Logan R A, Longo D R
University of Missouri-Columbia School of Journalism, USA.
J Health Care Finance. 1999 Summer;25(4):77-90.
This article provides a variety of alternative theoretical issues and new research directions for smoking media campaign research. The first two generations of smoking media campaign research are reviewed and new ideas about public resistance and resolving complex issues are explored. The authors critique the limits of current campaign theory and their premise that how the public resolves issues such as smoking cessation needs to be seen in a broader context. The consciousness raising, working through, and resolution stages each present a series of different research challenges and issues for investigators. These are: (1) an assessment of the perceived credibility by the target audience toward mass media, news media, health care providers, tobacco firms, area health care agencies, the health care delivery system, and different classes of providers, (2) how smokers and nonsmokers differ on the linkage among biomedical, epidemiological, and toxicological controversies, (3) how smoking issues are managed within arenas, (4) how arenas potentially undermine popular participation in public policy formation, and (5) how in the creation of dialogue there should be dual emphases on the viability of the concept and tactics.
本文为吸烟媒体宣传活动研究提供了各种替代性理论问题和新的研究方向。回顾了前两代吸烟媒体宣传活动研究，并探讨了关于公众抵制和解决复杂问题的新观点。作者批评了当前宣传活动理论的局限性以及其前提假设，即公众如何解决诸如戒烟等问题需要在更广泛的背景下看待。意识提升、深入探讨和解决阶段分别给研究者带来了一系列不同的研究挑战和问题。这些挑战和问题包括：（1）评估目标受众对大众媒体、新闻媒体、医疗保健提供者、烟草公司、地区医疗保健机构、医疗保健提供系统以及不同类别的提供者的可信度感知；（2）吸烟者和非吸烟者在生物医学、流行病学和毒理学争议之间的联系上有何不同；（3）在各个领域中如何处理吸烟问题；（4）各个领域如何潜在地破坏公众对公共政策形成的参与；（5）在创建对话时，如何在概念和策略的可行性上进行双重强调。
