Understanding the Role of Policy Narratives and the Public Policy Arena: Obesity as a Lesson in Public Policy Development

AuthorElizabeth Kusko,Randy S. Clemons,Mark K. McBeth
DOIhttp://doi.org/10.1515/1948-4682.1220
Published date01 July 2012
Date01 July 2012
Volume 4, Issue 2 • 2012 • Article 3
Understanding the Role of Policy Narratives and the Public
Policy Arena: Obesity as a Lesson in Public Policy
Development
Randy S. Clemons, Mercyhurst University
Mark K. McBeth, Idaho State University
Elizabeth Kusko, Idaho State University
Clemons, Randy S.; McBeth, Mark K.; and Kusko, Elizabeth (2012) "Understanding the Role of
Policy Narratives and the Public Policy Arena: Obesity as a Lesson in Public Policy Development,"
World Medical & Health Policy: Vol. 4: Iss. 2, Article 3.
DOI: 10.1515/1948-4682.3
©2012 Policy Studies Organization
Understanding the Role of Policy Narratives
and the Public Policy Arena: Obesity as a
Lesson in Public Policy Development
Randy S. Clemons, Mercyhurst University
Mark K. McBeth, Idaho State University
Elizabeth Kusko, Idaho State University
Abstract
As witnessed by recent national policy battles over health care and climate change, the policy
environment in the United States (U.S.) is increasingly politically polarized. U.S. public policy is
progressively driven by divisive symbols and dominated by morality debates often articulated in
the form of emotional narratives. One such issue that has gained attention in the U.S., partially
due to efforts of First Lady Michelle Obama, is the increasing levels of obesity. Obesity policy
advocates warn that the U.S. is facing a crisis that impacts not only our health, but our national
competitiveness; not only our military preparedness, but our national security. Our goal is not to
get involved in the scientific debate over obesity and its costs to society but rather to explore the
role that policy narratives and causal attribution play in determining attitudes toward obesity and
obesity policy. We contend that an individual’s view of obesity is shaped by their view of individual
rights and responsibilities and of individual morality; and determined more by stories (especially
narratives that “fit” with those views) than by science. Our paper seeks to test whether science or
other factors primarily shape one’s view of government’s appropriate role relative to the obesity
issue and to examine which of two foundational moral narratives is more convincing in the obesity
policy realm. Using a sample of 172 respondents at two institutions of higher education in the
United States, we find that a “Strict Father Morality” narrative was more convincing than a science
statement in influencing an individual’s view of obesity. Respondents believed that obesity was a
serious problem, but they were deeply divided over government’s role in addressing the obesity
issue. Female respondents were the most supportive of governmental efforts to address obesity. We
explore the potential impact of our findings for public policy development and future research.
KEYWORDS: narrative policy framework, policy narratives, obesity, public policy, public health
Author Notes: The authors want to acknowledge Rachel Brown for her assistance in data collection
and Alethea Gaarden for her editorial assistance. In addition, thanks to the students in the 2010
doctoral Public Policy Seminar at Idaho State University.

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