I may be a late arrival but last night I watched the documentary Super Size Me by New York filmmaker Morgan Spurlock. The film, as I’m sure you all know, follows Spurlock’s journey from lithe NY urbanite to fast-food junkie, as he consumes noting but McDonalds morning, noon, and indeed night, for a whole month.
Rather like singer-songwriter Tim Buckley, who after a heroin-soaked few years got cleaned up before dying after a relapse, Spurlock enters his binge from a position of purity. In excellent health and living with the charming Alex, a vegan chef, Spurlock converts overnight to a burger-munching layabout – carefully limiting his level of exercise with a pedometer.
The results are both astonishing and unsettling, in only 21 days the effects of his ultra-high sugar and fat diet begin to seriously worry his team of doctors (assembled to monitor any effects on his health), and his General Practitioner requests that if he suffers any chest pains, he is to get himself admitted to an ER immediately. Statistical data collated prior to the experiment, and then periodically throughout, conveys a horrifying deterioration in Spurlock’s health. His cholesterol and blood sugar levels have become dangerously high and again the physicians are concerned, this time about possible long-term damage to his liver.
As an occasional procurer of the odd Big Mac, this was truly frightening. I probably visit McDonald’s around once a month (maybe not even that), so I am unlikely to be suffering any damage, but it has made me question allowing myself even this infrequent ‘sandwich’.
The natural question that the film poses it what we should do about the damage fast food is doing to the general health of society. Well as a libertarian I naturally rebuff any statist intervention beyond moderate health education, however we can ensure that our educational institutions are providing our sprogs with a nutritious diet. And we can also ensure that companies provide consumers (see parents) with clear and concise information about their products. After all every good capitalist understands that an informed consumer is vital to a successful market.
The film outlines the reality of the fast food industry, they profit from you gorging out on their cheap fodder. The high-salt content of their food ensures you consume large quantities of their soft drinks, which again loaded with sugar, offer serious profit margins compared to their sandwiches. As humans we tend to like what is bad for us; our brain triggers comfort when we consume sugar and fat (which is linked to our need for ample sustenance in pre-industrial society), and in this era of abundance and prosperity we can gorge ourselves into delirium for an inconsiderable sum.
But should we chastise companies that operate like any other in providing shareholders with returns on their investment. Well yes, we should condemn the million-dollar lobbying that ensures consumers are not protected by law or nutritional disclosure. We should condemn the deliberate targeting of impressionable minors, who are unable to make informed decisions on their diet. Products like the Happy Meal in particular charm children with toys, how can a healthy alternative possibly compare with a toy? I suppose the healthier restaurants should provide a plastic toy themselves – of course it will not be the latest Disney promotional character.
The power, as I always argue, is with the consumer. Spurlock has produced an excellent and informative documentary that highlights the insidious side to the Golden Arches. As consumers and parents we should take responsibility for what we, and our children, put in our body. Government should make certain we are informed; by ensuring consumers provide nutritional data, legible to everyone. But beyond that we should be accountable for our own consumption – I don’t advocate a Nanny State approach.
Kudos to Spurlock and Channel Four for producing and showing the film, and a huge raspberry to McDonalds for being such a nasty little enterprise.