THE INFLUENCE OF MEDIA ON CHILD FEEDING IN THE CONTEXT OF CURRENT NUTRITIONAL TRANSITION IN BRAZIL

Abstract

The aim of this study was to discuss there lationship between theinfluence of the media on the formation of children seating habits and to relate its impact on the exponential growth of obesity and the chronic disease profile in the population. We used a descriptive literature review and qualitative approach in the classical literature and articles published in the health area in the last 10 years, available in scientific databases. Currently 12.9% of children are obese in Brazil with a very high risk of being obese adults subject to developed chronic diseases. The media has been actively involved in the formation of eating habits in childhood, which has consequences in adulthood and directly impacts the development of chronic diseases. The child population is the most fragile to the appeals of advertising, and food companies use strategic resources for specific marketing, such as colorful packaging, characters, surprise gifts, etc. thus influencing the choice and consumption of these products by children. In addition, this public has been increasingly exposed to the consumption of this type of food, which represents an important nutritional impact. Offering ready or fast food and long shelf life, often with healthy appeals, is increasingly the first choice in homes. Given this context, the strengthening of actions by health professionals caregivers and direct trainers of eating habits and government action through the implementation of public health actions are the main key to improving children's eating habits. The family, as a trainer of the child's eating habits, must be able to offer adequate nutritional education. In addition, greater rigor in the advertising of food advertisements in the various media should be tightly regulated.