title: The weight of communication: The Canadian Medical Association Journal's discourse on obesity.
abstract: In this exploratory analysis, I use a Burkean dramatist approach to investigate the relatively under-examined dynamics of how medical knowledge on obesity has changed outside of the American context. I examine how, over the past forty years, Canadian medical professionals have used the Canadian Medical Association Journal to generate a field of knowledge which organizes the ways in which obesity can be described, studied and treated. I argue that since the 1970s medical professionals have been increasingly interested in the relationship between obesity and a broadly defined social environment, and that this merger is rhetorically realized in the concept of the "obesogenic environment." I suggest that the process of engaging obesity has generated rhetoric that has often been resonant with the political ideologies expressed in health policy, but that can also create opportunities for the expression of alternative social goals.
authors.affiliation: University of New Brunswick, Canada.
authors.forename: A E
authors.initials: AE
authors.lastname: Wisniewski
keywords: health communication; metaphors; rhetoric of science and technology; science attitudes and perceptions; science communication; social representations