Shifting the blame frame: Agency and the parent–child relationship in an anti-obesity campaign

Abstract

Using thematic analysis of 97 Let’s Move! speeches that Michelle Obama delivered as part of her anti-obesity campaign in the United States, I examine how parent’s agency and children’s agency were framed in relation to each other. Drawing on framing theory, I find that parents and children were attributed different temporal dimensions of agency—or no agency at all—in each of Let’s Move!’s six parent–child frames.