Newspaper framing of food and beverage corporations’ sponsorship of sport: a content analysis

Carters-White, L. E., Patterson, C. , Nimegeer, A. , Hilton, S. and Chambers, S. (2022) Newspaper framing of food and beverage corporations’ sponsorship of sport: a content analysis. BMC Public Health, 22(1), 1753. (doi: 10.1186/s12889-022-14031-w) (PMID:36114474) (PMCID:PMC9479402)

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Abstract

Background: Unhealthy diets are a leading contributor to obesity, disability and death worldwide. One factor cited as contributing to rises in obesity rates is the pervasive and ubiquitous marketing of unhealthy foods and beverages (F&Bs) across a variety of mediums, such as sport sponsorship at both professional and amateur levels. Despite increased academic attention on the detrimental impacts of sport sponsorship within the obesogenic environment, this has not been matched by legislative action. One explanation may be the way that F&B corporations’ sport sponsorship is framed within policy debates. Framing is the deliberate ways in which (often contested) issues are presented in communication. This paper examines how sport sponsorship by F&B corporations is framed through media reports. Methods: This study employed a mixed methods content and framing analysis. First, we conducted a quantitative newsprint content analysis (n = 234). This then informed and directed a thematic framing analysis of a sub-set of articles (n = 54) that specifically associated sport sponsorship by F&B corporations with obesity and childhood obesity. Results: The findings suggest that two competing frames are evident within newspaper coverage: 1) public health and 2) industry. The public health frame rejects the sponsorship of sport by High in Fat Sugar and Salt (HFSS) product corporations in particular, calling for such sponsorship to be restricted or banned. The industry frame characterises sponsorship of sport as a form of corporate social responsibility, positioning industry as good moral actors and part of the solution to childhood and adult obesity. These frames are evident across other Unhealthy Commodity Industries (UCIs) policy debates. However, the prominence of industry actors within the sample is potentially indicative of their discursive power within this space, particularly with their emphasis on the financial maintenance of sport as well as encouraging physical activity, contributing to the lack of regulatory development of sport sponsorship by F&B corporations. Conclusions: The findings of this study are particularly useful for public health organisations who seek regulatory change, as it may provide further insight into countering industry framing practices, raising the salience of regulation of sport sponsorship and thus increasing the likelihood of regulatory development that seeks to improve population health.

Item Type:Articles
Additional Information:LCW was supported by a MRC Transition Fellowship (MR/N013166/1) and the UK Research and Innovation Councils SPECTRUM Consortium (MR/ S037519/1). SC was supported by a Medical Research Council Strategic Award (MC_PC_13027), Medical Research Council grants (MC_UU_12017/12; MC_UU_12017/14; MC_UU_00022/1) and Chief Scientist Office of the Scottish Government Health Directorates grants (SPHSU12; SPHSU14; SPHSU16). SH was supported by Medical Research Council grant (MC_UU_12017/15) and the Chief Scientist Office of the Scottish Government Health Directorates Grant (SPHSU15). AN and CP were supported by the Medical Research Council (MC_UU_00022/2) and the Scottish Government Chief Scientist Office (SPHSU17). LCW is a member of SPECTRUM a UK Prevention Research Partnership Consortium. UKPRP is an initiative funded by the UK Research and Innovation Councils, the Department of Health and Social Care (England) and the UK devolved administrations, and leading health research charities.
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Patterson, Dr Chris and Hilton, Professor Shona and White, Ms Lauren and Nimegeer, Dr Amy and Chambers, Dr Stephanie
Authors: Carters-White, L. E., Patterson, C., Nimegeer, A., Hilton, S., and Chambers, S.
College/School:College of Medical Veterinary and Life Sciences > School of Health & Wellbeing > MRC/CSO SPHSU
College of Social Sciences > School of Social and Political Sciences > Sociology Anthropology and Applied Social Sciences
Journal Name:BMC Public Health
Publisher:BioMed Central
ISSN:1471-2458
ISSN (Online):1471-2458
Published Online:16 September 2022
Copyright Holders:Copyright © 2022 The Authors
First Published:First published in BMC Public Health 22(1):1753
Publisher Policy:Reproduced under a Creative Commons license

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Project CodeAward NoProject NamePrincipal InvestigatorFunder's NameFunder RefLead Dept
168560MRC SPHSU/GU Transfer FellowshipsLaurence MooreMedical Research Council (MRC)MC_PC_13027SHW - MRC/CSO Social & Public Health Sciences Unit
727641Understanding and Improving Health within Settings and OrganisationsKathryn HuntMedical Research Council (MRC)MC_UU_12017/12HW - MRC/CSO Social and Public Health Sciences Unit
727661Complexity in Health ImprovementLaurence MooreMedical Research Council (MRC)MC_UU_12017/14HW - MRC/CSO Social and Public Health Sciences Unit
727671Informing Healthy Public PolicyPeter CraigMedical Research Council (MRC)MC_UU_12017/15HW - MRC/CSO Social and Public Health Sciences Unit
727661Complexity in Health ImprovementLaurence MooreMedical Research Council (MRC)MC_UU_12017/14HW - MRC/CSO Social and Public Health Sciences Unit
727671Informing Healthy Public PolicyPeter CraigMedical Research Council (MRC)MC_UU_12017/15HW - MRC/CSO Social and Public Health Sciences Unit
3048230011Complexity in healthSharon SimpsonMedical Research Council (MRC)MC_UU_00022/1HW - MRC/CSO Social and Public Health Sciences Unit
3048230021Inequalities in healthAlastair LeylandMedical Research Council (MRC)MC_UU_00022/2HW - MRC/CSO Social and Public Health Sciences Unit
727641Understanding and Improving Health within Settings and OrganisationsKathryn HuntOffice of the Chief Scientific Adviser (CSO)SPHSU12HW - MRC/CSO Social and Public Health Sciences Unit
727661Complexity in Health ImprovementLaurence MooreOffice of the Chief Scientific Adviser (CSO)SPHSU14HW - MRC/CSO Social and Public Health Sciences Unit
727671Informing Healthy Public PolicyPeter CraigOffice of the Chief Scientific Adviser (CSO)SPHSU15HW - MRC/CSO Social and Public Health Sciences Unit
3048230061Complexity in healthSharon SimpsonOffice of the Chief Scientific Adviser (CSO)SPHSU16HW - MRC/CSO Social and Public Health Sciences Unit
3048230071Inequalities in healthAlastair LeylandOffice of the Chief Scientific Adviser (CSO)SPHSU17HW - MRC/CSO Social and Public Health Sciences Unit
304005MRC Precision Medicine Training GrantMorven BarlassMedical Research Council (MRC)MR/N013166/1-LGH/MS/MED25SCMH - Cardiovascular & Metabolic Health