African American Television Shows: A Look at Food Portrayals and Advertising

African American households watch more television than the average American household—75 hours per week versus 52 hours per week—and are more likely to watch shows with predominantly African American characters. African Americans also have a higher prevalence of obesity than the general American population (27% vs 19%). Television watching has been previously linked to obesity. Televised images of products, such as alcohol and tobacco, have increased the use of these items despite their adverse health effects. This raises questions about the health-related content in television programming targeted toward specific racial/ethnic groups. This study compared portrayals of food and related advertising during popular African American Television Shows with those during general programming.

The study analyzed the four most-watched sitcoms among both general and African American audiences (based on Nielsen ratings from fall 1999). The top shows for the general population aired on NBC, while the top African American shows aired on WB and UPN. Researchers recorded instances of food and beverages being mentioned or shown on screen, along with demographic details of the characters (race/ethnicity, sex, age, and weight). Commercials were categorized by food type (e.g., candy, soda).

The programs and commercials were coded using a predefined sheet. Statistical analysis was performed to compare the two programming types. An independent coder reviewed a subset of the shows to ensure accuracy and consistency in data collection. There was a high degree of agreement between coders on various aspects of the content.

The results showed no significant difference in the number of food-related episodes between the two program types. However, African American-targeted programming contained a significantly higher number of food commercials per half-hour (4.8 vs. 2.9). Furthermore, these commercials were more likely to advertise candy and carbonated soft drinks. The demographic analysis revealed a higher percentage of overweight and young characters in African American shows.

While the study could not establish a direct causal link between televised food messages and obesity, it highlights potentially concerning trends. Numerous factors contribute to obesity, but television viewing has been identified as a potential contributor. Both the content and the sedentary nature of watching television may promote unhealthy behaviors. Viewers often mimic on-screen behaviors, including food consumption.

The higher prevalence of overweight characters in African American programming might reflect reality but could also normalize unhealthy weight. The abundance of young characters in these shows might explain the increased food advertising, given the susceptibility of younger viewers to advertising influences. If these trends persist, African American audiences might be disproportionately exposed to messages promoting unhealthy food choices. The study suggests that further research is needed to explore the long-term impact of these disparities in television content and advertising.