The Tobacco Problem:Public Health Implications of Contested Frames

目标/基本原理：描述烟草行业的企业社会责任倡议并评估 它们对烟草控制的影响，并分析这些倡议对媒体框架的影响 工业和吸烟行为。烟草使用是最重要的单一可预防的死亡原因， 在美国，肺癌和其他癌症以及其他严重疾病的风险增加。相当可观 有证据表明，除了个人行为的改变，预防烟草相关的干预措施 癌症必须专注于改变烟草使用的文化和政策背景。行业去合法化 而孤立战略，包括媒体宣传活动，有助于建立一个全国性的基层 反对烟草使用的运动和打击行业破坏当地无烟政策的努力，这些政策 已证明在减少烟草使用方面是有效的。然而，这些措施的持续有效性 方法可能会受到烟草行业最近积极推动的企业社会的危害 责任倡议。具体目标：#1)检索和分析烟草行业文件，以便 描述烟草行业为：a)利用公司社会责任倡议进行公共关系和 营销目的；b)维持和增加吸烟的社会接受度；c)利用企业社会 影响烟草控制政策制定的责任举措；d)定位企业社会责任 作为抗辩诉讼的举措；e)将自己确立为卫生信息的来源；f)创建 与烟草和非烟草相关的公共卫生团体结盟；g)在 烟草控制运动；以及h)破坏以吸烟非正常化为重点的烟草控制努力 和烟草业合法化。#2)：评估烟草行业企业社会影响 关于a)烟草行业和b)吸烟行为的媒体框架的责任倡议。这 描述性项目将利用档案研究以及内容和框架分析。 烟草行业企业社会责任的努力将为制定 积极主动地对这些行业倡议做出公共卫生反应，并有助于从理论上理解 与公共卫生问题有关的框架。此外，它还将加强对该行业在 提高社会对吸烟的接受度。

Objectives/Rationale: To describe the tobacco industry's corporate social responsibility initiatives and assess their implications for tobacco control, and to analyze the impact of these initiatives on media framing of the industry and smoking behavior. Tobacco use is the most important single preventable cause of death and disease in the U.S., increasing risks for lung and other cancers and other serious illnesses. Considerable evidence suggests that in addition to individual behavior change, interventions to prevent tobacco related cancers must focus on changing the cultural and policy contexts of tobacco use. Industry delegitimization and isolation strategies, including media campaigns, have contributed to building a nationwide grassroots movement against tobacco use and countering industry efforts to derail local smokefree policies, which have been shown to be effective in reducing tobacco use. However, the ongoing effectiveness of such approaches may be jeopardized by the tobacco industry's recent, aggressively-promoted corporatesocial responsibility initiatives. Specific Aims: #1) Retrieve and analyze tobacco industry documents in order to describe tobacco industry efforts to: a) use corporate social responsibility initiatives for public relations and marketing purposes; b) sustain and increase the social acceptability of smoking; c) use corporate social responsibility initiatives to influence tobacco control policymaking; d) position corporate social responsibility initiatives as a defense against litigation; e) establish itself as a source of health information; f) create alliances with public health groups, both tobacco- and non-tobacco-related; g) sow divisions within the tobacco control movement; and h) undermine tobacco control efforts that focus on smoking denormalization and tobacco industry delegitimization. #2): Assess the influence of tobacco industry corporate social responsibility initiatives on media framing of a) the tobacco industry and b) smoking behavior. This descriptive project will utilize archival research and content and frames analyses.This innovative study of tobacco industry corporate social responsibility efforts will provide new knowledge essential for formulating proactive public health responses to these industry initiatives, and contribute to theoretical understandings of framing in relation to public health issues. In addition, it will enhance understanding of the industry's role in promoting the social acceptability of smoking.