以色列对IQOS的新闻媒体报道：三个亚群体的比较。
IQOS news media coverage in Israel: a comparison across three subpopulations.
作者信息
Khayat Amal, Bar-Zeev Yael, Kaufman Yechiel, Berg Carla, Abroms Lorien, Duan Zongshuan, LoParco Cassidy R, Wang Yan, Cui Yuxian, Levine Hagai
机构信息
Braun School of Public Health and Community Medicine, Hebrew University of Jerusalem Faculty of Medicine, Jerusalem, Israel
Hadassah Medical Center, Jerusalem, Israel.
出版信息
Tob Control. 2024 Jul 16. doi: 10.1136/tc-2023-058422.
BACKGROUND
Philip Morris International's (PMI) IQOS, a leading heated tobacco product globally, entered the Israeli market in 2016. IQOS and/or electronic cigarette use is higher in Israel's Arab population (2.8% vs 1.2% of Jews). However, previous research indicated possible targeting of the Ultra-orthodox Jewish population with more IQOS paid ads. This paper examined how IQOS is framed in news media articles directed at three subpopulations in Israel: Arab, Ultra-orthodox Jews and general public.
METHODS
Media articles (January-October 2020) were obtained from Ifat media and were coded using abductive coding. Characteristics of articles (photo and article content) targeting each subpopulation were compared using χ, Fisher's exact test, one-way analysis of variance and median test, as appropriate.
RESULTS
Of the 63 unique articles identified, 16 targeted Arab, 24 Ultra-orthodox Jews and 23 general public. Arab and Ultra-orthodox Jewish media significantly differed from the general public's media in their positive framing of PMI (100% Arab and 75% Ultra-orthodox Jews vs 52% general public, p=0.004), and IQOS (100% Arab and 88% Ultra-orthodox Jews vs 61% general public, p=0.006). Arab media differed from others by highlighting IQOS' retail locations (81% vs 17% Ultra-orthodox Jews and 13% general public), social benefits (88% vs 8% Ultra-orthodox Jews and 17% general public) and reflecting content from PMI's press release (100% vs 46% Ultra-orthodox Jews and 35% general public; ps <0.001).
CONCLUSIONS
IQOS was framed more positively in media targeting minority populations (Arab and Ultra-orthodox Jews), compared with general public. Arabic media in particular emphasised IQOS' retail accessibility and social benefits. These findings highlight the need for media surveillance and regulation, especially of minority-oriented media.
背景
菲利普·莫里斯国际公司（PMI）的IQOS是全球领先的加热烟草产品，于2016年进入以色列市场。在以色列阿拉伯人群中，IQOS和/或电子烟的使用率更高（阿拉伯人中有2.8%，犹太人中有1.2%）。然而，先前的研究表明，IQOS付费广告可能更多地针对极端正统犹太人群体。本文研究了IQOS在针对以色列三个亚群体的新闻媒体文章中的呈现方式：阿拉伯人、极端正统犹太人以及普通公众。
方法
从Ifat媒体获取2020年1月至10月的媒体文章，并使用溯因编码进行编码。根据情况，使用χ检验、费舍尔精确检验、单因素方差分析和中位数检验比较针对每个亚群体的文章特征（照片和文章内容）。
结果
在确定的63篇独特文章中，16篇针对阿拉伯人，24篇针对极端正统犹太人，23篇针对普通公众。阿拉伯和极端正统犹太媒体在对PMI的正面呈现方面与普通公众媒体有显著差异（阿拉伯人中有100%，极端正统犹太人中有75%，而普通公众中有52%，p = 0.004），以及在对IQOS的正面呈现方面（阿拉伯人中有100%，极端正统犹太人中有88%，而普通公众中有61%，p = 0.006）。阿拉伯媒体与其他媒体的不同之处在于突出了IQOS的零售地点（阿拉伯人中有81%，极端正统犹太人中有17%，普通公众中有13%）、社会效益（阿拉伯人中有88%，极端正统犹太人中有8%，普通公众中有17%）以及反映PMI新闻稿中的内容（阿拉伯人中有100%，极端正统犹太人中有46%，普通公众中有35%；p值<0.001）。
结论
与普通公众相比，IQOS在针对少数群体（阿拉伯人和极端正统犹太人）的媒体中得到了更积极的呈现。特别是阿拉伯语媒体强调了IQOS的零售可及性和社会效益。这些发现凸显了对媒体进行监督和监管的必要性，尤其是对面向少数群体的媒体。
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