Obesity: Mountain Dew Is Not To Blame

THE FOLLOWING IS AN ENCORE TIM MOORE BLOG:

I know that sugary, caffeinated soft drinks are not exactly “health food”, but I am amused and simultaneously dismayed by the efforts by some to demonize these beverages as the CAUSE of childhood obesity, tooth decay and over stimulated behavior.

Huh?

In a society where there is ever-growing abdication of responsibility by parents, it is easy to find an enemy. More and more, that enemy is the media---and commercials that supposedly “target” young people.

Soft drinks are joining so-called “junk food”, “fast food”—and other products that are claimed to be harmful to young people (and adults as well). This is rubbish-if only because the food itself is not inherently harmful or dangerous. It is merely the level of intake that causes ANY food product to potentially cause a problem.

For your amusement, I have embedded the very first commercial for Mountain Dew. Seeing the “X-Game” persona of young people living-on-the-edge image that current marketing depicts, the original ad was a tad more…well…down home! Check it out:



http://www.youtube.com/watch?v=4xd8fzk8Rlk

It is the job of the media to inform and entertain. That entertainment is funded by corporate America. Companies supporting the media with advertising are in the business of creating demand for their products. It is the nature of our system. Go ahead and shoot the messenger, but until behavior makes an about face, the problem will continue to exist.

Childhood obesity may have a genetic component, but more likely is the result of parental neglect. Moms and Dads who allow excessive TV viewing, computer usage or video game activity (and we use the word “activity” tongue-in-cheek here)—and further allow these pastimes to be combined with unrestricted snacking have only themselves to blame.
Not the media, not corporate America, not “social pressures”, not a “syndrome” to be given a label. Just plain ol’ Mom and Dad. In my house, it’s called “screen time”—and whether it is a Gameboy, Nintendo DS or TV, the amount of sedentary time tethered to the gadget must be regulated—and restricted

Of course, there are real issues of children with too much time on their hands while their parents are working. This may be the source—as the machines have assumed the role of electronic babysitter.

A soft drink or two won’t kill you. Neither will a Twinkie. Consuming a case of Dew and a box of Twinkies—and combining with chips, candy and unlimited inactivity---well, that’s another story!

Let’s take our kids back and show them the outdoors again! It is not the media’s issue-it is ours.

If you’d like my blog in your box weekdays, just let me know! Tim.moore@citcomm.com