The Whole Hog: Fast Food Films

people to sue food companies for making them obese; • In 2005, Jamie Oliver tried to overhaul school dinners in the UK documentary TV series Jamie’s School Dinners.

By Andrea Hayes Subject/Story

Concerned about the increasing rate of obesity in America and a lawsuit in Super Size Me, directed by Morgan 9. Can be divided into thirteen which two teenagers unsuccessfully tried Spurlock, rated PG, 100 mins, 2004.Suits: sequences for easier analysis to sue McDonalds for making them fat, middle to senior secondary students. (see Sequence Chart). Morgan Spurlock embarks on a thirty- 10. Had a significant ‘real day McDonalds-only diet experiment. He 10 reasons to teach world’ impact on the sets himself four rules: Super Size Me issues it covered (see below, ‘Flash 1. He can only eat things on sale at Super Size Me is an excellent way to Forward’). McDonalds. explore the documentary form because it: 2. He must Super Size his meal if asked. Flash Forward 3. He has to eat everything on the 1. Deals with subject matter familiar McDonalds menu at least once. to all. • During the 4. He has to eat three meals a day. 2. Is fast paced, fun and informative (and film’s cinema demonstrates why documentaries are release, the Further, he decides to restrict himself to increasing in popularity). Australian the ‘average’ amount of exercise, typical 3. Discusses issues relevant to students, McDonalds’ of the American population. such as the dangers of unhealthy CEO, Guy diets and marketing that targets Russo, Spurlock, who has good genes, doesn’t young people. appeared in a smoke, do drugs or drink alcohol, is 4. Uses a personal experiment to commercial declared at the start of the experiment to address many health-related issues deriding be in ‘perfect’ health by two specialists, a besides eating McDonalds. Spurlock’s general practitioner and a nutritionist. 5. Is primarily told from one point of view findings. but includes interviews with a myriad • Following the Super Size Me tracks his initial medical of experts. film’s release, examination and the ‘McDonalds-only 6. Mixes statistics, animation, graphics, pieces of fruit experiment’ and all its effects. During fly-on-the-wall footage and interviews were introduced the thirty days Spurlock also explores ISS U E 44 SCREEN ED C A ISS U E 44 SCREEN ED C A with experts and people on the street to McDonalds’ menu, a number of related issues including: with Spurlock’s ‘video diary’ of his while in America the the fast food companies’ targeting of experiment. Super Size option was children, increasing obesity rates and the 7. Contains graphic images that will both dropped. medical ramifications, school lunches, top left: director TION TION shock and fascinate. • In March 2004, the and the lobbying power of large food 8. Is highly topical given the rise of American Congress companies. Along the way he interviews Left: picture description obesity in Australia and other Western passed the ‘Cheeseburger middle: Picture Description a host of characters and presents a 14 countries. Bill’, making it illegal for right Picture Description barrage of statistics. By the end of his 15

Alister Grierson; The Whole Hog: Fast Food Films

‘little extreme’ experiment, he has gained 11.25kg, his cholesterol has risen by sixty-five points, he has doubled his risk of heart disease, and he has a fatty liver described as ‘pate’ by the GP.

Issues

• Where does personal responsibility stop and corporate responsibility begin? • The damaging medical, political and social effects of obesity on individuals and nations. • The effects, availability and nutritional value of food served in schools. ‘McDonalds call Spurlock’s narration is reinforced by • There is a funny and informative • The influence of marketing on children. images that are a mixture of interviews, animated sequence about chicken • The political influence and lobbying people who eat video diary, fly-on-the-wall footage and nuggets. power of large food companies. graphics. • Music complements the images (eg., McDonalds once ‘Fat Bottomed Girls’ by Queen is Setting • Maps and graphics identify the fattest played over images of fat Amaricans), a week, “Heavy cities and states in the US. or is used to counterpoint them (eg. The film uses a variety of McDonalds • Statistics tell the audience that ‘two- the ‘Blue Danube Waltz’ is played venues in New York and locations at Users” (72%), thirds of American adults are either over footage of surgeons performing a cities in the ‘fattest states’. Participants overweight or obese and almost 40% gastric bypass). There are many interesting people in and people who of teenagers have too much fat in their • ‘Super Size Me’, the song, was co- this documentary, but writer–director bodies’. written by Spurlock and mocks the Morgan Spurlock is the star. He has a fun eat there 3, 4 and • Interviews with health officials, jargon associated with fast food. sense of humour, speaks naturally and doctors and school administrators • Footage of Ronald McDonald rocking honestly, and plays the part of human 5 times a week, reveal alarming trends and also with children to the tune of Curtis guinea pig well. He makes jokes and function as a dynamic counterpoint to Mayfield’s ‘Pusherman’ reinforces asides all the time to the camera and “Super Heavy the rapid deterioration in Spurlock’s the way McDonalds marketing his interview subjects. Spurlock takes physical condition. targets children. his experiment very seriously and you Users” (22%).’ • Jump cuts help speed up interviews • Frequent shots of big bottoms and admire his bravery at sticking with it even and maintain the documentary’s fast large McDonalds workers reinforce the when he is obviously suffering. He is not pace. message that obesity as aggressive as Michael Moore but is is at epidemic rates in just as effective in giving a personal face the US. to a nation’s problem. • Still photographs used in a ‘who do you Style know?’ competition for children illustrate Spurlock’s style is fresh, personal, the effectiveness of honest and fun. His documentary is McDonalds’ marketing: event-driven in that it centers on a they are more familiar thirty-day experiment conducted Ronald McDonald by Spurlock himself. This works as than Jesus. a linking device between sequences • Shots of vomiting and and allows Spurlock to explore larger, a close-up of a black hair related issues using a variety of docu- found in McDonalds mentary conventions to get his yoghurt evoke strong ISS U E 44 SCREEN ED C A ISS U E 42 SCREEN ED C A message across. responses from the audience and provide Visuals memorable images. • Fly-on-the-wall TION TION Super Size Me uses a lot of post- footage of a school production visual effects (VFX) and Left: picture description kitchen shows the vast slick editing to communicate its many Right: Picture Description amounts of processed 16 statistics and maintain a fast pace. foods used in schools. 17 The Whole Hog: Fast Food Films

• Internal body footage of a gastric 10 Key Quotes Sequence chart by-pass operation emphasizes the obesity problem in America. 1. ‘Where does personal responsibility No sequence: Vision – participants/action sound • Documents back up the film’s stop and corporate responsibility messages, eg. transcripts from a court begin?’ – Morgan Spurlock ‘Where does 1 introduction case. 2. ‘The plaintiffs have failed to show that - quote from Ray Kroc, McDonalds’ founder - children singing junk food jingle • Repeated shots of the McDonalds consumption of McDonalds’ personal - shots of big bottoms - narration arches makes them seem ubiquitous. food caused their injuries.’ – - obesity trends map • Unanswered phone calls to Lawsuit transcript responsibility stop - changing graphics of teenage girls McDonalds demonstrate the 3. ‘In March 2004 Congress passed - court transcript circled company’s refusal to acknowledge the ‘Cheeseburger Bill’ which would and corporate - shots of McDonalds venues Spurlock’s concerns. make it illegal for people to sue food responsibility - Spurlock takes challenge • Titles announce different chapters of companies for making them obese.’ the documentary. 4. ‘Don Gorske has eaten 19,852 Big begin?’ 2 medical check up • Low-angle close-ups with a hand- Macs. Cholesterol 140. He seldom - cardiologist, gastroenterologist and general - ‘Fat Bottomed Girls’ by Queen held camera make the film feel eats fries.’ – Morgan Spurlock - practitioner examine Spurlock personal and immediate (eg. in the car 5. ‘You should never eat fast food.’ – - nutritionist and Spurlock consult - results from checkups with Spurlock). Nutritionist • Video diary of Spurlock describing 6. ‘You can’t argue that people should 3 The Last Supper how he feels gives a personal feel and exercise personal responsibility and - Spurlock’s vegan chef girlfriend cooks meal - interview works as a continuity device that links then not give them the information on - Spurlock and girlfriend eat meal - fly-on-wall conversation all the sequences together in the film. which to base it.’ – John Banzahf • Quick, sharp editing of the many 7. ‘By offering junk foods in the lunch 4 day 1 images, graphics and interviews gives line are we setting kids up to make - Spurlock eats at McDonalds, - Talks to camera film its fast pace. bad choices?’ – Morgan Spurlock - cites rules (titles) - narration 8. ‘The world’s not gonna change, you - interviews with people on street - interviews have to change.’ – Jared Fogel, - John Banzhrat interview in office Subway spokesman - shots of kids in McDonalds play areas, 9. ‘No one eats McDonalds food three - clown, toys, cartoon times a day and no one should. We - Samuel Hersh, David Satcher interviews believe, and have always believed, - Lisa Young demonstrates cup sizes that McDonalds can be eaten as part of a well-balanced diet. We’ve been 5 days 2 & 3 taking the issue of obesity seriously - Spurlock eats in car and vomits - narration for a few years now.’ – Guy Russo, - Reason magazine cover - camera man’s comments CEO McDonalds Australia - Reason magazine editor interview - ‘Rock and roll McDonalds’ 10. ‘McDonalds call people who eat - law Professor’s story about lolly cigarettes McDonalds once a week, “Heavy - Spurlock plays with kids in McDonalds Users” (72%), and people who - play area eat there 3, 4 and 5 times a week, “Super Heavy Users” (22%).’ 6 The impact - graphics of obesity impact - narration - Medical expert speaks about diabetes - talks to camera - Caitlin is covered by images from mag - Jared Fogle at conference - John Baskin interview and stills ISS U E 42 SCREEN

7 days 5- 10 - nutritionist advises about calories - narration - hair in food at McDonalds - talks to camera - first weigh-in ISS U E 44 SCREEN ED C A - interviews with people on the street - McNuggets cartoon - Spurlock travels to different McDonalds - Don Gorske interview

- first-grade students look at famous portraits TION - cartoons about media advertising costs - Spurlock looks for Nutrition Facts sheets 18 - first blood test and second weigh-in 19 The Whole Hog: Fast Food Films

No sequence: Vision – participants/action sound Ten Suggested Activities

8 it’s for kids 1. Web research - Naperville school lunches - fly-on-the-wall conversations - interview Barbara Brown – Sodexho - narration Ask students to: - Spurlock and cook check out food boxes - interview a) check out McDonalds’ Australian - at Park Middle school website (www.mcdonalds.com. - Appleton High School Dean interview au) and list the number of outlets in Australian capital cities; 9 days 13–20 b) represent on a map the three closest - Fat cities map - tape of phone call McDonalds to your school; - GMA interview - narration c) identify the five items on the - PE teachers interview in gyms with kids - interviews McDonalds menu that are lowest in - girlfriend discusses sex life fat and sugar; - third weigh-in d) download a menu and estimate what - GP check up, results sheet a Spurlock thirty-day experiment would cost in money and calories. 10 addiction - medical expert interview -‘Pusherman’ song 2. Food Log - nine-frame screen split - narration a) Ask students to keep a Food Log of - graphics: ‘heavy users’ and - phone calls what they eat for one or two weeks, - ‘super heavy users’ - interviews noting: cost, types of junk food, fat - 2002 French ad - ‘Blue Danube Waltz’ and sugar levels (these are listed on - girls call 100 nutritionists most packeted food, try http://www. - surgeons discuss obesity surgery nutrition.com.sg/he/hefdchc.asp for a - gastric bypass operation chart for other food). b) Discuss students’ Food Logs in class. 11 days 21 – 30 c) Compare Food Logs with the - Spurlock feels sick - talks to camera recommended ‘two fruits and five - GP check-up - narration serves of vegetables daily’ suggested - interview with GMA’s Gene Gabowski - Lisa Howard phone call by the Healthy Living Foundation. - family trying to remember oath in front - girlfriend talks to camera Does anyone’s log meet this 6. Sequence Chart Spurlock’s film is irrelevant.’ 10. DIY junk food documentary - of the White House - ‘Fat’ by The Violent Femmes standard? Construct a Sequence Chart with b) ‘Where does personal responsibility Ask students (in small groups) to do - phone calls to Lisa Howard - fly-on-the-wall conversations headings and ask students to complete it stop and corporate responsibility the pre-production for a 3–5 minute - Spurlock struggles up stairs 3. Advertising analysis while they watch the film. begin?’ documentary about junk food. - shot of ‘Morgan’s detox diet’ with girlfriend Tape a McDonalds TV ad (or use a c) ‘Junk food companies should not They will need to: - Last McSupper party at McDonalds poster) and analyse it by asking students 7. Sequence Analysis be permitted to sponsor children’s to: Analyse the following sequences sporting groups.’ • Construct a sequence chart that 12 Results a) construct a detailed Sequence Chart separately by: d) Any of the Ten Key Quotes. includes song titles. - final weigh-in and blood tests - talks to camera of the ad; a) identifying Spurlock’s message(s); e) ‘Why is Super Size Me a clever title?’ • Use at least two different conventions, - call to Lisa Howard - narration b) identify its target audience; b) identifying the techniques, f) ‘Super Size Me is a clever piece of eg. interviews, narration etc. - transcript of lawsuit outcome - interviews c) discuss what makes the ad appealing conventions and style he uses; reverse-marketing.’ • Submit a narration/voice-over script - graphic/photo of Spurlock and results (colour, sound, composition, text, c) explaining how he uses these to if used. - doctors comment on liver function graphics, people etc.). convey his message to the audience. 9. Essay topics • Provide an example of graphics. - shots of McDonalds sponsoring sports events 600–800 words. Make sure students • Submit a complete list of credits. - ‘Premium salads’ poster 4. School canteen report Sequences include discussion of the documentary - 30lbs of sugar on table Write a report that evaluates the food • Days 5–10 conventions, techniques and styles used Stage a mini film festival if students - shots of ambulance, cemetery offered at your school canteen under the • It’s for kids in film. are able to actually produce their - graphic of tombstone following subheadings: available foods; • Addiction documentaries. nutritional value; suggested foods; how (You may need to conduct a class a) ‘It’s not the food but the marketing 13 epilogue to educate the students about healthier discussion/brainstorm using the board to that makes McDonalds so popular.’ How Andrea Hayes is an experienced ISS U E 44 SCREEN ED C A ISS U E 44 SCREEN ED C A - shots of John Banzahf, Don Gorske, - ‘Super Size me’ song eating habits (500 words). ensure all students are on the right track does Super Size Meexplore this idea? teacher, author, film text presenter and - Bruce Howlett, Gene Grabowski with - narration before they write it up as a Sequence b) How does Morgan Spurlock’s ‘little education consultant for Video Education - updates in titles 5. Documentary genre and Analysis). extreme’ experiment enable him to Australia. She is also the producer of the - ‘Cheeseburger bill’ conventions discuss more serious issues? documentary Bike Affairs (2004), and the TION TION - statistics from experiment As a class, define and discuss the 8. Small group or class discussion/ c) ‘Although Super Size Me is an event- Skinny film kit (2005), a teacher resource - McDonalds announcements documentary conventions used in the debate topics driven documentary, it is Morgan that introduces film process, techniques - Spurlock’s hand over Ronald film (shown in bold in the Visuals section a) ‘Nobody would eat only McDonalds Spurlock himself who makes the film and analysis to Junior–middle secondary 20 - McDonald’s mouth of this article). three times a day for thirty days, so entertaining.’ Discuss. students. 21