“值得传播的一股清新空气”：零售商放弃销售烟草的媒体报道。
"A breath of fresh air worth spreading": media coverage of retailer abandonment of tobacco sales.
机构信息
The authors are with the Department of Social and Behavioral Sciences, University of California, San Francisco.
出版信息
Am J Public Health. 2014 Mar;104(3):562-9. doi: 10.2105/AJPH.2013.301564. Epub 2014 Jan 16.
OBJECTIVES
Media play an important role in the diffusion of innovations by spreading knowledge of their relative advantages. We examined media coverage of retailers abandoning tobacco sales to explore whether this innovation might be further diffused by media accounts.
METHODS
We searched online media databases (Lexis Nexis, Proquest, and Access World News) for articles published from 1995 to 2011, coding retrieved items through a collaborative process. We analyzed the volume, type, provenance, prominence, and content of coverage.
RESULTS
We found 429 local and national news items. Two retailers who were the first in their category to end tobacco sales received the most coverage and the majority of prominent coverage. News items cited positive potential impacts of the decision more often than negative potential impacts, and frequently referred to tobacco-caused disease, death, or addiction. Letters to the editor and editorials were overwhelmingly supportive.
CONCLUSIONS
The content of media coverage about retailers ending tobacco sales could facilitate broader diffusion of this policy innovation, contributing to the denormalization of tobacco and moving society closer to ending the tobacco epidemic. Media advocacy could increase and enhance such coverage.
目的
媒体在创新的传播中发挥着重要作用，传播有关相对优势的知识。我们考察了媒体对零售商放弃烟草销售的报道，以探讨媒体报道是否可能进一步推动这一创新的扩散。
方法
我们在在线媒体数据库（Lexis Nexis、Proquest 和 Access World News）中搜索了 1995 年至 2011 年期间发表的文章，通过协作过程对检索到的项目进行编码。我们分析了报道的数量、类型、来源、显著程度和内容。
结果
我们发现了 429 篇本地和全国性的新闻报道。两家率先停止销售烟草的零售商获得了最多的报道和大部分突出的报道。新闻报道提到该决定的积极潜在影响多于消极潜在影响，并且经常提到烟草引起的疾病、死亡或成瘾。读者来信和社论则压倒性地表示支持。
结论
媒体对零售商停止销售烟草的报道内容可能会促进这一政策创新的更广泛传播，有助于使烟草正常化，并使社会更接近结束烟草流行。媒体宣传可以增加和加强这种报道。
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