Societal impact
Measuring the relative impact of a book (also made into a movie) and a documentary film is difficult, particular when applied to a general society. Since the nation is probably more into watching movies rather than reading, Super Size Me has probably made a larger impact. An edgy documentary will always be more entertaining than a thick book, even if the book has greater depth of information. Both offerings tackle different aspects of the issue, even though the broader subject is about American consumption. Still, there is always the difficulty in measuring how much information really makes people change their behavior. Therefore, here are a few thoughts on ways that Fast Food Nation and Super Size Me have impacted the fast food industry.
The "ick" factor
Fast Food Nation and Super Size Me attempted to expose the "dark side" of the fast food industry. This included treatment of animals, production of raw materials, marketing, advertising, deception, and societal health concerns. In essence, the book and movie painted a target on the fast food companies and gave the American people someone to blame for their troubles. Granted, they did also talk about personal responsibility and lifestyle choices, but there was definitive attempt at establishing culpability, which fits very nicely into America's litigious society.
"Gotcha"
Overall, companies never like bad press, and there is often a reactionary strategy that is conveniently introduced soon after a particular type of exposure. For example, certain fast food chains have started to produce "healthier" alternatives for their menus. It is debatable whether these changes occurred because of things like Fast Food Nation and Super Size Me. However, the fast food establishments have started to shift in some of the products they offer to the consumer. Of course, in some cases the salad that is now on the menu comes with deep fried chicken on top and dressing that has a large quantity of fat grams.
Tell me something I don't know
One could also argue that these publications did nothing to change the business and practices of the fast food industry. Despite the stated desires of some Americans to be healthier, the fast food companies aren't exactly going out of business. The fact that a burger, fries, and shake are not the healthiest of meals is not exactly a mystery to the general public. People seek out fast food because it is quick and cheap, and they can fit it in between events in their overbooked lifestyle. Therefore, Fast Food Nation and Super Size Me might have poked at the grosser aspects of fast food, but most people either chose not to think about it, or ignored the problem altogether.
Societal shift, market shift
Over time, industries will change based on customer behavior. However, there is always debate about which party is actually in charge. Theoretically the American people will always impact business, but if those businesses have created a consumer addiction, then the power of the customer is called into question. Fast Food Nation and Super Size Me discussed the relative influence that companies have over people, but they didn't necessarily provide information that was a major secret. In addition, there is always the reality that people want things cheap and they want them quickly. If they have to sacrifice other things to get what they want, then so be it.
Minimal impact
One could argue that Fast Food Nation and Super Size Me have not done much to curb the American appetite for fast food. The movie and book may have made the companies a bit more wary of media that will boldly criticize them, but corporations are no stranger to critique. In addition, a down economy benefits fast food establishments because people are drawn to inexpensive "comfort" food. Over time, Fast Food Nation and Super Size Me may change the way that people think about fast food, but for now people are content to eat their fatty foods and enjoy a few moments of tasty goodness. There is always tomorrow to start eating better.