Accounting for Sitting and Moving: An Analysis of Sedentary Behavior in Mass Media Campaigns

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Emily Knox
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Stuart Biddle
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Dale W. Esliger
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Joe Piggin
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Lauren Sherar
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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.

The authors are with the Dept of Sport, Exercise, and Health Sciences, Loughborough University, Loughborough, Leicestershire, UK.

Knox (E.Knox@lboro.ac.uk) is corresponding author.
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