大众媒体的控烟图景与传播模式研究

目的回溯2009—2011年3年间中国大众媒体的控烟传播图景和传播模式。方法通过舆情监测获得既往3年与控烟和烟草行业相关的首发报道13 998篇(不含转载),采取比例分层抽样方法获得有效样本1474篇,采取内容分析,设定变量、人工编码,对3年间控烟报道的数量、内容、结构等12项传播要素进行分析。结果大众媒体控烟首发报道从2009年的325篇增加到2011年524篇;控烟报道总量占据84.2%;"无烟场所"(24.4%)、"烟草与健康"(21.1%)、"无烟立法"(12.4%)连续3年名列控烟议题前3位;控烟报道的主要信源是媒体(自采自评)(21.5%)、官方控烟机构(11.8%)、地方政府部门(11.4%)和卫生主管部门(10.7%);控烟报道的主要诉求方式是行动呼吁(26.5%)、修辞格(12.0%)和恐惧诉求(10.4%);最常见的控烟报道体裁是新闻消息(54.2%),首发媒体类型主要是综合网络媒体(41.5%)、都市类媒体(28.4%)和地方官媒(12.2%);控烟报道的主要倡导对象是烟民(27.2%)、政府决策部门(26.3%)、机构与场所(22.4%)。结论既往3年,控烟首发报道总量显著增加、控烟议题结构合理、控烟传播模式趋向成熟。但仍需提升控烟传播品质,依靠新旧媒体融合,加强控烟舆论生态与控烟文化的建设。     

The good news about smoking: how do U.S. newspapers cover tobacco issues?

Media advocacy, or advocacy seeking media attention, can shape the policy environment, but the relationship between the nature of news media coverage of public health topics and policy outcomes has received insufficient research attention. We present the first large-scale study of news coverage of tobacco to focus on the potential impact for policy outcomes. Through our analysis of 9859 tobacco-focused news articles from ioo leading US daily newspapers between 2001 and 2003 we examined whether tobacco issues are newsworthy, and if so, whether coverage is favorable to policy progress. We found strong evidence for news-worthiness, and a tendency for coverage to highlight policy approaches to tackling tobacco. Coverage emphasized successes rather than setbacks, and newspaper editors lent support to tobacco control positions. There were, however, areas that did not garner sufficient attention to sustain a meaningful policy message. Our analysis of coverage of controversial issues also revealed areas where tobacco control efforts seem to pushing against ideological boundaries.     

Newspaper and wire service coverage of tobacco farmers.

This study examined print media coverage of tobacco farmers from the perspective of agenda setting, or the extent to which information is available to the public and perceived as important. A content analysis of 743 articles published between January 1, 1995 and June 30, 1997 was completed. The number of articles increased from 1995 to 1997. Of the topics analyzed, articles on tobacco settlement (7.1% of total) and diversification (15.6% of total) were the least prevalent. Because the settlement discussions did not occur until 1997 (when it comprised 26.4% of the total in the first 6 months), diversification was consistently the least covered topic. The two most frequent topics covered were tobacco companies (36.2%) and the tobacco price support program (32.3%). Except for one 6 month interval, there were substantially more articles in local/regional publications than in national publications. Public health professionals have called for tobacco farmers to diversify to non-tobacco enterprises. Yet, there is little discussion of diversification in print media. Without more attention to diversification, the public and policy makers will be ill-informed about opportunities and obstacles in this regard.     

2011年江苏省烟草控制相关媒体监测信息分析

目的分析2011年江苏省内报纸和互联网刊登烟草控制相关信息情况,探讨媒体在公共卫生领域的作用。方法借助专业剪报机构收集并筛选江苏省报纸及互联网刊登的烟草控制相关信息,并进行统计分析。结果2011年内共收集到江苏省内78家媒体报道的烟草控制相关信息343条,主要来源于《扬子晚报》、《现代快报》等知名媒体,信息发布主要集中在5—6月份,接近70％的信息主题为无烟环境,约50％为正面报道。结论媒体是公共卫生机构与社会公众沟通的桥梁,卫生机构人员应及时跟踪媒体动向,掌握媒体报道,充分利用媒体进行控烟宣传,提高公众健康意识,促进公众健康。     

US Media Coverage of Tobacco Industry Corporate Social Responsibility Initiatives

Media coverage of tobacco industry corporate social responsibility (CSR) initiatives represents a competitive field where tobacco control advocates and the tobacco industry vie to shape public and policymaker understandings about tobacco control and the industry. Through a content analysis of 649 US news items, we examined US media coverage of tobacco industry CSR and identified characteristics of media items associated with positive coverage. Most coverage appeared in local newspapers, and CSR initiatives unrelated to tobacco, with non-controversial beneficiaries, were most commonly mentioned. Coverage was largely positive. Tobacco control advocates were infrequently cited as sources and rarely authored opinion pieces; however, when their voices were included, coverage was less likely to have a positive slant. Media items published in the South, home to several tobacco company headquarters, were more likely than those published in the West to have a positive slant. The absence of tobacco control advocates from media coverage represents a missed opportunity to influence opinion regarding the negative public health implications of tobacco industry CSR. Countering the media narrative of virtuous companies doing good deeds could be particularly beneficial in the South, where the burdens of tobacco-caused disease are greatest, and coverage of tobacco companies more positive.     

An analysis of messages about tobacco in military installation newspapers

OBJECTIVES: We sought to gauge the relative attention that tobacco control receives in military newspapers by comparing coverage of tobacco use with that of other health topics of importance to the military. METHODS: We examined tobacco-related articles and industry advertisements in 793 newspapers published during 1 year at 16 representative military installations (4 Air Force, 6 Army, 2 Marine, 4 Navy). Newspaper content was coded with a standardized coding manual developed through previous research. RESULTS: Tobacco use received the fewest instances of coverage and the least print space in military installation newspapers of all the health topics examined. The primary "message frame" used in tobacco control articles was that smokers are putting themselves at health risk, a theme that has not been found to have a strong effect on smokers. Nearly 10% of the newspapers contained tobacco advertisements. CONCLUSIONS: Tobacco control messages are underrepresented in military installation newspapers compared with other health issues. Furthermore, military newspapers send mixed messages to military personnel by providing advertisements for tobacco while also claiming that tobacco use is harmful.     

African media coverage of tobacco industry corporate social responsibility initiatives

Guidelines for implementing the World Health Organization's Framework Convention on Tobacco Control (FCTC) recommend prohibiting tobacco industry corporate social responsibility (CSR) initiatives, but few African countries have done so. We examined African media coverage of tobacco industry CSR initiatives to understand whether and how such initiatives were presented to the public and policymakers. We searched two online media databases (Lexis Nexis and Access World News) for all news items published from 1998 to 2013, coding retrieved items through a collaborative, iterative process. We analysed the volume, type, provenance, slant and content of coverage, including the presence of tobacco control or tobacco interest themes. We found 288 news items; most were news stories published in print newspapers. The majority of news stories relied solely on tobacco industry representatives as news sources, and portrayed tobacco industry CSR positively. When public health voices and tobacco control themes were included, news items were less likely to have a positive slant. This suggests that there is a foundation on which to build media advocacy efforts. Drawing links between implementing the FCTC and prohibiting or curtailing tobacco industry CSR programmes may result in more public dialogue in the media about the negative impacts of tobacco company CSR initiatives.     

Characteristics of Community Newspaper Coverage of Tobacco Control and Its Relationship to the Passage of Tobacco Ordinances

To answer the call for more systematic surveillance, analysis and evaluation of tobacco news coverage, a 6-year content analysis of newspaper stories from Missouri was conducted to evaluate the presence of public health facts and characteristics of stories framed for or against tobacco control. The method was a content analysis of all Missouri newspapers (N = 381) from September 2006 to November 2011 for a total sample of 4711. Results were connected to the larger, societal context within which newspaper stories reside, i.e., towns that passed or did not pass a smoke-free ordinance during the project intervention. Results showed the majority of news stories were about tobacco control, which were mostly written at the local level, were episodic, and carried a positive slant toward tobacco control. However, there were more negative than positive headlines, and more negative editorials than non-editorials. Tobacco control stories used fewer public health facts than non-tobacco control stories. Towns with existing smoke-free ordinances had more tobacco control stories, and towns without smoke-free ordinances had fewer tobacco control stories and more non-tobacco control stories, suggesting a connection between news media coverage and the passage of smoke-free policies. We conclude that the tobacco industry may have had success in impacting news stories in no-ordinance cities by diverting attention from tobacco control to secondary topics, such as youth smoking, which meant stories had fewer public health facts and fewer positive health benefits in towns that may have needed these details most.     

The Status and Future Challenges of Tobacco Control Policy in Korea

Tobacco use is the most important preventable risk factor for premature death. The World Health Organization (WHO) Framework Convention on Tobacco Control (FCTC), the first international public health treaty, came into force in 2005. This paper reviews the present status of tobacco control policies in Korea according to the WHO FCTC recommendations. In Korea, cigarette use is high among adult males (48.2% in 2010), and cigarette prices are the lowest among the Organization for Economic Cooperation and Development countries with no tax increases since 2004. Smoke-free policies have shown incremental progress since 1995, but smoking is still permitted in many indoor public places. More than 30% of non-smoking adults and adolescents are exposed to second-hand smoke. Public education on the harmful effects of tobacco is currently insufficient and the current policies have not been adequately evaluated. There is no comprehensive ban on tobacco advertising, promotion, or sponsorship in Korea. Cigarette packages have text health warnings on only 30% of the main packaging area, and misleading terms such as "mild" and "light" are permitted. There are nationwide smoking cessation clinics and a Quitline service, but cessation services are not covered by public insurance schemes and there are no national treatment guidelines. The sale of tobacco to minors is prohibited by law, but is poorly enforced. The socioeconomic inequality of smoking prevalence has widened, although the government considers inequality reduction to be a national goal. The tobacco control policies in Korea have faltered recently and priority should be given to the development of comprehensive tobacco control policies.     

'It's interesting how few people die from smoking': tobacco industry efforts to minimize risk and discredit health promotion

BACKGROUND: It is well known that the tobacco industry has placed articles in scientific literature to maintain controversy over the dangers of tobacco use, while claiming that smokers are well-informed about risk. This study illuminates an industry attempt to directly undermine popular understanding of the hazards of smoking using an industry-created organization called Associates for Research in the Science of Enjoyment (ARISE). METHODS: Searches of tobacco industry documents contained in the Legacy Tobacco Documents Library, British American Tobacco Documents Library, and British Columbia's Tobacco Industry documents were performed as well as searches of the LexisNexis database for news articles on ARISE published between 1989 and 2005. Qualitative analysis focused on industry motives, media strategies, and rhetorical tactics; quantitative content analysis focused on media coverage. RESULTS: Between 1989 and 2005, at least 846 articles appeared in the European, Australian, and US press mentioning ARISE, its members, or its activities. Many of these articles presented two themes: smoking was a healthful 'pleasure', and health promotion practices, including cessation, were stressful and unhealthy. Few articles included responses from health advocates, questioned ARISE's claims, or mentioned its funding. CONCLUSIONS: ARISE successfully planted stories in the press, designed to allay the health concerns of smokers and to discredit health promotion information and practices. ARISE's later interest in food suggests that counterfactual 'health' messages on almost any topic could be promoted similarly, regardless of their implausibility.     

Civil society and the negotiation of the Framework Convention on Tobacco Control

Abstract

Tobacco control civil society organisations mobilised to influence countries during the negotiation of the World Health Organisation (WHO) Framework Convention on Tobacco Control (FCTC) between 1999 and 2003. Tobacco control civil society organisations and coalitions around the world embraced the idea of an international tobacco control treaty and came together as the Framework Convention Alliance (FCA), becoming an important non-state actor within the international system of tobacco control. Archival documents and interviews demonstrate that the FCA successfully used strategies, including publication of a newsletter, shaming symbolism and media advocacy to influence policy positions of countries during the FCTC negotiation. The FCA became influential in the negotiation process, by mobilising tobacco control civil society organisations and resources with the help of the Internet, and framing the tobacco control discussion around global public health.     

Linking Global Youth Tobacco Survey 2003 and 2006 data to tobacco control policy in India

Background: India made 2 important policy statements regarding tobacco control in the past decade. First, the India Tobacco Control Act (ITCA) was signed into law in 2003 with the goal to reduce tobacco consumption and protect citizens from exposure to secondhand smoke (SHS). Second, in 2005, India ratified the World Health Organization Framework Convention on Tobacco Control (WHO FCTC). During this same period, India conducted the Global Youth Tobacco Survey (GYTS) in 2003 and 2006 in an effort to track tobacco use among adolescents. Methods: The GYTS is a school‐based survey of students aged 13‐15 years. Representative national estimates for India in 2003 and 2006 were used in this study. Results: In 2006, 3.8% of students currently smoked cigarettes and 11.9% currently used other tobacco products. These rates were not significantly different than those observed in 2003. Over the same period, exposure to SHS at home and in public places significantly decreased, whereas exposure to pro‐tobacco ads on billboards and the ability to purchase cigarettes in a store did not change significantly. Conclusions: The ITCA and the WHO FCTC have had mixed impacts on the tobacco control effort for adolescents in India. The positive impacts have been the reduction in exposure to SHS, both at home and in public places. The negative impacts are seen with the lack of change in pro‐tobacco advertising and ability to purchase cigarettes in stores. The Government of India needs to consider new and stronger provisions of the ITCA and include strong enforcement measures.     

Still a burning issue: trends in the volume,content and population reach of newspaper coverage about tobacco issues

Tobacco control advocates expend considerable effort in generating news stories on tobacco issues to assist progress in tobacco control, and the news coverage itself may have important policy and behavioral influences. Yet, studies of trends in such news coverage are uncommon. Between 2001 and 2006, we conducted a content analysis of tobacco-related newspaper articles in the 12 major daily Australian newspapers and coded them for type of article, topic, and tone. Overall, 6483 tobacco-focused articles were published, representing an average of one article every 4 days for each newspaper. There was variability in volume between years but no decline over time. Overall, 67% of articles reported on events that represented progress for tobacco control, 21% on setbacks, and 7% on events that were of mixed impact. Newspaper coverage of tobacco issues was dominated by articles on smoke-free issues (32% of articles), health effects of smoking (12%), education, prevention and cessation programs and services (12%), and the tobacco industry (9%). During the 6-year period, on average, Australian adults were potentially exposed to around one article on tobacco issues every week, or using a more stringent prominence-adjusted measure, one article every 2 to 3 weeks, a level comparable to paid media campaigns in some jurisdictions. Temporal variation in population exposure to news coverage about tobacco issues may reflect variability in newsworthiness of tobacco control issues, media advocacy resources and success, and/or preparedness of editors and journalists to entertain news stories on tobacco.     

Misrepresentation of health risks by mass media

BACKGROUND: Mass media are a leading source of health information for general public. We wished to examine the relationship between the intensity of media coverage for selected health topics and their actual risk to public health. METHODS: Mass media reports in the United States on emerging and chronic health hazards (severe acute respiratory syndrome (SARS), bioterrorism, West Nile Fever, AIDS, smoking and physical inactivity) were counted for the year 2003, using LexisNexis database. The number of media reports for each health risk was correlated with the corresponding death rate as reported by the Centers for Disease Control and Prevention. RESULTS: The number of media reports inversely correlated with the actual number of deaths for the health risks evaluated. SARS and bioterrorism killed less than a dozen people in 2003, but together generated over 100 000 media reports, far more than those covering smoking and physical inactivity, which killed nearly a million Americans. CONCLUSIONS: Emerging health hazards are over-reported in mass media by comparison to common threats to public health. Since premature mortality in industrialized societies is most often due to well-known risks such as smoking and physical inactivity, their under-representation on public agendas may cause suboptimal prioritization of public health resources.     

Paucity of nutrition and food safety 'news you can use' reveals opportunity for dietetics practitioners

The media is consistently ranked by the public as their primary source of nutrition and food information. To address the question of what the public is hearing about food, nutrition, and health through the news media, the International Food Information Council Foundation commissioned the Center for Media and Public Affairs to conduct a content analysis of nutrition and food safety stories. The study examined media coverage from 53 print and electronic news outlets during a 3-month period from May through July 1995. Specific criteria were applied to select the sample of food and nutrition stories (n = 979) by length of coverage during the reporting period. Coverage related to food policy or regulation, food programs, individual food companies or products, advertising or marketing, and economic adulteration or tampering were excluded from the sample. The analysis of media coverage of food and nutrition topics revealed a twofold emphasis on dietary fat over other topics. Consumption of dietary fat was mentioned in almost half of all reports, apart from discussions of body fat, weight, or obesity as a health issue. The content analysis also showed an inverse relationship between media stories of foods by food group compared with the recommended number of servings in the Food Guide Pyramid. During an era in which Americans receive their health, nutrition, and food messages from the media rather than from health professionals such as physicians and dietitians, there are multiple challenges for communicating with the public. Our media research and its findings offer approaches for dietetics practitioners to use when providing nutrition and food recommendations and education for clients and the public. These include communicating science, providing context, reinforcing basic messages and guidelines, and promoting action and behavior change to clients and consumers.     

Smoking-related disease on Australian television news: inaccurate portrayals may contribute to public misconceptions

Objectives: To describe the range and frequency of reportage of tobacco-related disease on Australian television news.
Methods: Content analysis of all news items mentioning smoking-related disease broadcast on five free-to-air Sydney television channels 2 May 2005 to 31 December 2007.
Results: Three in four tobacco-related disease news reports focus on lung cancer. Other cancers and smoking attributable diseases attract modest coverage.
Conclusion: Television news coverage may contribute to public misconceptions regarding the associated health risks of smoking, limiting understanding about the many risks involved. Tobacco control advocates should seek to increase the newsworthiness of diseases in addition to lung cancer.
Implications: While the Australian public is generally aware of the connection between lung cancer and tobacco, considerable misconception exists as to the broad range of tobacco-related mortality and disease. Given television's role as a key source of public information on health issues in Australia, such coverage can limit understanding about the many attributable risks involved. Tobacco control advocates need to find ways to improve the newsworthiness of tobacco related illness.     

Tobacco use among students aged 13-15 years--Philippines, 2000 and 2003

Tobacco use is one of the major preventable causes of premature death and disease in the world. A disproportionate share of the global tobacco burden falls on developing countries, where an estimated 84% of the world's 1.3 billion current smokers live. The Global Youth Tobacco Survey (GYTS), part of the Global Tobacco Surveillance System (GTSS) initiated by the World Health Organization (WHO) and CDC, was developed to monitor youth tobacco use, attitudes about tobacco, and exposure to tobacco smoke, and has been completed by approximately 1.4 million students in 133 countries. A key goal of GTSS is for countries to conduct the GYTS every 4 years. This report presents findings from the GYTS conducted in the Philippines in 2000 and 2003, which revealed substantial declines in the proportions of students aged 13-15 years who currently smoked cigarettes, currently used other tobacco products, were likely to start smoking in the next year, or were exposed to secondhand smoke in public places. The findings also indicated an increase in the proportion of students who supported bans on smoking in public places, had learned about the dangers of tobacco use in school, and had seen antitobacco messages in media and advertising. Public health authorities in the Philippines should evaluate their current tobacco-control programs and enhance or expand them to further reduce youth smoking.     

Changes in tobacco use and related factors in Junior High School students, Lara State, Venezuela, 2000-2003

The Global Youth Tobacco Survey (GYTS) is a school-based surveillance system. In Lara State, Venezuela, it was conducted by a coalition of organizations. The instrument includes: attitudes, knowledge, behaviors, exposure to environmental tobacco smoke, mass media, and marketing. Participation was 85.7% in 2000 and 79.3% in 2003. Comparing prevalence (%) from 2000 to 2003: "first contact": unchanged (22.8%); "males having first cigarette before the age of 10": decreased (21.5% to 16.7%); "current cigarette smoker": unchanged (8.4% to 8.3%); "male smokers wanted to quit": increased (62.6% to 84.7%); "exposure to environmental tobacco smoke": increased (43.9% a 50.7%), "support ban on smoking in public places": unchanged (> 80%), "received free promotional cigarettes": increased (9.5% a 13.4%), and "no problem buying cigarettes": decreased in males (97% to 74.3%) and in females (95.9% to 90.3%). Tobacco use has remained unchanged, a situation attributed in part to marketing, including free cigarettes, and lack of law enforcement. GYTS provides evidence to support the design, implementation, and monitoring of policies and programs aimed at the prevention and control of tobacco use among adolescents.