The Tobacco Problem:Public Health Implications of Contested Frames

描述（由申请人提供）：目的/理由：描述烟草行业的企业社会责任倡议，评估其对烟草控制的影响，并分析这些倡议对媒体框架的影响。烟草使用是美国最重要的单一可预防的死亡和疾病原因，增加肺癌和其他癌症以及其他严重疾病的风险。大量证据表明，除了改变个人行为外，预防烟草相关癌症的干预措施必须侧重于改变烟草使用的文化和政策背景。烟草业的非法化和孤立战略，包括媒体宣传，有助于在全国范围内开展反对烟草使用的基层运动，并打击烟草业破坏地方无烟政策的努力，这些政策已被证明对减少烟草使用有效。然而，烟草业最近大力宣传的企业社会责任倡议可能会危及这些办法的持续有效性。具体目标：#1）分析烟草行业文件，以描述烟草行业在以下方面所做的努力：a）将企业社会责任倡议用于公共关系和营销目的; B）维持和提高吸烟的社会可接受性; c）利用企业社会责任倡议影响烟草控制政策制定; d）将企业社会责任倡议定位为诉讼辩护; e）将自己确立为健康信息的来源; f）与烟草和非烟草相关的公共卫生团体建立联盟; g）在烟草控制运动中制造分裂; h）破坏以吸烟非正常化和烟草业非法化为重点的烟草控制努力。#2）：评估烟草业企业社会责任倡议对媒体框架a）烟草业和B）吸烟行为的影响。这一描述性项目将利用档案研究以及内容和框架分析。这种创新的研究烟草业企业社会责任的努力将提供新的知识，制定积极的公共卫生应对这些行业的举措，并有助于在理论上的理解框架有关的公共卫生问题。此外，这亦会加深市民对吸烟业在促进社会接受吸烟方面所担当的角色的了解。

DESCRIPTION (provided by applicant): Objectives/Rationale: To describe the tobacco industry's corporate social responsibility initiatives and assess their implications for tobacco control, and to analyze the impact of these initiatives on media framing of the industry and smoking behavior. Tobacco use is the most important single preventable cause of death and disease in the U.S., increasing risks for lung and other cancers and other serious illnesses. Considerable evidence suggests that in addition to individual behavior change, interventions to prevent tobacco related cancers must focus on changing the cultural and policy contexts of tobacco use. Industry delegitimization and isolation strategies, including media campaigns, have contributed to building a nationwide grassroots movement against tobacco use and countering industry efforts to derail local smoke free policies, which have been shown to be effective in reducing tobacco use. However, the ongoing effectiveness of such approaches may be jeopardized by the tobacco industry's recent, aggressively-promoted corporate social responsibility initiatives. Specific Aims: #1) Retrieve and analyze tobacco industry documents in order to describe tobacco industry efforts to: a) use corporate social responsibility initiatives for public relations and marketing purposes; b) sustain and increase the social acceptability of smoking; c) use corporate social responsibility initiatives to influence tobacco control policymaking; d) position corporate social responsibility initiatives as a defense against litigation; e) establish itself as a source of health information; f) create alliances with public health groups, both tobacco- and non-tobacco-related; g) sow divisions within the tobacco control movement; and h) undermine tobacco control efforts that focus on smoking denormalization and tobacco industry delegitimization. #2): Assess the influence of tobacco industry corporate social responsibility initiatives on media framing of a) the tobacco industry and b) smoking behavior. This descriptive project will utilize archival research and content and frames analyses. This innovative study of tobacco industry corporate social responsibility efforts will provide new knowledge essential for formulating proactive public health responses to these industry initiatives, and contribute to theoretical understandings of framing in relation to public health issues. In addition, it will enhance understanding of the industry's role in promoting the social acceptability of smoking.