Department of Society, Human Development, and Health, Harvard School of Public Health and Dana-Farber Cancer Institute Boston, Massachusetts, USA.
Tob Control. 2010 Jun;19(3):191-6. doi: 10.1136/tc.2009.031260. Epub 2009 Dec 11.
To assess the relative, independent contribution of reported tobacco-specific media exposure (pro-tobacco advertising, anti-tobacco advertising, and news coverage of tobacco issues) to US adults' support for policy efforts that aim to regulate the portrayal of smoking in movies.
Using the American Legacy Foundation's 2003 American Smoking and Health Survey (ASHES-2), multivariable logistic regression was used to model the predicted probability that US adults support movie-specific tobacco control policies, by reported exposure to tobacco-specific media messages, controlling for smoking status, education, income, race/ethnicity, age, sex, knowledge of the negative effects of tobacco and state.
Across most outcome variables under study, findings reveal that reported exposure to tobacco-specific media messages is associated with adult attitudes towards movie-specific policy measures. Most exposure to tobacco information in the media (with the exception of pro-tobacco advertising on the internet) contributes independently to the prediction of adult support for movie-specific policies. The direction of effect follows an expected pattern, with reported exposure to anti-tobacco advertising and news coverage of tobacco predicting supportive attitudes towards movie policies, and reported exposure to pro-tobacco advertising lessening support for some movie policies, though the medium of delivery makes a difference.
Media campaigns to prevent tobacco use and exposure to secondhand smoke have had value beyond the intended impact of single-issue campaigns; exposure to anti-tobacco campaigns and public dialogue about the dangers of tobacco seem also to be associated with shaping perceptions of the social world related to norms about tobacco, and ideas about regulating the portrayal of smoking in movies.
评估报告的烟草特定媒体暴露（赞成烟草广告、反对烟草广告和烟草问题新闻报道）对美国成年人支持旨在规范电影中吸烟描绘的政策努力的相对独立贡献。
利用美国遗产基金会 2003 年美国吸烟与健康调查（ASHES-2），采用多变量逻辑回归模型，根据报告的对烟草特定媒体信息的暴露情况，对美国成年人支持特定于电影的烟草控制政策的预测概率进行建模，控制吸烟状况、教育程度、收入、种族/民族、年龄、性别、对烟草负面影响的了解和州。
在所研究的大多数结果变量中，研究结果表明，报告的对烟草特定媒体信息的暴露与成年人对特定于电影的政策措施的态度有关。大多数媒体中的烟草信息暴露（互联网上的赞成烟草广告除外）对成人对电影特定政策的支持具有独立的预测作用。影响的方向遵循预期模式，报告的反对烟草广告和烟草问题的新闻报道预测对电影政策的支持态度，而报告的赞成烟草广告则降低了对某些电影政策的支持，尽管传播媒介有所不同。
预防烟草使用和接触二手烟的媒体运动的价值超出了单一问题运动的预期影响；接触反对烟草运动和关于烟草危险的公众对话似乎也与塑造与烟草有关的社会规范的感知有关，并与监管电影中吸烟描绘的想法有关。
