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  • 1 Corvinus University of Budapest, Eötvös Lóránd University, Budapest, Hungary
  • | 2 Semmelweis University, Budapest, Hungary
  • | 3 University of Pécs, Pécs, Hungary
  • | 4 Pázmány Péter Catholic University, Budapest, Hungary
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Eating habits have become increasingly irrational in the last century; a variety of eating disorders have appeared. Obesity seems to be impossible to cure. Nowadays, the impact of media-marketing is the most powerful social influence on eating habits. Media has five main messages on eating and the body: 1. “Be thin!” 2. “Consume and eat!” 3. “Be afraid of food!” 4. “Food will disappear!” 5. “You are not feminine / masculine enough!” Most of these messages and directions are inconsistent with each other: e.g. “Buy and eat more, but remain thin!” The double-bind communication of media-marketing is pathogenic and schizoid. Food-related media messages are multi-layered and contradictory on many levels, so it would be more appropriate to talk about a multiple bind. The paper offers new communication strategies in order to manage the chaotic information on eating and to decrease the inconsistencies on the topic.

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