The Tobacco Problem:Public Health Implications of Contested Frames

描述(由申请人提供)：目标/基本原理：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，并分析这些倡议对行业媒体框架和吸烟行为的影响。烟草使用是美国最重要的可预防的死亡和疾病原因，增加了肺癌、其他癌症和其他严重疾病的风险。大量证据表明，除了个人行为改变外，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。行业去合法化和孤立战略，包括媒体宣传活动，促进了全国反对烟草使用的基层运动，并打击了行业破坏地方无烟政策的努力，这些政策已被证明在减少烟草使用方面是有效的。然而，这种方法的持续有效性可能会受到烟草行业最近积极推动的企业社会责任倡议的危害。具体目标：#1)检索和分析烟草行业文件，以描述烟草行业所做的努力：a)利用企业社会责任举措进行公关和营销；b)维持和提高吸烟的社会可接受性；c)利用企业社会责任举措影响烟草控制政策的制定；d)将企业社会责任举措定位为诉讼的防御工事；e)将自身定位为健康信息来源；f)与烟草和非烟草相关的公共卫生团体结成联盟；g)在控烟运动内部建立分支机构；以及h)破坏以吸烟非正规化和烟草行业去合法化为重点的控烟努力。#2)：评估烟草行业企业社会责任倡议对媒体对a)烟草行业和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。这项关于烟草行业企业社会责任努力的创新性研究将为针对这些行业倡议制定积极的公共卫生对策提供必要的新知识，并有助于从理论上理解与公共卫生问题相关的框架。此外，它还将加强对烟草业在促进社会接受吸烟方面的作用的了解。

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.