Obesity as a Social Problem: Social Connection Model and Company Frames

The social connection model defines the responsibility of a corporation beyond the economic, social and environmental responsibilities as a broader area of responsibility and as a dimension that leads to discussions of corporate citizenship. According to this model, in case of a problem, all actors involved in the relevant product, application or activity should take responsibility. The aim of this study, is to determine how companies that produce fast food, snacks and soda drinks define their frames and responsibilities in regard to the problem of obesity in accordance with the social connection model. To identify the corporate frames on the issue of obesity, information provided in the corporate social responsibility/sustainability reports and corporate websites is analyzed. Qualitative content analysis is applied to the reports and website texts of eight corporations selected among the leading producers of snacks, fast food, and beverages. Texts and coded using MaxQDA 12. We concluded that corporations take responsibility predominantly in their communication activities rather than in their products. They frame the responsibility on the issue of obesity as an individual responsibility. The solution to the problem of obesity is framed as “the rational and educated nutrition and life choices of consumers”. Corporations’ definition of responsibility and solution is shaped by their definition of the problem. Corporations do not define obesity as a social problem. Thus they deny that the ingredients of their products and the snacking culture that they promote have any part to play in the increase in cases of obesity. Consequently, they focus on reforms in advertisement and endorsement of an active lifestyle as the ultimate solution.