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，并分析这些倡议对媒体框架行业和吸烟行为的影响。在美国，吸烟是最重要的可预防的死亡原因，增加了肺癌、其他癌症和其他严重疾病的风险。有证据表明，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。行业去合法化和孤立战略，包括媒体宣传活动，有助于建立一场全国性的反对烟草使用的基层运动，并打击行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，烟草行业最近积极推动的企业责任倡议可能会危及SUC方法的持续有效性。具体目标：#1)检索和分析烟草行业文件，以描述烟草行业所做的努力：a)利用企业社会责任举措进行公关和营销；b)维持和提高吸烟的社会可接受性；c)利用企业社会责任举措影响烟草控制政策的制定；d)将企业社会责任举措定位为对抗诉讼；e)使自己成为健康信息的来源；f)与烟草和非烟草相关的公共卫生团体结成联盟；g)在控烟运动内部建立分支机构；h)破坏以非吸烟合法化和烟草行业合法化为重点的控烟努力。#2)：评估烟草行业企业社会责任倡议对a)烟草行业和b)吸烟行为的媒体框架的影响。这一描述性项目将利用档案研究以及内容和框架分析。这项关于烟草行业企业社会责任努力的创新性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，它还将增进对该行业在促进社会对吸烟的接受程度方面的作用的了解。

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.