Responses to Public Health Campaigns

描述（由申请人提供） 大量证据表明，除了个人行为改变战略外，公共卫生工作必须投入资源，改变烟草使用的文化和政策背景。因此，倡导者不仅努力改变公众对烟草使用的看法，而且努力改变公众对“烟草流行病的媒介”-烟草业的看法。因此，许多公共卫生运动，包括国家资助的媒体运动，都把重点放在烟草业及其活动上，以使烟草使用非正常化，并促进公众支持烟草控制措施。 本研究的总体目标是检索和分析烟草行业的内部文件，以描述该行业用于应对公共卫生/烟草控制和其他活动所带来的挑战的具体战略和战术，这些活动将公众的注意力集中在烟草行业的行为上（“以行业为重点的活动”）。所提出的研究是描述性和历史性的。研究设计是一个系统的历史/档案查询使用公开文本来源，其结果将被用来开发一个链接的比较案例研究。 该项目的具体目标是：1）收集和分析烟草行业内部文件，以描述烟草行业对公共卫生/烟草控制和其他呼吁公众关注行业行为的运动（“以行业为重点的运动”）的反应。该分析将特别关注行业内部企业和公共关系对使用或威胁使用a）抵制、B）股东行动、c）公众示威和/或d）国家赞助的媒体宣传活动的反应;（2）以公共关系理论为基本框架，准备一套案例研究，描述和比较行业-有针对性的活动和分析，似乎是最有效的促进行业行为的变化，解决烟草控制目标。

DESCRIPTION (provided by applicant) Considerable evidence suggests that in addition to individual behavior change strategies, public health efforts must devote resources to changing the cultural and policy contexts of tobacco use. Advocates have therefore worked to change public perceptions not only about tobacco use, but also about the "vector of the tobacco epidemic," the tobacco industry. Thus numerous public health campaigns, including state-funded media campaigns, have included a focus on the tobacco industry and its activities in order to denormalize tobacco use and promote public support for tobacco control measures. The overall objective of this study is to retrieve and analyze internal tobacco industry documents in order to describe specific strategies and tactics the industry uses to address the challenges posed by public health/tobacco control and other campaigns that focus public attention on the behaviors of the tobacco industry ("Industry-Focused Campaigns"). The proposed research is descriptive and historical. The study design is a systematic historical/archival inquiry using publicly available textual sources, results of which will be used to develop a linked set of comparative case studies. The specific aims of the project are : 1) Retrieve and analyze internal tobacco industry documents in order to describe the tobacco industry's responses to public health/tobacco control and other campaigns that call public attention to industry behavior ("Industry-Focused Campaigns"). This analysis will focus specifically on industry internal corporate and public relations responses to such campaigns that use or threaten to use a) boycotts, b) shareholder actions, c) public demonstrations, and/or d) state-sponsored media campaigns; and 2) Using public relations theory as an underlying framework, prepare a set of case studies describing and comparing Industry-Focused Campaigns and analyzing which appear to be most effective in facilitating changes in industry behavior that address tobacco control objectives.