According to the World Health Organization (WHO), a minimum of 150 minutes of moderate-to-vigorous activity is recommended per week. Many, nearly 1/4 adults worldwide and 4/5 adolescents, fail to reach this standard. Physical inactivity also tends to lead to sedentary behavior, or sitting too much, and physical inactivity and sedentary behavior are NOT the same. You can theoretically reach WHO guidelines while still leading a sedentary lifestyle, such as chronic TV-watching, video game consumption, working desk jobs, etc. Both increase mortality for 5 of the major non-communicable diseases.
AVGs have been studied to see if they garner enough metabolic equivalents (METs) or heart rate (HR) to meet the aforementioned standards. For the most part, the research is mixed, but much of it support AVGs — especially since it replaces sedentary video game consumption at a minimum.
Fast forward.
Pokemon Go is an augmented-reality game; although it is an AVG, it is unique of its own. Researchers, including myself, are testing various aspects of Pokemon Go and the implications of physical activity. As of now, I have high hopes for Pokemon Go.
But the advertising is a variable I have never considered. Niantic has boasted about the positive effects of Pokemon Go, but what is unique to Pokemon Go (as opposed to Wii Sports Boxing for example) is the advertising of unhealthy places such as Mcdonalds. In Japan, Mcdonalds was a sponsor even before launch.
I believe Niantic does not have the right to play both worlds. Advertising is a strong tool; it absolutely contributes to their generous marketplace prices, but to advocate physical activity and healthy lifestyles while simultaneously allowing one of the unhealthiest fast food venues as a sponsor lies a certain paradox.
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