Adolescents Perceptions of Pro- and Antitobacco Imagery and Marketing: Qualitative Study of Students from Suva, Fiji.

Gade Waqa,Wendy Snowdon,Becky Freeman,Judith Mccool

doi:10.1155/2015/602635

Abstract

Background. Many studies examining smoking uptake among young people in the Pacific have not included their exposure to tobacco control promotions in the media in their assessment. This study examines how Fijian students view tobacco and tobacco-related media depictions to gain insight into both drivers of smoking uptake and potential directions for prevention interventions. Methods. A sample of thirty Fijian students (15 male and 15 female) aged 14–17 years, was recruited from a Suva school between September and October 2013 and participated in a one-to-one in-depth interview about their views on tobacco use, media consumption patterns and preferences and awareness of tobacco use in media. Results. Despite radical developments in access to media, television remains the most popular. Yet, the majority of participants were unaware of any protobacco imagery on television or other entertainment media. Tobacco-related imagery was more likely to be seen in connection with point of sale advertising and branding. The advertising potential of the shop counter was acutely apparent to some participants and this space was considered highly influential. Conclusions. Despite the fact that the recently introduced graphic health warnings were generally well received, more can be done to extend the use of media for tobacco control benefits in Fiji.

Highlights

Tobacco use seriously undermines progress in reducing current and projected rates of noncommunicable disease (NCD) in Pacific Islands region [1, 2]
We argue that the social worlds that, consistent with international trends, young people in Fiji occupy are or will become intrinsically influenced by their access to globalised digital media [15, 19]
We focus our attention on young people in context as being a sensitive barometer of social change

Summary

Introduction

Tobacco use seriously undermines progress in reducing current and projected rates of noncommunicable disease (NCD) in Pacific Islands region [1, 2]. Many studies examining smoking uptake among young people in the Pacific have not included their exposure to tobacco control promotions in the media in their assessment. This study examines how Fijian students view tobacco and tobaccorelated media depictions to gain insight into both drivers of smoking uptake and potential directions for prevention interventions. A sample of thirty Fijian students (15 male and 15 female) aged 14–17 years, was recruited from a Suva school between September and October 2013 and participated in a one-to-one in-depth interview about their views on tobacco use, media consumption patterns and preferences and awareness of tobacco use in media. Despite the fact that the recently introduced graphic health warnings were generally well received, more can be done to extend the use of media for tobacco control benefits in Fiji

Objectives

Methods

Results

Discussion

Conclusion