UPENN TCORS: Tobacco Product Messaging in a Complex Communication Environment

描述(申请人提供)：数字营销革命和新兴社交媒体的快速传播改变了有关烟草产品的公共传播。因此，烟草产品信息和错误信息很容易通过各种来源获得：从大众媒体来源(例如报纸、电视)，到社交媒体(例如Twitter)和用户在媒体上的评论，再到最终的传播工具--香烟包装本身。这样的错误信息可能会误导公众低估各种烟草产品的危险或高估其益处，并有可能破坏FDA的监管努力。宾夕法尼亚州立大学TCORS以在复杂的公共通信环境中传递与烟草有关的信息为主题，应对这些挑战。具体地说，我们的中心将：(A)确定公共传播环境的特征，以了解它如何影响人们对烟草产品的了解、他们对这些产品的信念以及他们对这些产品的使用，以及(B)确定FDA传达信息和纠正有关烟草产品和使用的错误信息的最有效策略。在宏观层面上解决这一问题，项目1审查了传统和新兴媒体中有关烟草产品的信息和错误信息，以及接触这些信息如何改变信念、态度、意图和烟草使用。项目2审查了基于电子社交媒体上的错误信息的关于烟草产品和烟草使用的信念的“持久力”，并评估了纠正干预措施。项目1和项目2都侧重于年轻人和年轻人，他们的看法和行为可能最受基于互联网的信息的影响。项目3详细分析了一种特殊形式的隐性错误信息对烟草使用行为的影响--烟草业使用彩色包装误导公众低估产品危害。两个新的交叉研究核心将服务于这些项目：一个是媒体数据获取和内容分析核心，它将获取、编码和管理从新兴媒体来源获得的烟草产品信息；另一个是烟草事实核查核心，它将开发和部署新的工具，以评估这些信息是否有关于烟草产品的虚假和欺骗性声明，并传播纠正信息。我们的发展试点计划将使我们能够应对新出现的科学机遇，并支持新的合作研究活动，我们的培训计划将培养专注于传播研究的下一代烟草控制监管科学家。行政核心协调所有这些活动，利用行之有效的战略促进P50中心的跨学科协调和沟通。 相关性：宾夕法尼亚大学烟草监管科学中心(TCORS)将产生新的数据，以指导FDA传达有关烟草产品的信息，并纠正通过公共传播来源传播的错误信息。我们的中心还将开发和部署新的方法和工具，以获取和分析公共媒体上的烟草产品信息，供FDA、其他机构和科学界使用。

DESCRIPTION (provided by applicant): Public communication about tobacco products has been transformed by the digital marketing revolution and the rapid diffusion of emerging social media. As a result, tobacco product information and misinformation is readily accessible through a variety of sources: from mass media sources (e.g., newspapers, TV), to social media (e.g. Twitter) and user commentary on media, to the final communication vehicle, the cigarette package itself. Such misinformation can mislead the public to underestimate the dangers or overestimate the benefits of various tobacco products, and threatens to undermine FDA's regulatory efforts. The U Penn TCORS responds to these challenges with a thematic focus on tobacco-related messaging in a complex public communication environment. Specifically, our Center will: (a) characterize the public communication environment to understand how it affects what people know about tobacco products, what they believe about these products, and their use of these products, and (b) determine the most effective strategies for the FDA to convey information and correct misinformation about tobacco products and use. Addressing this problem at a macro level, Project 1 examines information and misinformation about tobacco products in traditional and emerging media and how exposure to this information alters beliefs, attitudes, intentions, and tobacco use. Project 2 examines the "staying power" of beliefs about tobacco products and tobacco use that are based on misinformation in electronic social media and evaluates corrective interventions. Both Projects 1 and 2 focus on youth and young adults, whose perceptions and behavior may be most affected by internet-based information. Project 3 provides a detailed analysis of the effects of a particular form of implicit misinformation on tobacco use behavior - the use of color packaging by the tobacco industry to mislead the public to underestimate product harm. Two novel cross-cutting research cores will serve these projects: a Media Data Acquisition and Content Analysis Core that will acquire, code, and manage tobacco product information available in emerging media sources, and a Tobacco FactCheck Core that will develop and deploy novel tools to evaluate this information for false and deceptive claims about tobacco products and disseminate corrective information. Our Developmental Pilot Program will enable us to respond to emerging scientific opportunities and support new collaborative research activities, and our Training Program will develop the next generation of tobacco control regulatory scientists with a focus on communication research. An Administrative Core coordinates all of these activities utilizing proven strategies for facilitatin interdisciplinary coordination and communication in P50 Centers. RELEVANCE: The UPENN Tobacco Center of Regulatory Science (TCORS) will generate novel data to guide the FDA's efforts to convey information about tobacco products and to correct misinformation disseminated through public communication sources. Our Center will also develop and deploy novel methodologies and tools for the acquisition and analysis of tobacco product information in public media for use by the FDA, other agencies, and the scientific community.