Abstract
BackgroundIn the modern era of heightened awareness of public health, smoking scenes in movies remain relatively free from public monitoring. The effect of smoking scenes in movies on the promotion of viewers’ smoking desire remains unknown.ObjectiveThe study aimed to explore whether exposure of adolescent smokers to images of smoking in fılms could stimulate smoking behavior.MethodsData were derived from a national Web-based sample survey of 748 Korean high-school students. Participants aged 16-18 years were randomly assigned to watch three short video clips with or without smoking scenes. After adjusting covariates using propensity score matching, paired sample t test and logistic regression analyses compared the difference in smoking desire before and after exposure of participants to smoking scenes.ResultsFor male adolescents, cigarette craving was significantly higher in those who watched movies with smoking scenes than in the control group who did not view smoking scenes (t307.96=2.066, P<.05). In the experimental group, too, cigarette cravings of adolescents after viewing smoking scenes were significantly higher than they were before watching smoking scenes (t161.00=2.867, P<.01). After adjusting for covariates, more impulsive adolescents, particularly males, had significantly higher cigarette cravings: adjusted odds ratio (aOR) 3.40 (95% CI 1.40-8.23). However, those who actively sought health information had considerably lower cigarette cravings than those who did not engage in information-seeking: aOR 0.08 (95% CI 0.01-0.88).ConclusionsSmoking scenes in motion pictures may increase male adolescent smoking desire. Establishing a standard that restricts the frequency of smoking scenes in films and assigning a smoking-related screening grade to films is warranted.
Highlights
The growth of mass media has been critical to the rapid expansion of tobacco use in the 20th century and the subsequent evolution of effective tobacco control interventions into the early 21st century
It summarizes the role of media as an agent for both tobacco promotion and tobacco control efforts, and the broader societal role that media plays within nested levels of advertising, marketing communications, consumer marketing, and stakeholder marketing
Media communications play a key role in shaping attitudes toward tobacco, and current evidence shows that tobacco-related media exposure affects both tobacco use and prevention
Summary
The growth of mass media has been critical to the rapid expansion of tobacco use in the 20th century and the subsequent evolution of effective tobacco control interventions into the early 21st century. Innovative research frameworks advance the study of tobacco use and the media at individual, organizational, and societal levels, and the knowledge and evidence base in this area continues to expand. This introductory part highlights the key issues and conclusions of this monograph and describes the theoretical frameworks for media research that shaped the individual chapters. The relationship between media and tobacco use is explored as a multilevel issue, ranging from consumer-oriented advertising and promotion to stakeholder-level marketing aimed toward retailers and policymakers among others. This systemic view of tobacco use and media is reflected in the structure of the monograph as it explores the impact of these issues on tobacco promotion and tobacco control
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