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

描述（由申请人提供）：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。吸烟和饮酒是在青春期和青年时期开始的，研究提供了大量关于使用这两种物质的社会影响的文件。本研究聚焦于娱乐媒体与行销影响。到目前为止，每一项研究都是相对孤立的，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图像，以及对烟草和酒精营销的暴露进行独特的评估。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号码。调查间隔2个月，调查顺序随机分配。一项调查将评估接触娱乐媒体的吸烟图像、烟草营销、烟草使用和烟草态度。另一项调查将对酒精进行同样的调查。对娱乐媒体暴露的评估采用了先前经过验证的方法，该方法依赖于对电影和电视连续剧标题的识别，以及这些媒体场所的物质使用内容编码，将该方法从电影扩展到电视。对营销曝光的评估依赖于线索（去除品牌的酒精和烟草营销图像）回忆（受试者看到广告的频率以及他/她是否能识别广告中的品牌）。该调查将使我们能够首次比较高端品牌在目标细分市场（年轻人）的营销曝光率与青少年的曝光率，以便直接评估行业限制青少年曝光率的有效性。此外，我们将同时确定媒体和营销曝光与两个年龄组吸烟和饮酒的不同阶段之间的关系；据我们所知，从来没有人这样做过。这项竞争性修订所支持的研究活动是劳力密集的，将雇用全国各地电话银行的工作人员；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这些活动的工作时间，从而对《恢复法》的目标作出理想的反应。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断面关联。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，这项研究可能对世界各地的年轻人产生深远的公共卫生影响。最后，这项研究提供了一个机会来比较烟草营销的影响，烟草营销由于《总和解协议》等协议而受到高度限制，而酒精营销则相对不受限制。

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.