Given the global access to visual mass media, there are
compelling reasons for understanding the scope of, and
mechanisms for, its effects on health behaviours. Naturalistic
studies of media consumption are desirable but may be limited
in demonstrating measureable impact when there is relative
saturation of media exposure within a study population. Indeed,
there are few opportunities to examine media impact in
populations that vary in their media access. In Fiji’s indigenous
population, however, broadcast television only became available
in the mid-1990s and household ownership of television varies
substantially among communities. Previous research in Fiji has
supported the impact of mass media exposure on disordered
eating there. Narrative data also identified the potential influence
of indirect exposure to media, through social interaction with
television-exposed peers. The primary objective of this study
was to test hypotheses that both direct and indirect television
exposure would be associated with eating pathology in a
Fijian study population with comparatively short-term and
heterogeneous exposure to visual mass media.