The Tobacco Problem:Public Health Implications of Contested Frames

描述烟草行业的企业社会责任倡议，评估其对烟草控制的影响，并分析这些倡议对烟草行业和吸烟行为的媒体框架的影响。在美国，吸烟是导致死亡和疾病的最重要的单一可预防原因，它增加了患肺癌、其他癌症和其他严重疾病的风险。大量证据表明，除了改变个人行为外，预防烟草相关癌症的干预措施必须侧重于改变烟草使用的文化和政策背景。取缔烟草业和孤立烟草业的战略，包括媒体宣传，有助于建立一个全国性的反对烟草使用的基层运动，打击烟草业破坏地方无烟政策的努力，这些政策已被证明在减少烟草使用方面是有效的。然而，这些方法的持续有效性可能会因烟草业最近积极推动的企业社会责任倡议而受到损害。具体目标：#1)检索和分析烟草业文件，以描述烟草业的努力：a)将企业社会责任倡议用于公共关系和营销目的；B)维持并提高吸烟的社会可接受性；C)利用企业社会责任倡议影响烟草控制政策的制定；D)将企业社会责任倡议定位为诉讼辩护；E)使自己成为卫生信息的来源；F)与与烟草和非烟草有关的公共卫生组织建立联盟；G)在烟草控制运动中划分部门；h)破坏以使吸烟非正规化和使烟草业非合法化为重点的烟草控制工作。#2)：评估烟草行业企业社会责任倡议对媒体对a)烟草行业和b)吸烟行为的框架的影响。这个描述性项目将利用档案研究和内容和框架分析。这项对烟草业企业社会责任努力的创新研究，将为制定针对这些行业倡议的积极公共卫生对策提供必要的新知识，并有助于从理论上理解与公共卫生问题有关的框架。此外，它将加深人们对烟草业在促进社会接受吸烟方面所起作用的理解。

To describe the tobacco industry's corporate social responsibility initiatives and asses their implications for tobacco control, and to analyze the impact of these initiatives on media framing of th industry and smoking behavior. Tobacco use is the most important single preventable cause of death an disease in the U.S., increasing risks for lung and other cancers and other serious illnesses. Considerabl evidence suggests that in addition to individual behavior change, interventions to prevent tobacco relate cancers must focus on changing the cultural and policy contexts of tobacco use. Industry delegitimizatio and isolation strategies, including media campaigns, have contributed to building a nationwide grassroot movement against tobacco use and countering industry efforts to derail local smokefree policies, which hav been shown to be effective in reducing tobacco use. However, the ongoing effectiveness of suc approaches may be jeopardized by the tobacco industry's recent, aggressively-promoted corporatesocia responsibility initiatives. Specific Aims: #1) Retrieve and analyze tobacco industry documents in order t describe tobacco industry efforts to: a) use corporate social responsibility initiatives for public relations an marketing purposes; b) sustain and increase the social acceptability of smoking; c) use corporate socia responsibility initiatives to influence tobacco control policymaking; d) position corporate social responsibilit initiatives as a defense against litigation; e) establish itself as a source of health information; f) creat alliances with public health groups, both tobacco- and non-tobacco-related; g) sow divisions within th tobacco control movement; and h) undermine tobacco control efforts that focus on smoking denormalizatio and tobacco industry delegitimization. #2): Assess the influence of tobacco industry corporate socia responsibility initiatives on media framing of a) the tobacco industry and b) smoking behavior. Thi descriptive project will utilize archival research and content and frames analyses.This innovative study o tobacco industry corporate social responsibility efforts will provide new knowledge essential for formulatin proactive public health responses to these industry initiatives, and contribute to theoretical understandings o framing in relation to public health issues. In addition, it will enhance understanding of the industry's role i promoting the social acceptability of smoking.