Responses to Public Health Campaigns

描述(由申请人提供) 大量证据表明，除了个人行为改变战略外，公共卫生努力还必须投入资源来改变烟草使用的文化和政策背景。因此，倡导者不仅努力改变公众对烟草使用的看法，还努力改变公众对“烟草流行媒介”--烟草业的看法。因此，许多公共卫生运动，包括国家资助的媒体运动，都将重点放在烟草行业及其活动上，以使烟草使用非正常化，并促进公众对烟草控制措施的支持。 这项研究的总体目标是检索和分析烟草行业的内部文件，以描述该行业用来应对公共卫生/烟草控制以及其他将公众注意力集中在烟草行业行为上的运动所带来的挑战的具体战略和战术(“以行业为重点的运动”)。拟议的研究是描述性的和历史性的。研究设计是一项系统的历史/档案调查，使用可公开获得的文本资料，其结果将用于开发一套相互关联的比较案例研究。 该项目的具体目标是：1)检索和分析烟草行业内部文件，以描述烟草行业对公共卫生/烟草控制以及呼吁公众关注行业行为的其他运动的反应(“以行业为重点的运动”)。这项分析将特别侧重于行业内部企业和公关对使用或威胁使用a)抵制、b)股东行动、c)公众示威和/或d)国家赞助的媒体活动的此类活动的反应；以及2)使用公共关系理论作为基本框架，准备一组案例研究，描述和比较以行业为重点的活动，并分析哪些活动似乎在促进改变行业行为方面最有效，以实现烟草控制目标。

DESCRIPTION (provided by applicant) Considerable evidence suggests that in addition to individual behavior change strategies, public health efforts must devote resources to changing the cultural and policy contexts of tobacco use. Advocates have therefore worked to change public perceptions not only about tobacco use, but also about the "vector of the tobacco epidemic," the tobacco industry. Thus numerous public health campaigns, including state-funded media campaigns, have included a focus on the tobacco industry and its activities in order to denormalize tobacco use and promote public support for tobacco control measures. The overall objective of this study is to retrieve and analyze internal tobacco industry documents in order to describe specific strategies and tactics the industry uses to address the challenges posed by public health/tobacco control and other campaigns that focus public attention on the behaviors of the tobacco industry ("Industry-Focused Campaigns"). The proposed research is descriptive and historical. The study design is a systematic historical/archival inquiry using publicly available textual sources, results of which will be used to develop a linked set of comparative case studies. The specific aims of the project are : 1) Retrieve and analyze internal tobacco industry documents in order to describe the tobacco industry's responses to public health/tobacco control and other campaigns that call public attention to industry behavior ("Industry-Focused Campaigns"). This analysis will focus specifically on industry internal corporate and public relations responses to such campaigns that use or threaten to use a) boycotts, b) shareholder actions, c) public demonstrations, and/or d) state-sponsored media campaigns; and 2) Using public relations theory as an underlying framework, prepare a set of case studies describing and comparing Industry-Focused Campaigns and analyzing which appear to be most effective in facilitating changes in industry behavior that address tobacco control objectives.