Hvor svært kan det være? - En diskursanalyse af Madmagasinet Bitz & Frisk

Andreas Erboe Vestergaard, Ane Vierø, Christine Løvgren Spanggaard & Kathrine Hytten

Studenteropgave: Semesterprojekt


This paper aims at exploring how obesity is articulated in the TV show Madmagasinet Bitz & Frisk and in what way the show’s representations position the responsibility for health and obesity. The analysis will take its starting point in the implicit and embedded understandings of health that the TV show is conveying through its way of explaining obesity and through its suggested diet and guidelines for weight loss. This discourse analysis is based on a social constructivist understanding of health and will therefore not be concerned with the effectiveness of the show’s suggestions or whether it is communicating the “true” meaning of health. Rather the aim is to question and denaturalise common and widespread representations of health and in this way illustrate how the concept of health has no fixed meaning. The overall analysis of the TV show and of the wider social context in which it is situated is guided by the work of Norman Fairclough and his suggestions for a critical discourse analysis, while the more specific textual analysis mainly is conducted with the analytical tools as devised by Leif Becker Jensen. Through our analysis of the different ways the show articulates obesity, we can conclude that Madmagasinet Bitz & Frisk primarily conveys a biomedical and narrow understanding of health. This understanding assigns the cause and responsibility for obesity at the individual level and to a large extent disregards explanations based on wider social structures and constraints, thus functioning in accordance with more general tendencies towards individualisation.

UddannelserSundhedsfremme og Sundhedsstrategier, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato1 maj 2014


  • Madmagasinet Bitz & Frisk
  • Diskurs
  • Overvægt
  • Sundhed
  • Fairclough
  • DR
  • Socialkonstruktivisme