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）：吸烟是美国成年人肺癌的主要原因，也是其他疾病死亡的重要原因。饮酒也是胃肠道癌症的一个重要原因。吸烟和饮酒的开始发生在青春期和年轻的成年期，研究提供了大量的文件，社会影响的影响，使用这两种物质。本研究的重点是娱乐媒体和营销的影响。到目前为止，对每一种疾病的研究都是相对孤立的，主要是在青少年中进行的。在这项研究中，我们建议评估暴露于吸烟和饮酒的电影和电视图像，以及现场暴露于烟草和酒精营销的独特评估。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，两波调查，包括固定电话和手机名单。调查将间隔2个月，其顺序随机分配。其中一项调查将评估娱乐媒体对吸烟的形象、烟草营销、烟草使用和烟草态度的影响。另一项调查也会对酒精做同样的调查。对娱乐媒体暴露的评估采用了之前经过验证的方法，该方法依赖于对电影和电视连续剧标题的识别，沿着这些媒体场所的物质使用内容编码，将该方法从电影扩展到电视。对营销暴露的评估依赖于线索（去除品牌的酒精和烟草营销图像）回忆（受试者看广告的频率以及他/她是否能识别广告中的品牌）。该调查将使我们能够首次比较目标群体（年轻人）中的高端品牌营销接触与青少年中的接触，以直接评估行业努力限制青少年接触的有效性。此外，我们将同时确定媒体和营销接触与两个年龄组吸烟和饮酒的各个阶段的关联;据我们所知，这是前所未有的。这项竞争性修订所支持的研究活动是劳动密集型的，将在全国每个地区的电话银行雇用工作人员;这项工作预计将导致雇用更多的工作人员，并使目前兼职人员的工作时间增加，从而为恢复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，估计接触娱乐媒体和营销与青少年和年轻人的物质使用的相对横截面协会。美国的电影和电视节目在全世界发行，药物的销售也是如此;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，这项研究提供了一个机会，比较烟草营销的影响，这是高度限制，由于协议，如主结算协议，与相对不受限制的销售酒精。 烟草和酒精使用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使用烟草和酒精可能与接触电影和电视中的烟草和酒精图像以及行业赞助的营销/广告活动有关。这项研究具有重大的公共卫生意义，因为无论是通过自愿的行业倡议还是通过更大的政府监督，娱乐媒体和营销/广告活动中的烟草和酒精暴露都可以减少。