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IQOS news media coverage in Israel: a comparison across three subpopulations
Amal Khayat1,2, Yael Bar-Zeev3,2, Yechiel Kaufman3,2
1Braun School of Public Health and Community Medicine, Hebrew University of Jerusalem Faculty of Medicine, Jerusalem, Israel amal.khayat@mail.huji.ac.il.
Tobacco Control
|July 16, 2024
Summary
Heated tobacco product IQOS framing in Israeli media favored minority groups, particularly Arabs, emphasizing social benefits and retail access. This suggests a need for targeted media surveillance and regulation, especially for minority-oriented content.
Area of Science:
- Public Health
- Media Studies
- Tobacco Control
Background:
- Philip Morris International's (PMI) IQOS, a heated tobacco product, launched in Israel in 2016.
- IQOS and electronic cigarette use is higher among Israel's Arab population compared to the Jewish population.
- Previous research suggested potential targeting of the Ultra-orthodox Jewish population with IQOS advertising.
Purpose of the Study:
- To examine the framing of IQOS in news media articles.
- To compare media framing across three distinct Israeli subpopulations: Arab, Ultra-orthodox Jewish, and the general public.
Main Methods:
- Analysis of 63 unique media articles from January to October 2020 obtained from Ifat media.
- Articles were coded using abductive coding to analyze content and photographic characteristics.
- Statistical comparisons (chi-squared, Fisher's exact, ANOVA, median test) were used to compare article characteristics across subpopulations.
Main Results:
- Media targeting Arab and Ultra-orthodox Jewish populations showed significantly more positive framing of PMI and IQOS compared to general public media.
- Arab media uniquely highlighted IQOS' retail locations, social benefits, and directly reflected content from PMI's press releases.
- 100% of Arab media and 75% of Ultra-orthodox Jewish media framed PMI positively, versus 52% for the general public (p=0.004).
Conclusions:
- IQOS received more positive media framing in outlets targeting Arab and Ultra-orthodox Jewish populations than in general media.
- Arabic media specifically emphasized IQOS' retail accessibility and social benefits, aligning with PMI's marketing.
- Findings underscore the necessity for media surveillance and regulation, particularly concerning media tailored to minority populations.
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