Contemporary ideals of health and nutrition conspire to render the consumption of chocolate and similar snacks problematic. Individuals who self-define as ‘chocoholics’ therefore present an ideal opportunity to investigate how ostensibly unhealthy acts are defined, defended and maintained within a health-conscious climate. This article reports on an interview-based study with five self-professed chocoholics. A Foucauldian form of discourse analysis was applied to the interview transcripts and four main discourses identified: chocolate as dirty and dangerous; chocolate as pleasure; self-surveillance; and addiction. The function of such discourses in terms of upholding the moral status of these individuals is discussed.
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