The fat of the land: a meritocratic framework for examining the conceptual relationship between obesity, effort and reward

Abstract

Obesity has been called the greatest health issue of the 21st century, but it is considered by many people to be a health issue that can be combated by the effort of individuals. This thesis asserts that there is a meritocratic view of the body and health in society and that this is reflected in popular culture and government policy. To discuss this theory I have created a meritocratic framework for examining the discourse around bodies. This framework holds that there is an ideal body, which most people are assumed to be able to achieve with sufficient effort and that those who have succeeded in achieving that body are, or should be, rewarded. The case studies that I examine are entertainment television programmes and state health education materials.