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<p>Our research aims to contribute to identifying and combating social prejudices and stereotypes by revealing how obese individuals are represented in the media. One hundred twenty-eight advertisements in the 21 most watched fictional programs in prime time on 6 major Turkish television networks in the 2022–2023 season were analyzed quantitatively. Among 818 television characters, 20.2% of women and 22.6% of men were overweight or obese. Overweight and obese people were less likely to take part in major roles and show positive interactions. They were less likely to interact with or engage in physical intimacy with romantic partners. Individuals in the normal or underweight category were more likely to be associated with positive attributes such as “cheerful,” “respected,” “intelligent,” and “attractive” (61.5%) than those classified as overweight or obese (48.3%) (OR = 1.6, 95% CI: 1.0–2.5, <i>p</i> = 0.002). Overweight and obese television characters are generally associated with negative characteristics.</p>

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Portrayals and analysis of individual body types in television commercials

  • 期刊论文

  • 发表日期：

    2025年9月3日

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  • Muhammed Mustafa Beyoğlu,
  • Erhan Kaya,
  • Rasim Gökmen,
  • Muhammed Semih Gedik,
  • Celal Kuş,
  • Musa Şahin

摘要

Our research aims to contribute to identifying and combating social prejudices and stereotypes by revealing how obese individuals are represented in the media. One hundred twenty-eight advertisements in the 21 most watched fictional programs in prime time on 6 major Turkish television networks in the 2022–2023 season were analyzed quantitatively. Among 818 television characters, 20.2% of women and 22.6% of men were overweight or obese. Overweight and obese people were less likely to take part in major roles and show positive interactions. They were less likely to interact with or engage in physical intimacy with romantic partners. Individuals in the normal or underweight category were more likely to be associated with positive attributes such as “cheerful,” “respected,” “intelligent,” and “attractive” (61.5%) than those classified as overweight or obese (48.3%) (OR = 1.6, 95% CI: 1.0–2.5, p = 0.002). Overweight and obese television characters are generally associated with negative characteristics.