Project 1: Diffusion of Marketing Messages about Tobacco Products throu p171-208

互联网和社交媒体网站作为信息来源的使用迅速增加，为烟草促销和新出现的烟草产品正常化提供了机会，然后才能对其进行管制。尽管互联网使用率上升，但人们对互联网和社交媒体网站在向烟草使用者和潜在使用者传递支持烟草的营销信息方面的作用了解有限。烟草行业如何在网上发布与烟草有关的信息，个人如何接收、感知和传播有关烟草产品的信息，以及这些信息如何影响他们对烟草产品的使用，需要更多的信息。这项研究将全面了解烟草公司通过社交媒体与客户和潜在客户沟通的方式，以及烟草用户通过其社交网络转换和传播这些信息的方式。这将提供关于新烟草产品如何传播到弱势人群以及需要哪些类型的健康教育信息来对抗这些影响的重要新信息。建议的研究将会达致以下目标： �记录了烟草行业如何在网上与潜在客户进行沟通。监控烟草公司和品牌网站，描述烟草信息的框架和内容，说明新兴烟草产品(鼻烟、可溶物质、电子烟和小雪茄)的风险和好处。 �了解个人如何在网上转换烟草信息。监控社交媒体网站(Twitter、 YouTube)和烟草公司网站上的留言板，以检测与烟草相关的内容随着时间的推移的趋势。对这些消息进行内容分析。确定提供有关烟草产品的有影响力的信息的在线意见领袖，并记录他们的特征。 �描述了个人在网上收到的与烟草相关的信息。与项目3合作，该项目正在对南加州的年轻人进行调查，确定个人如何通过社交媒体交流和分享与烟草有关的信息。评估他们接受的烟草营销类型，并与他人分享。评估他们对烟草产品的健康知识水平，并确定需要进行公共教育的主题。确定FDA可以用来最有效地传播这些信息的沟通渠道和信息。

The rapidly increasing use of the Internet and social media sites as a source of information presents an opportunity for tobacco promotions and normalization of emerging tobacco products before they can be regulated. Despite the rise in Internet use, there is limited understanding of the role of the Internet and social media sites in transmitting pro-tobacco marketing messages to tobacco users and potential users. More information is needed about the ways in which the tobacco industry places tobacco-related messages online, how individuals receive, perceive, and disseminate information about tobacco products, and how this information impacts their use of tobacco products. This study will provide a comprehensive understanding of the ways in which tobacco companies communicate with their customers and potential customers through social media, as well as the ways in which tobacco users transform and disseminate these messages through their social networks. This will provide important new information about how new tobacco products travel to vulnerable populations and which types of health education messages are needed to counter these influences. The proposed study will achieve the following aims: � Document how the tobacco industry communicates with potential customers online. Monitor tobacco company and brand websites to describe framing and content of tobacco messages about risk and benefits of emerging tobacco products (snus, dissolvables, e-cigarettes and little cigars). � Understand how individuals transform tobacco messages online. Monitor social media sites (Twitter, YouTube) and message boards on tobacco company sites to detect trends in tobacco-related content over time. Conduct content analyses of these messages. Identify online opinion leaders who provide influential information about tobacco products, and document their characteristics. � Describe the tobacco-related messages that individuals receive online. In collaboration with Project #3, which is conducting surveys of young adults in Southern California, determine how individuals communicate and share tobacco-related information through social media. Assess the types of tobacco marketing they receive and share with others. Assess their level of health literacy about tobacco products and identify topics on which public education is needed. Identify communication channels and messages that could be used by FDA to disseminate these messages most effectively.