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"Just" Desserts: An Interpretive Analysis Of Sports Nutrition Marketing, Joylin Namie, Russell Warne

Russell T Warne

Straddling the boundary between “junk” and not, sports nutrition is unique among processed foods. Between-meal snacks full of refined carbohydrates, sugar, sodium and even caffeine, qualities that render foods “bad” and off limits in other contexts, these products are consumed during the “work” of organized leisure, and increasingly as part of everyday life by non-athletes. Masquerading as healthy food, with ingredients, flavours and consumption patterns suggestive of children’s candy and adult desserts (Douglas, M. (1972). Deciphering a meal. Daedalus, 101(1), 61–81; James, A. (1998). Confections, concoctions, and conceptions. In H. Jenkins (Ed.), The children’s culture reader (pp. 394–405). New York: …