20.500.12556/RUL-186012 Ozempic in moralizacija hujšanja: sociološka analiza medijskega diskurza in komentarjev uporabnikov na TikToku magistrsko delo Ozempic and the moralization of weight loss: a sociological analysis of media discourse and user comments on tiktok Debelost se vse pogosteje obravnava kot kronična bolezen in ne zgolj kot posledica individualnih življenjskih izbir. Zdravila na osnovi semaglutida, kot je Ozempic, so pomembno vplivala na medicinsko prakso in javne razprave o hujšanju. Namen magistrske naloge je raziskati, kako je Ozempic predstavljen v klasičnih spletnih medijih in na platformi TikTok ter kako ti diskurzi oblikujejo razumevanje debelosti, farmakološkega zdravljenja in odgovornosti posameznika. Raziskava temelji na kvalitativni tematski analizi desetih spletnih medijskih člankov, objavljenih med letoma 2022 in 2025, ter 248 komentarjev uporabnikov pod desetimi videoposnetki na platformi TikTok. Teoretični okvir temelji na socioloških teorijah individualizacije, medikalizacije, biomedicalizacije, farmacevtizacije, potrošniške kulture, stigme in moralizacije. Ugotovitve kažejo, da klasični spletni mediji debelost večinoma predstavljajo kot kronično bolezen, Ozempic pa kot legitimno obliko zdravljenja, pri čemer poudarjajo pomen odgovornega predpisovanja zdravil, sprememb življenjskega sloga in pravičnega dostopa do zdravljenja. Komentarji na TikToku pa pogosteje temeljijo na osebnih izkušnjah, moralnih presojah in razpravah o upravičenosti uporabe zdravila ter odgovornosti posameznika. Raziskava ugotavlja, da medikalizacija debelosti moralizacije ne odpravlja, temveč jo preoblikuje. Če so bile moralne presoje nekoč usmerjene predvsem v telesno težo in domnevno pomanjkanje samodiscipline, se danes vse bolj nanašajo na legitimnost uporabe zdravil za hujšanje, upravičenost do zdravljenja in odgovornost posameznika pri skrbi za lastno zdravje. Obesity is increasingly understood as a chronic disease rather than merely a consequence of individual lifestyle choices. Semaglutide-based medications, such as Ozempic, have had a significant impact on both medical practice and public debates about weight loss. The aim of this master's thesis is to examine how Ozempic is represented in online news media and on the TikTok platform, and how these discourses shape understandings of obesity, pharmacological treatment, and individual responsibility. The research is based on a qualitative thematic analysis of ten online media articles published between 2022 and 2025 and 248 user comments posted under ten TikTok videos. The theoretical framework draws on sociological theories of individualization, medicalization, biomedicalization, pharmaceuticalization, consumer culture, stigma, and moralization. The findings show that online news media predominantly portray obesity as a chronic disease and present Ozempic as a legitimate form of treatment, while emphasizing responsible prescribing, lifestyle modification, and equitable access to treatment. In contrast, TikTok comments are more strongly characterized by personal experiences, moral judgments, and debates about the legitimacy of using the drug and individual responsibility. The study finds that the medicalization of obesity does not eliminate moralization but rather reshapes it. Whereas moral judgments were once primarily directed at body weight and perceived lack of self-discipline, they are now increasingly focused on the legitimacy of using weight-loss medications, eligibility for treatment, and individuals' responsibility for managing their own health. debelost Ozempic medikalizacija mediji stigma teže obesity Ozempic medicalization media weight stigma true true false N. Oblak Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-08-26 07:30:11 2026-08-26 07:30:23 2026-09-04 14:18:47 0000-00-00 00:00:00 2026 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (68 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 316.6(043.2) 205624 290086915 29649.pdf 29649.pdf 1 338AD623467863CB04A3CE3323C781BA 55c920acad17663d56a3b6df6f3dc5a187ca0211a301d6218f6b2b1fba811070 d51b94b6-a10e-11f1-9b0d-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=245053 Fakulteta za družbene vede 0 0 0