Brinn Malcolm P, Carson Kristin V, Esterman Adrian J, Chang Anne B, Smith Brian J
Clinical Practice Unit, The Queen Elizabeth Hospital, 4A Main Building, 28 Woodville Road Woodville South, Adelaide, South Australia, Australia, 5011.
Cochrane Database Syst Rev. 2010 Nov 10(11):CD001006. doi: 10.1002/14651858.CD001006.pub2.
The mass media have been used as a way of delivering preventive health messages. They have the potential to reach and to modify the knowledge, attitudes and behaviour of a large proportion of the community.
To evaluate the effectiveness of mass media interventions to prevent smoking in young people in terms of reduced smoking uptake, in addition to secondary outcomes including improved smoking outcomes, attitudes, behaviours, knowledge, self-efficacy and perception.
We searched the Cochrane Tobacco Addiction Group Specialised Register and conducted additional searches of MEDLINE and EMBASE in July 2010.
Randomized trials, controlled trials without randomization and time series studies that assessed the effectiveness of mass media campaigns (defined as channels of communication such as television, radio, newspapers, bill boards, posters, leaflets or booklets intended to reach large numbers of people and which are not dependent on person to person contact) in influencing the smoking behaviour (either objective or self-reported) of young people under the age of 25 years.
Information relating to the characteristics and the content of media interventions, participants, outcomes, methods of the study and risk of bias was abstracted by two independent reviewers. Studies were combined using qualitative narrative synthesis.
Seven out of a total of 84 studies reporting information about mass media smoking campaigns met all of the inclusion criteria. All seven studies used a controlled trial design. Three studies concluded that mass media reduced the smoking behaviour of young people. All of the effective campaigns had a solid theoretical basis, used formative research in designing the campaign messages, and message broadcast was of reasonable intensity over extensive periods of time.
AUTHORS' CONCLUSIONS: There is some evidence that mass media can prevent the uptake of smoking in young people, however the evidence is not strong and contains a number of methodological flaws.
大众媒体已被用作传递预防性健康信息的一种方式。它们有潜力影响并改变很大一部分社区人群的知识、态度和行为。
除了包括改善吸烟状况、态度、行为、知识、自我效能感和认知等次要结果外，评估大众媒体干预措施在减少年轻人吸烟率方面预防年轻人吸烟的有效性。
我们检索了Cochrane烟草成瘾小组专业注册库，并于2010年7月对MEDLINE和EMBASE进行了额外检索。
随机试验、非随机对照试验和时间序列研究，这些研究评估了大众媒体宣传活动（定义为电视、广播、报纸、广告牌、海报、传单或小册子等传播渠道，旨在覆盖大量人群且不依赖人际接触）对25岁以下年轻人吸烟行为（客观或自我报告）的影响。
两名独立评审员提取了与媒体干预措施的特征和内容、参与者、结果、研究方法以及偏倚风险相关的信息。采用定性叙述性综合分析对研究进行合并。
在总共84项报告大众媒体吸烟宣传活动信息的研究中，有7项符合所有纳入标准。所有7项研究均采用对照试验设计。三项研究得出结论，大众媒体减少了年轻人的吸烟行为。所有有效的宣传活动都有坚实的理论基础，在设计宣传信息时采用了形成性研究，并且信息在较长时间内以合理的强度进行传播。
有一些证据表明大众媒体可以预防年轻人吸烟，但证据并不充分，且存在一些方法学上的缺陷。
