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High school journalists' perspectives on tobacco
Ruth E Malone1, Lynn D Wenger, Lisa A Bero
1Department of Social and Behavioral Sciences, School of Nursing, University of California, San Francisco 94143, USA. rmalone@itsa.ucsf.edu
Journal of Health Communication
|June 7, 2002
Summary
Media framing of tobacco in high school newspapers often uses a "kids" approach, which may hinder tobacco control efforts. Focusing on consistent, adolescent-appropriate frames is crucial for effective youth tobacco prevention campaigns.
Area of Science:
- Public Health
- Media Studies
- Adolescent Health
Background:
- Media framing significantly influences public opinion and behavior regarding health issues.
- The tobacco control movement historically adopted a youth-focused strategy, recognizing that most smokers start as teens.
- Concerns exist that this youth focus may impede the broader goal of a smoke-free society.
Purpose of the Study:
- To analyze tobacco coverage in high school newspapers, a medium created by and for youth.
- To understand the dominant frames used in youth-oriented media regarding tobacco.
- To assess the implications of these frames for tobacco control policy and adolescent development.
Main Methods:
- Content and frame analysis of 257 tobacco-related articles from a national sample of high school newspapers.
- Survey of high school journalists to understand their perspectives.
- Identification and categorization of dominant frames, including 'kids,' 'killer,' 'nonsmokers' rights,' and 'choice.'
Main Results:
- The 'kids' frame was most prevalent (46%), followed by 'killer' (31%).
- 'Kids'-framed articles were less likely to discuss health effects or support tobacco control policies compared to 'killer'-framed articles.
- Many 'kids' articles contained 'resistance statements,' linking tobacco use to rebellion or independence.
Conclusions:
- The prevalent 'kids' frame in youth media may inadvertently undermine tobacco control objectives.
- A lack of consistent framing presents a barrier to effective tobacco control.
- Tobacco control media advocacy should prioritize frames that are easily communicated, consistently applied, and align with adolescent developmental stages. Including youth journalists in these efforts is recommended.