Attitudes toward tobacco advertising among Hispanic migrant farm workers.

Abstract

The existing literature surrounding the effects of transnational tobacco advertising, advertising near or around U.S. borders, on migrant farm workers have been virtually ignored. The purpose of this study was to determine the media literacy skills among migrant farm workers and gather information regarding attitudes and beliefs surrounding tobacco use. Results indicate that migrant Hispanic farm workers believe that smoking is highly popular in the United States and a necessary part of American culture. The data also revealed low media literacy skills regarding tobacco advertising and pro-tobacco attitudes among Hispanic migrant farm workers. As a result, the current study suggests that this population has specific needs for basic media literacy skills regarding tobacco use. Therefore, health education specialists can develop educational strategies that will address tobacco advertising and media literacy skills among migrant farm workers.