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Journal of Health Psychology
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Defining and Defending ‘Unhealthy’ Practices

A Discourse Analysis of Chocolate ‘Addicts" Accounts

Rebecca Benford

University of Leeds, UK

Brendan Gough

University of Leeds, UK, b.gough{at}leeds.ac.uk

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.

Key Words: addiction • chocolate • discourse • health • morality

Journal of Health Psychology, Vol. 11, No. 3, 427-440 (2006)
DOI: 10.1177/1359105306063316
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