). Well, I hope!
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Wow, I knew that the television airing rates were low, but I didn't realise it was that low! Especially when compared with the men! You raised an interesting point about the female role models; I think though that girls often look up to singers and actresses as role models as popular culture dominates our society. Indeed rarely are there movies about female sportswomen. I do support women in sport :) but at the same time I think we need to demand equality. For example, women now get equal winnings in tennis tournaments (up till a few years ago they didn't), but only play a maximum of three sets, whereas the men play a minimum of three. In order to get this equality, it requires a huge social and cultural change; I hope we get it!  **References**   Australian Bureau of Statistics. (2009). //National Health Survey 2007-2008. // Retrieved October 21, 2011, from []
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Bell, J.F., (2010). Associations of television content type and obesity in children. American Journal of Public Health(0090-0036), //100//(2) , 334.

Better Health. (2011). //Obesity in children-causes.// Melbourne: Victorian Government Publishing Service.

Burke, C. (2007). //The Connection Between Technology and Childhood Obesity.// Retrieved October 29, 2011 from []

Butcher, K.E. (2006). Childhood obesity: trends and potential causes. //The Future of children(1054-8289)//, //16//(1), 19.

Corderoy, A. (2010, April 9). Obesity is now more deadly than smoking. //Sydney Morning Herald.// Retrieved from []

Forster-Scott, L. (2007). Sociological factors affecting childhood obesity. //Journal of physical education, recreation and dance, 78//(8), 29-32.

Hinde, S. (2011, April 3). Junk food clusters are surrounding southeast Queensland schools, putting kids at increased risk of obesity and diabetes. //The Courier Mail//. Retrieved from []

Hu, F.B. (2008). //Obesity epidemiology.// Oxford: Oxford University Press.

Hunter Valley Research Foundation (2004). //Community Plan Survey- Newcastle.// Newcastle: Newcastle City Council.

Josling, L. (2000). //Obesity: a curable epidemic.// Retrieved October, 29, 2011 from []

McCrindle, M. (2004). //Understanding Generation Y.// Parramatta: The Australian Leadership Foundation.

Medibank; health solutions. (2010). //Obesity in Australia: financial impacts and cost benefits of intervention.// Retrieved October 21, 2011 from []

Plunkett, J. (2010, August 19). Television viewing increases despite rise of internet and social media. //The Guardian.// Retrieved from []

Rosin, O. (2008). The economic causes of obesity: a survey. //Journal of economic surveys, 22//(4), 617.

Thorburn, A.W. (2004). Prevalence of obesity in Australia. //Obesity Reviews, 6//(3), 187-189.

World Health Organisation. (2006). //An update of the status of physical education in schools worldwide.// Retrieved November 1, 2011 from []

World Health Organisation. (2011). //Obesity and Overweight.// Retrieved October 17, 2011 from []