{"title":"\"I Believe in Santa Claus\" and Ozempic: A Foucauldian Discourse Analysis of Holiday Health Advertising.","authors":"Phillip Joy, Meredith Bessey, Linda Mann","doi":"10.1177/10497323251350876","DOIUrl":null,"url":null,"abstract":"<p><p>This study examines the weight-related discourses in holiday advertising for Ozempic, a prescription drug originally developed for diabetes management but now widely marketed for weight loss. Sponsored Facebook advertisements for Ozempic were collected throughout December 2024, with 12 ads analyzed through Foucauldian discourse analysis. This analysis identifies three interrelated discursive constructs: (1) Santa Takes Ozempic, (2) Ozempic as the Perfect Holiday Gift, and (3) Medical Authority Meets Holiday Cheer. These advertisements use cultural symbols like Santa Claus and New Year's resolutions messaging to (re)produce dominant and contested discourses about fatness and weight loss, while constructing pharmaceutical intervention as both a necessity and a gift. The analysis highlights how these marketing strategies mobilize biopower, construct self-surveillance as normative, and contribute to the commodification of health, reinforcing weight stigma under the guise of holiday celebration.</p>","PeriodicalId":48437,"journal":{"name":"Qualitative Health Research","volume":" ","pages":"10497323251350876"},"PeriodicalIF":2.6000,"publicationDate":"2025-06-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Qualitative Health Research","FirstCategoryId":"3","ListUrlMain":"https://doi.org/10.1177/10497323251350876","RegionNum":2,"RegionCategory":"医学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"INFORMATION SCIENCE & LIBRARY SCIENCE","Score":null,"Total":0}
引用次数: 0
Abstract
This study examines the weight-related discourses in holiday advertising for Ozempic, a prescription drug originally developed for diabetes management but now widely marketed for weight loss. Sponsored Facebook advertisements for Ozempic were collected throughout December 2024, with 12 ads analyzed through Foucauldian discourse analysis. This analysis identifies three interrelated discursive constructs: (1) Santa Takes Ozempic, (2) Ozempic as the Perfect Holiday Gift, and (3) Medical Authority Meets Holiday Cheer. These advertisements use cultural symbols like Santa Claus and New Year's resolutions messaging to (re)produce dominant and contested discourses about fatness and weight loss, while constructing pharmaceutical intervention as both a necessity and a gift. The analysis highlights how these marketing strategies mobilize biopower, construct self-surveillance as normative, and contribute to the commodification of health, reinforcing weight stigma under the guise of holiday celebration.
期刊介绍：
QUALITATIVE HEALTH RESEARCH is an international, interdisciplinary, refereed journal for the enhancement of health care and to further the development and understanding of qualitative research methods in health care settings. We welcome manuscripts in the following areas: the description and analysis of the illness experience, health and health-seeking behaviors, the experiences of caregivers, the sociocultural organization of health care, health care policy, and related topics. We also seek critical reviews and commentaries addressing conceptual, theoretical, methodological, and ethical issues pertaining to qualitative enquiry.
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