Visual Media Influences on Adolescent Smoking Behavior (Y10-14 Renewal)

描述(申请人提供)：吸烟是美国成年人肺癌的主要原因，也是其他疾病导致死亡的重要原因。饮酒也是导致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青年时期，研究提供了大量的文件，证明了社会影响对使用这两种物质的影响。这项研究的重点是娱乐媒体和营销的影响。到目前为止，每个研究都是在相对孤立的情况下进行的，主要是在青少年中进行的。在这项研究中，我们建议评估吸烟和饮酒的电影和电视画面的暴露，以及现场对烟草和酒精营销暴露的独特评估。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。调查将每隔2个月进行一次，顺序随机分配。一项调查将评估接触到娱乐媒体形象的吸烟、烟草营销、烟草使用和烟草态度。另一项调查也将对酒精进行同样的调查。对娱乐媒体曝光度的评估采用了一种以前经过验证的方法，该方法依赖于对电影和电视连续剧标题的识别，以及对这些媒体场所的内容编码以用于物质用途，将该方法从电影扩展到电视。对营销风险的评估依赖于CUED(去除品牌的烟酒营销形象)回忆(受试者看到广告的频率以及他/她是否能识别出正在做广告的品牌)。这项调查将使我们能够第一次将高端品牌在目标群体(年轻人)中的营销风险敞口与青少年的风险敞口进行比较，以便直接评估行业努力限制青少年风险敞口的有效性。此外，我们将同时确定媒体和营销曝光与两个年龄段的吸烟和酒精使用的不同阶段之间的联系；据我们所知，这是从未做过的。这一竞争性修订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，并使目前的兼职人员能够增加为这些活动工作的时间，从而为复苏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来估计青少年和年轻人接触娱乐、媒体和营销与物质使用的相对横截面关联。美国的电影和电视节目在世界各地发行，物质的营销也是如此；因此，这项研究可能会对世界各地的年轻人产生深远的公共健康影响。最后，这项研究提供了一个机会来比较烟草营销和相对不受限制的酒类营销的影响。由于《总和解协议》等协议，烟草营销受到了高度限制。 公共卫生相关性：在美国，吸烟和饮酒是可预防死亡的两大原因。该项目研究了青少年烟酒的使用与电影和电视中烟酒形象的接触以及行业赞助的营销/广告活动之间的关系。这项研究对公众健康具有重大意义，因为可以通过自愿的行业倡议或更多的政府监督来减少娱乐媒体和营销/广告活动中的烟草和酒精暴露。

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.