Kostygina Ganna, Hahn Ellen J, Rayens Mary Kay
Center for Tobacco Control Research and Education, University of California San Francisco, San Francisco, CA, USA and Tobacco Policy Research Program, University of Kentucky College of Nursing, Lexington, KY, USA.
Health Educ Res. 2014 Feb;29(1):58-71. doi: 10.1093/her/cyt087. Epub 2013 Aug 22.
Rural residents are exposed to sophisticated tobacco advertising and tobacco growing represents an economic mainstay in many rural communities. There is a need for effective health messages to counter the pro-tobacco culture in these communities. To determine relevant cultural themes and key message features that affect receptivity to pro-health advertisements among rural residents, 11 exploratory focus groups and surveys with community advocates (N = 82) in three rural Kentucky counties were conducted. Participants reviewed and rated a collection of print media advertisements and branding materials used by rural communities to promote smoke-free policies. Findings reveal that negative emotional tone, loss framing, appeals to religiosity, and shifting focus away from smokers are effective strategies with rural audiences. Potential pitfalls were identified. Attacks on smokers may not be a useful strategy. Health risk messages reinforced beliefs of secondhand smoke harm but some argued that the messages needed to appeal to smokers and emphasize health hazards to smokers, rather than to non-smokers only. Messages describing ineffectiveness of smoking sections were understood but participants felt they were only relevant for restaurants and not all public spaces. Emphasis on religiosity and social norms shows promise as a culturally sensitive approach to promoting smoke-free environments in rural communities.
农村居民接触到复杂的烟草广告，而且烟草种植是许多农村社区的经济支柱。需要有效的健康信息来对抗这些社区中的亲烟草文化。为了确定影响农村居民对健康促进广告接受度的相关文化主题和关键信息特征，在肯塔基州的三个农村县与社区倡导者（N = 82）进行了11次探索性焦点小组讨论和调查。参与者对农村社区用于推广无烟政策的一系列平面媒体广告和宣传材料进行了审查和评级。研究结果表明，负面情绪基调、损失框架、诉诸宗教信仰以及将焦点从吸烟者身上转移开是对农村受众有效的策略。同时也确定了潜在的陷阱。攻击吸烟者可能不是一个有用的策略。健康风险信息强化了二手烟危害的观念，但一些人认为这些信息需要吸引吸烟者并强调对吸烟者的健康危害，而不仅仅是针对不吸烟者。描述吸烟区无效的信息被理解，但参与者认为它们只与餐馆相关，而不适用于所有公共场所。强调宗教信仰和社会规范有望成为在农村社区促进无烟环境的一种文化敏感方法。
