Visual Media Influences on Adolescent Smoking Behavior (Y10-14 Renewal)

视觉媒体对青少年吸烟行为的影响（Y10-14更新）

• 批准号: 7811135
• 负责人: JAMES D. SARGENT
• 金额: $ 300万
• 依托单位: DARTMOUTH COLLEGE
• 依托单位国家: 美国
• 财政年份: 2009
• 资助国家: 美国
• 起止时间: 2009-09-30 至 2011-09-29
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/7811135
• 关键词: Address; Adolescence; Adolescent; Adult; Advertising; Affect; Agreement; Alcohol abuse; Alcohol consumption; Alcohol or Other Drugs use; Alcoholic Beverages; Alcohols; Area; Attitude; Behavior; Budgets; Cells; Cellular Phone; Cigarette; Code; Contracts; Country; Data; Data Base Management; Digit structure; Documentation; Effectiveness; Electronic Mail; Evaluation; Exposure to; Familiarity; Goals; Government; Grant; Health Policy; Hour; Image; Industry; Institution; Knowledge; Label; Mails; Malignant neoplasm of gastrointestinal tract; Malignant neoplasm of lung; Manuscripts; Marketing; Measures; Mediating; Methodology; Methods; Modeling; Monograph; Occupations; Online Systems; Outcome; Ownership; Paper; Persons; Positioning Attribute; Procedures; Process; Production; Public Health; RHOA gene; Randomized; Recovery; Recruitment Activity; Relative (related person); Reporting; Research; Research Activity; Research Personnel; Resource Sharing; Risk Factors; Sampling; Screening procedure; Series; Smoke; Smoker; Smoking; Smoking Behavior; Staging; Surveys; Telephone; Telephone Interviews; Television; Testing; Time; Tobacco; Tobacco Dependence; Tobacco use; United States; Work; Youth; adolescent smoking; age group; alcohol cue; alcohol exposure; alcohol research; base; binge drinking; design; drinking; experience; food marketing; instrument; modifiable risk; mortality; movie; movie exposure; non-alcoholic; programs; public health relevance; response; skills; social; tobacco control; tobacco exposure; underage drinking; visual media; young adult

DESCRIPTION (provided by applicant): Smoking is the primary cause of lung cancer in US adults, and an important cause of mortality from other conditions. Alcohol use is also an important cause of gastrointestinal cancers. Onset of smoking and alcohol use occurs during adolescence and young adulthood, and research provides extensive documentation of social influence effects on use of both substances. This study focuses on entertainment media and marketing influences. Up to now, each has been studied in relative isolation, and primarily among adolescents. In this study, we propose to assess exposure to movie and television images of smoking and alcohol use, as well as field a unique assessment of exposure to tobacco and alcohol marketing. To accomplish these goals, we will conduct a random digit dial, two-wave survey of 1500 U.S. adolescents and 1500 young adults, including landline and cell phone lists. The surveys will be separated by 2 months, and their sequence randomly assigned. One survey will assess exposure to entertainment media images of smoking, tobacco marketing, tobacco use and tobacco attitudes. The other survey will do the same for alcohol. The assessment of exposure to entertainment media employs a previously validated method that relies on recognition of movie and television series titles, along with content coding of these media venues for substance use, extending this method from movies to television. The assessment of exposure to marketing relies on cued (alcohol and tobacco marketing images with the brand removed) recall (how often the subject has seen the ad and whether he/she can identify what brand is being advertised). The survey will allow us to compare, for the first time, exposure to marketing of premium brands in the target segment (young adults) with exposure among adolescents, in order to directly assess effectiveness of industry efforts to limit exposure among youth. Moreover, we will ascertain simultaneously, the association of media and marketing exposures with the various stages of smoking and alcohol use for both age groups; this has never been done to our knowledge. The research activity supported by this competing revision is labor-intensive and will employ staff in telephone banks across every region of the country; the work is expected to result in hiring of additional staff, as well as enabling increased hours of current part-timers to staff these activities, thus providing an ideal response to Recovery Act aims. This study provides an unsurpassed opportunity to estimate the relative cross-sectional associations for exposure to entertainment media and marketing with substance use in adolescents and young adults. U.S. movies and television shows are distributed worldwide, and marketing of substances as well; thus, the research could have far-reaching public health implications for young persons everywhere. Finally, the study offers an opportunity to compare the effects of tobacco marketing, which is highly restricted due to agreements like the Master Settlement Agreement, with the relatively unrestricted marketing of alcohol. PUBLIC HEALTH RELEVANCE: Tobacco and alcohol use are the two largest causes of preventable mortality in the United States. This project examines how use of tobacco and alcohol in adolescents and young adults may be related to exposure to images of tobacco and alcohol in movies and television, and to industry-sponsored marketing/advertising campaigns. This research has great public health importance, as exposures of tobacco and alcohol within entertainment media and marketing/advertising campaigns could be reduced, either by voluntary industry initiatives or by greater government oversight.

描述（由申请人提供）：吸烟是美国成年人肺癌的主要原因，也是其他疾病死亡的重要原因。饮酒也是胃肠道癌的重要原因。吸烟和饮酒的发作发生在青春期和成年期间，研究提供了广泛的社会影响力对两种物质使用的影响。这项研究重点是娱乐媒体和营销影响。到目前为止，已经对每个人进行了相对隔离的研究，主要是在青少年中进行的。在这项研究中，我们建议评估吸烟和饮酒的电影和电视图像，以及对暴露于烟草和酒精营销的独特评估。为了实现这些目标，我们将对1500名美国青少年和1500名年轻人进行随机数字拨号，包括座机和手机列表在内。调查将分开2个月，其顺序随机分配。一项调查将评估吸烟，烟草营销，烟草使用和烟草态度的娱乐媒体图像。另一项调查将对酒精做同样的事情。对娱乐媒体接触的评估采用了一种先前验证的方法，该方法依赖于对电影和电视连续剧的识别，以及这些媒体场所的内容编码以供毒品使用，从而将这种方法从电影到电视。对营销的接触评估取决于提示（删除品牌的酒精和烟草营销图像）召回（主题多久看过广告，以及他/她是否可以识别正在宣传什么品牌）。这项调查将使我们能够首次对目标细分市场（年轻人）中高级品牌的营销进行比较，并在青少年中接触，以直接评估行业努力限制青年人接触的效力。此外，我们将同时确定媒体和市场营销的曝光协会与两个年龄段的吸烟和饮酒阶段的各个阶段；据我们所知，这从来没有做到。这项竞争性修订支持的研究活动是劳动密集型的，将在该国每个地区的电话银行中雇用员工；预计这项工作将导致雇用额外的员工，并使当前的兼职人员增加时间为这些活动，从而为恢复法的目标提供了理想的回应。这项研究提供了一个无与伦比的机会，可以估计青少年和年轻人在娱乐媒体和营销中接触娱乐媒体和营销的相对横断面关联。美国电影和电视节目在全球范围内发行，物质的营销也是如此。因此，这项研究可能对各地的年轻人具有深远的公共卫生影响。最后，该研究提供了比较烟草营销的影响的机会，烟草营销的影响受到了高度限制，因为总体和解协议之类的协议与酒精的相对不受限制的营销。 公共卫生相关性：烟草和饮酒是美国可预防死亡率的两个最大原因。该项目研究了青少年和年轻人中烟草和酒精的使用如何与电影和电视中的烟草和酒精图像以及行业赞助的营销/广告活动有关。这项研究非常重要，因为通过志愿行业计划或大政府的监督，可以减少娱乐媒体和营销/广告活动中烟草和酒精的暴露。