The curse of television: Evidence from nutritional outcomes in rural China

Nutrition transition has been extensively studied worldwide, yet the potential role of mass media in facilitating this transition remains underexplored, despite its significance as the primary medium for disseminating information in past decades. Using the panel data from the China Health and Nutrition Survey (CHNS) from 2004 to 2015, this study investigates the causal effect of TV exposure on nutritional outcomes in rural China and explores the underlying mechanisms. Three aspects of TV exposure are considered: viewing time, program exposure, and advertisement exposure. Our results indicate that TV exposure has a significantly positive effect on the probability of being overweight and obese, regardless of which measurement of TV exposure is considered. This effect is particularly pronounced among males, individuals with lower education levels, those of Han ethnicity, and those who live in high-income households or undeveloped regions. Regarding the underlying mechanisms, we do not observe a significant effect of TV exposure on dietary knowledge, dietary quality (measured by the Dietary Balance Index and Chinese Healthy Eating Index), and exercise time. However, there is a significant positive effect on the consumption of unhealthy foods (including snacks and sugar-sweetened beverages) and increased nutrient intake (including energy, carbohydrate, fat, and protein). Given the adverse health implications associated with TV exposure, it is crucial to consider both traditional broadcast media and emerging information technologies in the development of policies aimed at improving nutritional health from a public health perspective.