Accounting for sitting and moving: an analysis of sedentary behavior in mass media campaigns

Knox, Emily and Biddle, Stuart ORCID: and Esliger, Dale W. and Piggin, Joe and Sherar, Lauren (2015) Accounting for sitting and moving: an analysis of sedentary behavior in mass media campaigns. Journal of Physical Activity and Health, 12 (9). pp. 1198-1204. ISSN 1543-3080


Background: Mass media campaigns are an important tool for promoting health-related physical activity. The relevance of sedentary behavior to public health has propelled it to feature prominently in health campaigns across the world. This study explored the use of messages regarding sedentary behavior in health campaigns within the context of current debates surrounding the association between sedentary behavior and health, and messaging strategies to promote moderate-to-vigorous physical activity (MVPA). Methods: A web-based search of major campaigns in the United Kingdom, United States, Canada, and Australia was performed to identify the main campaign from each country. A directed content analysis was then conducted to analyze the inclusion of messages regarding sedentary behavior in health campaigns and to elucidate key themes. Important areas for future research were illustrated. Results: Four key themes from the campaigns emerged: clinging to sedentary behavior guidelines, advocating reducing sedentary behavior as a first step on the activity continuum and the importance of light activity, confusing the promotion of MVPA, and the demonization of sedentary behavior. Conclusions: Strategies for managing sedentary behavior as an additional complicating factor in health promotion are urgently required. Lessons learned from previous health communication campaigns should stimulate research to inform future messaging strategies.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 11 May 2017 00:23
Last Modified: 11 May 2017 00:23
Uncontrolled Keywords: Health promotion; Messages; Physical activity; Australia; Canada; Communication; Exercise; Female; Great Britain; Health Promotion; Humans; Mass Media; Posture; Public Health; Sedentary Lifestyle; United States;
Fields of Research (2008): 11 Medical and Health Sciences > 1106 Human Movement and Sports Science > 110602 Exercise Physiology
Fields of Research (2020): 42 HEALTH SCIENCES > 4207 Sports science and exercise > 420702 Exercise physiology
Socio-Economic Objectives (2008): C Society > 92 Health > 9299 Other Health > 929999 Health not elsewhere classified
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