Talking about sunbed tanning: Social representations and identity-work

Social Science & Medicine
Jennifer TaylorAlexandra Lamont

Abstract

Despite the publicised health risks associated with its usage, sunbed tanning remains popular in many Western countries. Previous research indicates that knowledge of the harmful effects does not necessarily lead to a reduction in sunbed use. The aim of this study was to develop a more extensive social psychological understanding of sunbed use, in the United Kingdom, by exploring the social representations of sunbed tanning held by both those who use and who have never used sunbeds. Semi-structured interviews were conducted with 15 sunbed users and 10 who had never used a sunbed. A thematic analysis identified two dimensions in the social representations of both the users and non-users; these were concerned with a) health and b) beauty. However, whereas non-users emphasised the health risks, users downplayed and minimised them, instead emphasising the health benefits. Similarly, whereas non-users emphasised the negative aspects of excessive concern with beauty, sunbed users challenged and distanced themselves from this negativity. Sunbed users were engaged in a form of identity-work to protect themselves from the wider negativity and disapproval of which they were aware. Theoretically, social representations theory has provided...Continue Reading

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