¿Quién encarna la «epidemia» de la obesidad? Cambios en las representaciones visuales en los medios españoles durante dos décadas

Lara Martin-Vicario; Javier Bustos; Marta Gil-Ibanez

doi:10.20318/recs.2026.10177

¿Quién encarna la «epidemia» de la obesidad?

Cambios en las representaciones visuales en los medios españoles durante dos décadas

Autores/as

Lara Martín Vicario Universidad Internacional de Cataluña , Facultad de Ciencias de la Comunicación, Universitat Internacional de Catalunya, España
Javier Bustos Díaz Universidad de Málaga , Departamento de Comunicación Audiovisual y Publicidad, Universidad de Málaga, España
Marta Gil Ibáñez Universidad Abat Oliba CEU , Departamento de Empresa i Economia, Universidad Abat Oliva CEU, España

DOI:

https://doi.org/10.20318/recs.2026.10177

Palabras clave:

Obesidad, medios de comunicación, imágenes, representación, estigma

Resumen

Introducción: Este estudio analiza la cobertura mediática de la obesidad en la prensa española desde una perspectiva visual, examinando no solo cómo se enmarca la obesidad como epidemia, sino también cómo se representan los cuerpos asociados a esta problemática en dos periodos (2000–2005 y 2015–2020). Metodología: Se realizó un análisis de contenido de una muestra de 149 noticias publicadas en la prensa española en ambos periodos. El estudio codificó las características de las personas representadas en las imágenes, considerando género, edad, tipo de cuerpo y actividades asociadas. Resultados: Los hallazgos indican que, mientras que en el primer periodo existe una representación equilibrada de hombres y mujeres, en el segundo aumenta la presencia de hombres, especialmente adultos. Existen algunos avances en diversidad visual, aunque la imaginería sigue siendo estigmatizante, particularmente debido a la persistencia del tropo del «gordo descabezado». Asimismo, emerge un patrón paradójico: las actividades vinculadas a estereotipos negativos sobre la gordura se representan con mayor frecuencia mediante cuerpos de peso considerado normal. Conclusiones: La cobertura visual no solo cumple una función ilustrativa, sino que actúa como un dispositivo normativo que reproduce estereotipos y refuerza discursos estigmatizantes sobre el cuerpo, la salud y la responsabilidad individual.

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Biografía del autor/a

Lara Martín Vicario, Universidad Internacional de Cataluña, Facultad de Ciencias de la Comunicación, Universitat Internacional de Catalunya, España

Lara Martin-Vicario holds a PhD in Communication Sciences cum Laude from the Universitat Pompeu Fabra (UPF, 2024), Bachelor in Advertising and Public Relations (UPF, 2017); postgraduate in Digital Marketing (ESIC, 2017) and Master in Social Communication (UPF, 2019). She is a collaborating researcher at the CAS research group (UPF), MEDIUM research group (UPF), and AINA research group (UIC). Her publications focus on obesity communication and its intersection with new media, which have been published in high impact journals. For over five years she has combined teaching and researching with experience in the health and wellness industry. She is currently a Collaborating Professor in the Department of Communication Sciences at the Universitat Internacional de Catalunya (UIC).
Javier Bustos Díaz, Universidad de Málaga, Departamento de Comunicación Audiovisual y Publicidad, Universidad de Málaga, España

Javier Bustos Díaz holds a Doctor in Communication (2017), Master’s Degree in Journalism Research (2013) and Bachelor’s Degree in Journalism (2012) from the University of Malaga. He has a Six-Year Research Term (CNEAI-ANECA 2021). During his academic career, he has accumulated more than fifty publications, including articles in the Journal Citations Reports and the Scimago Journal & Country Rank, and book chapters in publishing houses such as Tirant lo Blanch, McGraw-Hill, Gedisa, Tecnos and Pirámide, among others. He has participated in several research groups, notably the national group ‘New consumption patterns versus old stereotypes: Analysis of the reception by Spanish youth of their current television representatives’, an R&D&I project (RETOS Call 2017). In addition, in 2019 he received the Drago Latina Research Award.
Marta Gil Ibáñez, Universidad Abat Oliba CEU, Departamento de Empresa i Economia, Universidad Abat Oliva CEU, España

Marta Gil-Ibanez holds a degree in Business Administration and Management (2012) and a PhD Cum Laude in Economics (2017) from the University of Valencia. She specializes in purpose-driven project management (ESADE, 2018) and digital disruption processes (IMD, 2020). Her research focuses on marketing and digital communication, as well as the purpose of organisations, both locally and internationally. She has published, individually or as a co-author, more than 20 scientific articles, books and book chapters, and has participated in more than 40 congresses and conferences. She is currently Director of Studies and professor of the Bachelor’s Degree in Business Management at CEU Abat Oliba University. In 2014, she won the V Manuel Castillo Award for her research on the marketing of fair trade products and services in China.

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¿Quién encarna la «epidemia» de la obesidad?

Cambios en las representaciones visuales en los medios españoles durante dos décadas

Autores/as

DOI:

Palabras clave:

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Referencias

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