Configuring users of cholesterol lowering foods: A review of biomedical discourse

This paper explores how users of foods containing phytosterols are 'configured' within biomedical research and writing on these substances. A growing range of such foods have been launched and marketed on the basis that they actively lower cholesterol. They are among the most prominent examples of a set of foods designated as 'functional foods'. The paper is based on an analysis of biomedical journal articles which address the use of phytosterols as a cholesterol lowering agent in humans These include both original research papers and commentaries such as review articles, letters, editorials, news items and professional guidelines. My analysis suggests that users are constituted variously as autonomous, self-motivated consumers, patients and publics needing advice, people resistant to pill use, and practitioners looking for something to offer their patients. I characterise the imagined uses of the products as healthy/holistic, lazy/busy/contemporary, and incompetent use. These varying portrayals of users and their use of these food products entail different ways of understanding health identities and different allocations of responsibilities between the technology, user and health care professionals. I conclude that, while experts and regulators may attempt to configure 'correct' uses of these products, relatively little is known about the rationales and practices of actual users (C) 2010 Elsevier Ltd. All rights reserved.