CRIANÇA E A TV NAS REFEIÇÕES: A PERCEPÇÃO DE CUIDADORES SOBRE O PROCESSO SAÚDE-DOENÇA E ALTERAÇÕES NOS PADRÕES DE ALIMENTAÇÃO DE CRIANÇAS DE ÁREAS RURAIS DO NORDESTE BRASILEIRO

Abstract

To understand relationships between eatingbehavior in children and exposure to food advertisementsbroadcast on television. Method: Qualitative study with 27children between 7 and 9 years old from a public schoolGaranhuns-PE / NE Brazil. Key informants were mothers,fathers and grandparents. Each child answered a individualquestionnaire, pre-tested and revised, drew and recordedconversation with the researcher. Family members told ofpractices and food preferences from semi-structuredquestionaire. Data analysis was based on socio-historicaltheory as proposed by Bakhtin. Approved by the RECFSP/USP. Results: The familiar menu with many variations,incorporates advertised- foods (on television) with apredominance of processed foods with low nutritional valuein the nutrients aspect. It can see the value of food as a toolfor social inclusion. The study corroborates data from theHousehold Budget Survey (POF 2008-2009) indicates thatthe nutritional transition in children as a contemporarychallenge for public policy.Index Terms ⎯ Consumer Society; Nutritional Transition;TV; Food Advertising.