Food on British television: multiple messages, multiple meanings

Recent reviews show that the majority of research studies that have investigated the link between television and food choice have concentrated on promotional media and, in particular, on television advertising. Based on a broader conceptualization of the issue designed to shift the focus from a narrow one on food promotion to a broader one on food representation the article reports findings from exploratory research on the role of television in the food choices of British 11 – 18 year olds. Results indicate that there are key differences between programme and advertising content. Different ‘food frames’ can also be detected. Qualitative audience research indicates that there is little evidence of television’s influence of the kind implied in orthodox critiques of its contribution to food choice but suggests instead a more complex picture. The article concludes by suggesting the findings’ implications for those with the task of designing communication initiatives to promote healthy eating practices.