Examining body frames using sociological ones

              When friends or family members critique a loved one for being overweight, they often attempt to soften the blow by admitting they are “looking out for [that person’s] health,” or that “they only want what’s best for [them].” In most cases, these commentators are likely to be telling the truth in that sense—they really are trying to be helpful. The problem, however, is that while good health is almost universally considered ideal, putting too much emphasis on a person’s weight can actually be more damaging psychologically than beneficial from a physiological standpoint.

              This belief, while not necessarily a primary focus in Kwan’s article, is integral for understanding the difference between the medical and social justice frames she describes (the third frame, market choice, is also important, and will therefore be analyzed later in this post). Whereas the medical frame operates like the aforementioned family members/friends in supporting the well-being of the physical body (i.e. in order to prevent increased risk of heart disease, diabetes, etc.), the social justice frame taken by NAAFA activists shares the belief mentioned at the end of the first paragraph. In other words, on top of physiological attributes, it “also emphasize[s] psychological well-being” (39).

             

              In the above video, we see the way in which these two frames operate in action. The viewer, who sends an offensive message, seems to be acting in accordance with the medical frame, and most specifically, the belief that “obesity is a major public health problem” (34). It is important to this particular viewer that newscasters, as role models for their given communities, make “choices” that are in line with social ideals. This leads to moral judgment, just as Kwan describes, in the form of his/her email. From the newscaster’s perspective, which is more in line with that of the NAAFA or the Health at Any Size movement, she is “much more than a number on a scale.” In my view, the reporter in this video, similarly to the obese photographer who had lap-band surgery after looking at self-portraits, supports the social justice frame’s critique that medical research must include psychological effects of weight and obesity in order to accurately define what it means to be "healthy." 

              By comparison, however, I think that the criticisms leveled against the medical frame by advocates of the market choice frame fall short of extinguishing any of their main points. To quickly summarize, the market choice frame argues individual choice takes precedent over promoting healthy bodily ideals. Unfortunately, aside from relying on political rhetoric as a logical foundation, champions of the market choice frame use what Kwan considers "underlying motivations" to be one of their key justifications in bringing down their opponents. What Kwan also mentions early on, though, is that market choice frame supporters often have underlying motivations of their own: for example, economics and the desire to promote consumerism. Thus, if incentive is the key factor in identifying whether or not a sociological theory can be accepted, both the market choice and the medical frame fail the test.