Shame, Stigma, and Sponsorship: Links Between Personal Bloggers and Weight-Loss Products

Abstract

Americans have long considered fat problematic, and overweight individuals now endure a similar level of discrimination as other stigmatized groups (Latner et al. 2008). Weight-loss blogs serve as public forums in which bloggers demonstrate an understanding of the stigma against fat and detail dieting efforts. These blogs are also a space for dieters to trade information such as diet plans or products. This study conducted a link analysis to learn which consumer products were favored by weight-loss products. Results determined the bloggers avoided linking to food or diet products and instead favored exercise plans or training equipment.

KEYWORDS:

• Stigma
• obesity
• link analysis