Tobacco Control in a Rapidly Changing Media Environment

描述（由申请人提供）：拟议的研究重点是大众媒体在国家和社区烟草控制工作中的作用。拟议项目的总体目标是：a）了解吸烟者和非吸烟者在媒体平台上遇到的烟草相关信息的数量和种类; B）分析这些信息与态度、信仰和吸烟行为之间的关系。这项研究对州和社区的烟草控制工作至关重要，因为大众媒体格局在过去五年中发生了根本性的变化，包括日益复杂的互联网营销和广告策略，社交网络（例如，Facebook、Twitter和YouTube）、移动的消息传送以及传统广播媒体的日益分散。因此，通过媒体平台提供的支持和反对烟草的信息数量和种类激增。然而，关于哪些新媒体被普遍使用，或者它们在人口统计群体中的使用程度，几乎没有详细的公开信息。此外，人们对吸烟者和非吸烟者接触支持和反对烟草信息的程度，或者跨媒体平台进行了多少烟草相关信息寻求和交流知之甚少。这项研究将首次对新媒体消费、吸烟相关广告的曝光率以及传统和新媒体平台上与吸烟/戒烟相关的信息寻求和交流进行大规模调查。通过将现有的关于接触电视上与吸烟有关的信息的数据与作为拟议研究的一部分收集的新数据相结合，该项目将首次全面描述吸烟者和非吸烟者被动接触的支持和反对烟草的信息的数量和种类，以及他们主动寻求和交流的信息。有了这些数据，我们将能够探索通过各种媒体平台提供的吸烟相关信息是否与态度和吸烟行为相关，以及在多大程度上与态度和吸烟行为相关。此外，这些数据将使我们能够检查是否以及如何与各种类型的烟草相关的信息和媒体相互作用。

DESCRIPTION (provided by applicant): The proposed research focuses on the role of mass media in state and community tobacco control efforts. The overarching goals of the proposed project are a) to develop an understanding of the amount and variety of tobacco-related information that both smokers and nonsmokers encounter across media platforms, and b) to analyze the relationships between that information and attitudes, beliefs and smoking behavior. This research is critically important for state and community tobacco control efforts because the mass media landscape has fundamentally transformed over the past five years, to include platforms such as increasingly sophisticated internet marketing and advertising strategies, social networking (e.g., facebook, twitter, and youtube), mobile messaging, and the growing fragmentation of traditional broadcast media. As a result, the amount and variety of pro- and anti-tobacco information available across media platforms has proliferated. Yet, there is very little detailed public information available about which new media is commonly used, or how much they are used across demographic groups. In addition, little is known about the extent to which smokers and non-smokers are exposed to pro- and anti-tobacco information, or how much tobacco-related information seeking and exchange is conducted across media platforms. The proposed research will conduct the first large-scale survey on new media consumption, exposure to smoking-related advertising and information seeking and exchange related to smoking/quitting across traditional and new media platforms. By combining existing data on exposure to smoking-related messages on TV, with new data collected as part of the proposed research, this project will provide the first comprehensive description of the amount and variety of pro- and anti-tobacco information that smokers and non-smokers encounter passively, and which they actively seek out and exchange. With these data, we will be able to explore whether, and the extent to which, smoking-related information delivered across various media platforms is associated with attitudes and smoking behaviors. Further, these data will enable us to examine whether and how the various type's tobacco-related information and media interact with each other.