Özet:

Obesity epidemic among children in Jordan recently has increased, over the last two years; Jordan has one of the highest percentages in child-obesity amongst Middle Eastern countries. Based on Jordan Times reported, “Around 40 per cent of Jordanian adults are obese, while child obesity in the Jordan stands at more than 50 per cent, due to genetics, environmental factors and lifestyle changes, said endocrinologist Abdelkarim Khawaldeh” Goussous, 2016 . Taking into consideration, that there is a need to check the extent of this issue on childrens’ behaviour, in relation to consuming junk food, started to become compulsory. The purpose of this research was to explore the daily lifestyle of a sample group of children from Amman, Jordan. The aim being to observe the influence imparted by viewing cartoons with embedded junk food advertisements on those children. The target group of children consisted of ages 6 to 10 years, sampling them during a relaxing week of summer holidays for the period 8 – 13 June 2017. The study employed ethnographic qualitative research as a method for collecting data. Results clarified and explained the different aspects of the main problem. The indications were that there is a serious behavioural and social predicament whereby children’s’ eating habits changed dramatically, resulting in very unhealthy eating habits. The conclusion of this study revealed the urgent necessity to create media literacy, to raise awareness among the population, not least in Jordan, for the need to understand the risks associated with processed food, on children’s health. Keywords: Consuming Behaviours, Junk Food, Child Obesity, Cartoon Channels.

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