Visual Media Influences on Adolescent Smoking Behavior (Y10-14 Renewal)

视觉媒体对青少年吸烟行为的影响（Y10-14更新）

• 批准号: 7811135
• 负责人: JAMES D. SARGENT
• 金额: $ 300万
• 依托单位: DARTMOUTH COLLEGE
• 依托单位国家: 美国
• 财政年份: 2009
• 资助国家: 美国
• 起止时间: 2009-09-30 至 2011-09-29
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/7811135
• 关键词: Address; Adolescence; Adolescent; Adult; Advertising; Affect; Agreement; Alcohol abuse; Alcohol consumption; Alcohol or Other Drugs use; Alcoholic Beverages; Alcohols; Area; Attitude; Behavior; Budgets; Cells; Cellular Phone; Cigarette; Code; Contracts; Country; Data; Data Base Management; Digit structure; Documentation; Effectiveness; Electronic Mail; Evaluation; Exposure to; Familiarity; Goals; Government; Grant; Health Policy; Hour; Image; Industry; Institution; Knowledge; Label; Mails; Malignant neoplasm of gastrointestinal tract; Malignant neoplasm of lung; Manuscripts; Marketing; Measures; Mediating; Methodology; Methods; Modeling; Monograph; Occupations; Online Systems; Outcome; Ownership; Paper; Persons; Positioning Attribute; Procedures; Process; Production; Public Health; RHOA gene; Randomized; Recovery; Recruitment Activity; Relative (related person); Reporting; Research; Research Activity; Research Personnel; Resource Sharing; Risk Factors; Sampling; Screening procedure; Series; Smoke; Smoker; Smoking; Smoking Behavior; Staging; Surveys; Telephone; Telephone Interviews; Television; Testing; Time; Tobacco; Tobacco Dependence; Tobacco use; United States; Work; Youth; adolescent smoking; age group; alcohol cue; alcohol exposure; alcohol research; base; binge drinking; design; drinking; experience; food marketing; instrument; modifiable risk; mortality; movie; movie exposure; non-alcoholic; programs; public health relevance; response; skills; social; tobacco control; tobacco exposure; underage drinking; visual media; young adult

DESCRIPTION (provided by applicant): Smoking is the primary cause of lung cancer in US adults, and an important cause of mortality from other conditions. Alcohol use is also an important cause of gastrointestinal cancers. Onset of smoking and alcohol use occurs during adolescence and young adulthood, and research provides extensive documentation of social influence effects on use of both substances. This study focuses on entertainment media and marketing influences. Up to now, each has been studied in relative isolation, and primarily among adolescents. In this study, we propose to assess exposure to movie and television images of smoking and alcohol use, as well as field a unique assessment of exposure to tobacco and alcohol marketing. To accomplish these goals, we will conduct a random digit dial, two-wave survey of 1500 U.S. adolescents and 1500 young adults, including landline and cell phone lists. The surveys will be separated by 2 months, and their sequence randomly assigned. One survey will assess exposure to entertainment media images of smoking, tobacco marketing, tobacco use and tobacco attitudes. The other survey will do the same for alcohol. The assessment of exposure to entertainment media employs a previously validated method that relies on recognition of movie and television series titles, along with content coding of these media venues for substance use, extending this method from movies to television. The assessment of exposure to marketing relies on cued (alcohol and tobacco marketing images with the brand removed) recall (how often the subject has seen the ad and whether he/she can identify what brand is being advertised). The survey will allow us to compare, for the first time, exposure to marketing of premium brands in the target segment (young adults) with exposure among adolescents, in order to directly assess effectiveness of industry efforts to limit exposure among youth. Moreover, we will ascertain simultaneously, the association of media and marketing exposures with the various stages of smoking and alcohol use for both age groups; this has never been done to our knowledge. The research activity supported by this competing revision is labor-intensive and will employ staff in telephone banks across every region of the country; the work is expected to result in hiring of additional staff, as well as enabling increased hours of current part-timers to staff these activities, thus providing an ideal response to Recovery Act aims. This study provides an unsurpassed opportunity to estimate the relative cross-sectional associations for exposure to entertainment media and marketing with substance use in adolescents and young adults. U.S. movies and television shows are distributed worldwide, and marketing of substances as well; thus, the research could have far-reaching public health implications for young persons everywhere. Finally, the study offers an opportunity to compare the effects of tobacco marketing, which is highly restricted due to agreements like the Master Settlement Agreement, with the relatively unrestricted marketing of alcohol. PUBLIC HEALTH RELEVANCE: Tobacco and alcohol use are the two largest causes of preventable mortality in the United States. This project examines how use of tobacco and alcohol in adolescents and young adults may be related to exposure to images of tobacco and alcohol in movies and television, and to industry-sponsored marketing/advertising campaigns. This research has great public health importance, as exposures of tobacco and alcohol within entertainment media and marketing/advertising campaigns could be reduced, either by voluntary industry initiatives or by greater government oversight.

描述（由申请人提供）：吸烟是美国成年人患肺癌的主要原因，也是其他疾病导致死亡的重要原因。饮酒也是胃肠道癌症的一个重要原因。吸烟和饮酒发生在青春期和青年期，研究提供了关于这两种物质使用的社会影响的广泛记录。本研究重点关注娱乐媒体和营销影响。到目前为止，每一项研究都是相对孤立的，而且主要是在青少年中进行的。在这项研究中，我们建议评估吸烟和饮酒的电影和电视图像的暴露程度，并对烟草和酒精营销的暴露程度进行独特的评估。为了实现这些目标，我们将对 1500 名美国青少年和 1500 名年轻人进行随机数字拨号、两轮调查，包括固定电话和手机列表。调查将相隔 2 个月，其顺序随机分配。一项调查将评估吸烟、烟草营销、烟草使用和烟草态度等娱乐媒体形象的曝光情况。另一项调查将对酒精进行同样的调查。对娱乐媒体接触的评估采用了一种先前经过验证的方法，该方法依赖于对电影和电视剧标题的识别，以及这些媒体场所的内容编码以进行物质使用，从而将该方法从电影扩展到电视。对营销曝光度的评估依赖于线索（删除了品牌的酒精和烟草营销图像）回忆（受试者看到广告的频率以及他/她是否可以识别正在宣传的品牌）。该调查将使我们能够首次将目标细分市场（年轻人）的高端品牌营销曝光度与青少年的曝光度进行比较，以便直接评估行业限制青少年曝光度的努力的有效性。此外，我们将同时确定媒体和营销曝光与两个年龄段吸烟和饮酒不同阶段的关联；据我们所知，从未这样做过。这项竞争性修订所支持的研究活动是劳动密集型的，并将在全国各地的电话银行雇用工作人员；这项工作预计将导致雇用更多员工，并增加目前兼职人员的工作时间来为这些活动提供人员，从而为《复苏法案》的目标提供理想的回应。这项研究提供了一个无与伦比的机会来估计青少年和年轻人接触娱乐媒体和营销与物质使用的相对横截面关联。美国电影和电视节目在全球范围内发行，物质营销也是如此；因此，这项研究可能对世界各地的年轻人产生深远的公共卫生影响。最后，该研究提供了一个机会来比较烟草营销（由于主和解协议等协议而受到高度限制）与相对不受限制的酒精营销的影响。 公共卫生相关性：吸烟和饮酒是美国可预防死亡的两个最大原因。该项目研究了青少年和年轻人吸烟和饮酒与电影和电视中烟草和酒精图像的接触以及行业赞助的营销/广告活动之间的关系。这项研究对公共卫生具有重要意义，因为可以通过自愿的行业举措或加强政府监督来减少娱乐媒体和营销/广告活动中烟草和酒精的暴露。