Relation between newspaper coverage of tobacco issues and smoking attitudes and behaviour among American teens.

OBJECTIVE: Geographic variation in youth smoking prevalence suggests that community-level factors influence risk of tobacco use. We examine the extent to which newspaper coverage of tobacco issues is related to youth smoking attitudes and behaviours. DESIGN: We conducted a content analysis of 8390 newspaper articles on tobacco issues from 386 daily newspapers circulating at 5% or more in 2001-3 Monitoring the Future (MTF) survey communities. This resulted in the creation of community level measures of news volume, content and valence. Associations between news and youth outcomes were assessed using logistic regression analyses adjusting for individual, geographic and tobacco policy factors linked to youth smoking and attitudes. SUBJECTS: 98,747 youth participating in the nationally representative school-based MTF annual surveys between 2001 and 2003. MAIN OUTCOME MEASURES: Perceived harm of smoking, perceived peer smoking, disapproval of smoking, smoking within the past 30 days, daily cigarette consumption. RESULTS: In the five months preceding survey administration, newspapers in MTF communities published an average of 11.9 tobacco related articles (range 0-55.7). Each 10-article increase in newspaper volume over the five-month period was associated with increased odds of perceiving great harm from smoking (OR = 1.04, p<0.01) and disapproving of smoking (OR = 1.04, p<0.05) and decreased odds of perceiving most or all friends smoke (0.94, p<0.01) and smoking in the past 30 days (OR = 0.93, p<0.001). No consistent association was found between the content or valence of coverage and youth smoking outcomes. CONCLUSIONS: Gaining and keeping tobacco on the media agenda is an important tool for tackling youth smoking. As volume appears to be the driving factor, media advocacy may be best targeted towards generating events and highlighting issues likely to increase and sustain news attention.

Appraisal of anti-smoking advertising by youth at risk for regular smoking: a comparative study in the United States, Australia, and Britain.

OBJECTIVE: To compare the similarity in how youth in the United States, Australia, and Britain appraise anti-smoking advertisements with different characteristics. DESIGN: Each participant viewed and evaluated a set of 10 anti-smoking adverts (from an overall total of 50 adverts) in a controlled experimental context using an audience response methodology. A structured telephone interview was completed one week after viewing the adverts, in which recall and engagement with the adverts by participants was evaluated. SUBJECTS: 615 youths who were experimenting with smoking or were susceptible nonsmokers. MAIN OUTCOME MEASURES: Measures of advert appraisal and engagement. RESULTS: Youth in the United States, Australia, and Britain responded in very similar ways to the same anti-smoking advertisements. In full multivariate models, the target audience of the advert and the advert theme were not related to the main outcome measures employed in this study. However, adverts with visceral negative or personal testimonial executional characteristics were appraised more positively by youths and were more likely to be recalled, thought about, and discussed at follow up one week later. CONCLUSIONS: Youths in three different countries responded to anti-smoking advertisements in very similar ways, suggesting that such adverts might be more actively shared among nations. The appraisal of, and engagement with, the anti-smoking adverts, however, varied substantially depending on executional characteristics. In the design of effective anti-smoking adverts, due attention needs to be paid to those characteristics that appear to most engage youth across different social and cultural environments.