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州和社区控烟努力中的作用。拟议项目的总体目标是：a)了解吸烟者和不吸烟者在媒体平台上接触到的与烟草有关的信息的数量和种类，以及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控烟工作至关重要，因为大众媒体的格局在过去五年中发生了根本性的变化，包括越来越复杂的互联网营销和广告战略、社交网络(如Facebook、Twitter和YouTube)、移动消息以及传统广播媒体日益碎片化的平台。因此，媒体平台上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，或者它们在各个人口群体中的使用量，可用的详细公开信息非常少。此外，关于吸烟者和不吸烟者在多大程度上接触到支持和反对烟草的信息，或者在媒体平台上进行了多少与烟草有关的信息寻求和交流，人们知之甚少。这项拟议的研究将在传统和新媒体平台上就新媒体消费、接触与吸烟相关的广告以及与吸烟/戒烟有关的信息寻求和交流进行首次大规模调查。通过将电视上与吸烟有关的信息的现有数据与作为拟议研究的一部分收集的新数据结合起来，该项目将首次全面描述吸烟者和非吸烟者被动地接触到的支持和反对烟草的信息的数量和种类，以及他们积极寻找和交流的信息。有了这些数据，我们将能够探索在不同的媒体平台上传递的与吸烟有关的信息是否与态度和吸烟行为有关，以及在多大程度上与态度和吸烟行为有关。此外，这些数据将使我们能够检查各种类型的烟草相关信息和媒体是否以及如何相互作用。

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.