Marijuana ads in traditional and social media: Influence and policy implications
传统和社交媒体中的大麻广告:影响和政策影响
基本信息
- 批准号:9540003
- 负责人:
- 金额:$ 40.39万
- 依托单位:
- 依托单位国家:美国
- 项目类别:
- 财政年份:2017
- 资助国家:美国
- 起止时间:2017-08-29 至 2020-06-30
- 项目状态:已结题
- 来源:
- 关键词:21 year oldAddressAdolescenceAdolescentAdolescent marijuana useAdoptionAdultAdvertisementsAdvertisingAffectAlcoholsAreaBehaviorBehavioralBrainBusinessesConsumptionCross-Sectional StudiesDataDevelopmentEnvironmentEvaluationExposure toFutureGoalsGuidelinesHealthHealth behaviorInfluentialsInjuryIntentionInterventionLawsLegalLegal StatusLinkLiteratureMarijuanaMediatingMethodsOutcomeOutcome StudyPoliciesPopulationProcessPublic HealthPublic OpinionPublished CommentResearchResearch PersonnelRiskRisk BehaviorsRisk FactorsRoleShapesSocial BehaviorSourceStandardizationStatutes and LawsSurveysTeenagersTimeTobaccoVisualVulnerable PopulationsWashingtonWorkYouthadolescent healthbehavioral constructbillboardcognitive developmentconcept mappingdesignimpaired driving performancemarijuana usephrasespolicy implicationpreventsocialsocial mediatheories
项目摘要
ABSTRACT
Adolescence is a critical developmental time period in which experimentation with marijuana is common.
Marijuana use in adolescence is associated with negative health consequences including effects on cognitive
development and increased injury risks. The legalization of adult recreational marijuana use will affect
adolescents even though there are legal limitations on their ability to purchase marijuana in stores. Teens are
now exposed to recreational marijuana promotions through social media such as Facebook and Twitter, and
traditional advertisements (ads) such as billboards along major roadways. Previous research on tobacco and
alcohol illustrate that advertising contributes to adolescents’ initiation of these substances. Marijuana
promotions present several new public health challenges such as focused efforts in the social media space,
which include providing messages linking marijuana to positive health outcomes and influencing norms around
marijuana use. At present, critical unanswered questions include: 1) the reach of marijuana promotions and
ads to adolescents in a state where recreational marijuana is legal, 2) strategies that marijuana promotions and
ads use to influence consumers and target youth, and 3) how adolescents interpret these marijuana
promotions and ads. Now is a critical time to understand marijuana promotions and ads while policies that
regulate them are nascent or emerging. Our over-arching goal is to address these critical gaps in the literature
towards informing theory, policy and future interventions. This proposal includes three linked aims towards this
goal. Our conceptual approach will be the Theory of Normative Social Behavior (TNSB) which supports the
role of injunctive norms in predicting behavior. Aim 1: We will conduct a cross-sectional survey of adolescents
in the Seattle metro area (n=500) to determine the local reach of marijuana promotions and ads in a state
where recreational marijuana is legalized. We will determine risk factors for exposure to marijuana promotions
and ads, and investigate associations between marijuana promotion/ad exposure and intention to use
marijuana mediated by TNSB constructs. Aim 2: We will conduct a content analysis of one year of recreational
marijuana promotions on social media (estimated 20,000 posts) and ads including billboard and print applying
TNSB constructs. Aim 3: We will work with adolescents (n=160) as stakeholders to develop a concept map
representing key concepts in how marijuana promotions and ads exert influence. We will determine how the
concepts in this stakeholder-driven concept map are similar or different to those represented in tobacco and
alcohol ads, and compare these key influential concepts to those in existing health behavior theory such as
TNSB. This proposal is consistent with the research goals outlined in PAS-14-020: Public Health Impact of the
Changing Policy/Legal Environment for Marijuana. Our study team includes investigators with expertise in
social media, adolescent health, advertisements and marijuana. The outcomes of this ambitious and
comprehensive study will inform theory, policy and interventions to prevent marijuana use among adolescents.
抽象的
青春期是一个关键的发育时期,大麻实验是很常见的。
青春期吸食大麻与负面健康后果相关,包括对认知的影响
成人娱乐性大麻使用的合法化将影响发展和增加的伤害风险。
尽管法律限制青少年在商店购买大麻。
现在通过 Facebook 和 Twitter 等社交媒体接触到娱乐性大麻促销活动,并且
传统广告(广告),例如主要道路上的广告牌,以及先前对烟草和烟草的研究。
酒精表明广告有助于青少年吸食这些物质。
促销活动带来了一些新的公共卫生挑战,例如社交媒体领域的集中努力,
其中包括提供将大麻与积极的健康结果联系起来的信息,并影响周围的规范
目前,尚未解决的关键问题包括:1)大麻促销的范围和范围。
在娱乐性大麻合法的州向青少年发布广告,2) 大麻促销和宣传的策略
广告用来影响消费者并针对青少年,以及 3) 青少年如何解读这些大麻
现在是了解大麻促销和广告以及相关政策的关键时刻。
我们的首要目标是解决文献中的这些关键空白。
该提案包括三个相互关联的目标。
我们的概念方法将是规范社会行为理论(TNSB),它支持
强制规范在预测行为中的作用 目标 1:我们将对青少年进行横断面调查。
西雅图都市区 (n=500) 以确定某个州大麻促销和广告的当地覆盖范围
在娱乐性大麻合法化的地方,我们将确定接触大麻促销活动的风险因素。
和广告,并调查大麻促销/广告曝光与使用意图之间的关联
目标 2:我们将对一年的娱乐活动进行内容分析。
社交媒体上的大麻促销活动(估计有 20,000 个帖子)和广告,包括广告牌和印刷品申请
TNSB 构建目标 3:我们将与作为利益相关者的青少年 (n=160) 合作制定概念图。
代表大麻促销和广告如何发挥影响力的关键概念。
这个利益相关者驱动的概念图中的概念与烟草和烟草中所代表的概念相似或不同。
酒精广告,并将这些关键的有影响力的概念与现有健康行为理论中的概念进行比较,例如
该提案与 PAS-14-020:公共卫生影响中概述的研究目标一致。
我们的研究团队包括具有专业知识的调查人员。
社交媒体、青少年健康、广告和大麻。
综合研究将为防止青少年吸食大麻的理论、政策和干预措施提供信息。
项目成果
期刊论文数量(0)
专著数量(0)
科研奖励数量(0)
会议论文数量(0)
专利数量(0)
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MEGAN A. MORENO其他文献
MEGAN A. MORENO的其他文献
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{{ truncateString('MEGAN A. MORENO', 18)}}的其他基金
A longitudinal study investigating TDM and adolescent health and development: Brain, Behavior and well-Being
一项调查 TDM 与青少年健康和发展的纵向研究:大脑、行为和福祉
- 批准号:
10532012 - 财政年份:2022
- 资助金额:
$ 40.39万 - 项目类别:
A longitudinal study investigating TDM and adolescent health and development: Brain, Behavior and well-Being
一项调查 TDM 与青少年健康和发展的纵向研究:大脑、行为和福祉
- 批准号:
10703458 - 财政年份:2022
- 资助金额:
$ 40.39万 - 项目类别:
Using TDM to understand mechanisms in adolescent health and risk behavior
使用 TDM 了解青少年健康和危险行为的机制
- 批准号:
10532013 - 财政年份:2022
- 资助金额:
$ 40.39万 - 项目类别:
Using TDM to understand mechanisms in adolescent health and risk behavior
使用 TDM 了解青少年健康和危险行为的机制
- 批准号:
10703459 - 财政年份:2022
- 资助金额:
$ 40.39万 - 项目类别:
Displayed social media references to sobriety, abstinence and moderation (SAM): Prevalence, predictors and possibilities
显示社交媒体对清醒、节制和节制 (SAM) 的提及:普遍性、预测因素和可能性
- 批准号:
10321186 - 财政年份:2021
- 资助金额:
$ 40.39万 - 项目类别:
Displayed social media references to sobriety, abstinence and moderation (SAM): Prevalence, predictors and possibilities
显示社交媒体对清醒、节制和节制 (SAM) 的引用:普遍性、预测因素和可能性
- 批准号:
10493253 - 财政年份:2021
- 资助金额:
$ 40.39万 - 项目类别:
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