| 2005 — 2006 |
Sutherland, Lisa A |
R21Activity Code Description:
To encourage the development of new research activities in categorical program areas. (Support generally is restricted in level of support and in time.) |
Youth Exposure to Food and Beverage Placement in Movies @ University of North Carolina Chapel Hill
DESCRIPTION (provided by applicant): The average child spends as much time viewing movies and television as he spends in school. Food and beverage product placement in movies is recognized as an effective marketing strategy by industry and recently was reported to be the best predictor of new product use by youth. To our knowledge the prevalence of food and beverage product placement in movies has not been reported, nor has youth exposure been estimated. This proposal seeks to draw on methodology employed in tobacco research to better understand the prevalence and intensity of food & beverage placement in movies and to estimate youth exposure. The study will include the following components: 1) Develop and test coding instruments; Measures will be identified and the coding schema developed and then evaluated to test inter-rater reliability; 2) Conduct a content analysis of on-screen food & beverage product placement for the top 25 box office hits from 1995-2004. The content analysis will provide us with a way to rate movies according to amount and type of product placement by year and Motion Picture Association of America (MPAA) ratings. 3) Determine the intensity of food & beverage product placement. We will calculate the number of on-screen incidents (an index of intensity) by year, MPAA ratings, type of foods and food & beverage companies; 4) Estimate youth exposure to product placement. The number of impressions (each movie's food & beverage total incidents x tickets sold) delivered to children aged 6-11 and to teens age 12-17 by year, MPAA ratings and product companies. The primary outcome variables for this study are the prevalence and intensity of food & beverage product placement in movies and youth exposure. Secondary outcomes will include the examination of changes in the prevalence and intensity of food & beverage placement and youth exposure over the past 10 years and comparison of exposure between young children, teens, MPAA ratings, and food & beverage companies. As youth diet quality has declined and prevalence of overweight increased, marketing to youth has become a target of potential intervention and policy change, yet movies have not been studied. We must have a better understanding of product placement in movies and youth exposure. This study will provide pilot data to inform the development of an R01 to measure the relationship between youth exposure to food & beverage product placement in movies, diet quality and body mass index.
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| 2006 — 2010 |
Sutherland, Lisa A |
K07Activity Code Description:
To create and encourage a stimulating approach to disease curricula that will attract high quality students, foster academic career development of promising young teacher-investigators, develop and implement excellent multidisciplinary curricula through interchange of ideas and enable the grantee institution to strengthen its existing teaching program. |
Tv Watching Exposure, Eating and Nutrition Study
DESCRIPTION (provided by applicant): This application is for a career development award. The overall goal of this award is to provide training and skills needed to conduct large-scale mass communication studies examining the impact of visual media on adolescent dietary behavior. A multidisciplinary mentoring by a team of well-established investigators from journalism and mass communication, pediatrics, and biostatics has been assembled to guide this process. The plan includes mentoring, mass communication and biostatistics coursework, skills development, workshops, and a research plan. During the five years I will also present the research findings at scientific meetings, prepare and submit manuscripts, and write a K22 or R01. The research plan outlined, Television Watching Exposure, Eating and Nutrition Study (TWEENS), consists of four integrated aims to better understand the impact of visual media on diet for White, African-American, and Latino "tweens": 1) focus group conduct identify media use patterns, favorite TV channels and shows, popular culture icons, such as movie stars, TV stars, and athletes, 2) cross-sectional media survey to 9-12 year olds in a school-based setting, 3) conduct an advertising content analysis during peak Tween TV times, 4) pilot test a visual media screening tool to evaluate the relationship between exposure to TV food advertising and diet. The research plan 1) incorporates my expertise in nutrition and cancer control and prevention, 2) builds directly on the coursework and workshops described and 3) utilizes mentors' individual and collective expertise and studies they have conducted. This work has the potential to inform a number of research areas including cognitive studies to better understand advertising processing by Tweens and the creation and implementation of appropriate targeted interventions focused on visual media and diet to increase diet quality (increase fruit and vegetable and decrease fat intake) with the goal of decreasing long term cancer risk. This career development award will provide me with protected time to acquire new knowledge and skills in order conduct multidisciplinary research, with the goal of establishing myself as an independent cancer communication investigator specializing in mass media and adolescent dietary behavior.
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