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A qualitative discourse analysis of safe sun exposure and vitamin D in Australian print media

men, with 31.1% of male participants displaying public body consciousness. Australian men appear to place greater importance on a tanned appearance than previous generations and other cultures, with a recent study reporting that males desire tanned skin to the same extent as females. In Australia, tanned skin is a key element of appearance norms entrenched in the beach culture. The degree of public body consciousness may increase vulnerability to these norms, as high levels of public body consciousness have previously been shown to be associated with engagement in risky behaviours intended to increase perceived attractiveness. Temporal discounting may render current sun safety messages targeting risk of future skin cancer futile. Campaigns that have a greater focus on detriments to physical appearance, such as photoageing, may have greater influence on those who engage in intentional tanning. Positive appearance-focussed messages relating to sun safety should also be promoted, in an attempt to influence social norms around untanned skin, attractiveness of sun-protective clothing and prevention of ageing with sunscreen. Reinforcement of these norms through collaboration with the media and fashion and sporting industries to shift perceptions of beauty and image away from the tanned ideal is suggested.