Grant Details
Grant Number: |
3R01CA077026-04S1 Interpret this number |
Primary Investigator: |
Sargent, James |
Organization: |
Dartmouth College |
Project Title: |
Visual Media Influences on Adolescent Smoking Behavior |
Fiscal Year: |
2001 |
Abstract
To our knowledge, there has been no assessment of the relationship
between the viewing of smoking behavior in visual media (television and
films) and the adoption of smoking among youth. We hypothesize that
exposure to smoking in visual media is associated with the uptake of
smoking in adolescents. We will investigate this association through a
feasibility study. The goals of the study are to determine how to best
measure this environmental exposure and to explore its relationship with
adolescent smoking behavior.
The study will include the following components: 1) A content analysis of
on-screen smoking behavior for 500 major motion pictures available on
video tape between 1990 and 1996. The content analysis will provide us
with a way to rate movies according to the amount and type of smoking
behavior they portray; 2) A conference bringing together experts in the
fields of tobacco epidemiology, communications, marketing, and behavioral
psychology. The objective of the conference is to establish a consensus
on how to measure smoking in visual media. These measures will be
refined throughout the first two years of the study; 3) Focus groups
with adolescents to evaluate their responses to a range of smoking
behaviors and associated themes exhibited in movies. Based on the
results of the focus groups, we will choose movies that portray smoking
in contexts that adolescents view as favorable; 4) A randomized
experiment in which adolescents are randomly assigned to view a movie
that does or does not portray smoking behavior. After viewing the
movie, students will be surveyed to determine their susceptibility to
smoking and their perception of the utility of smoking; 5) A one-year
cohort study of 50 adolescents. To determine the types of visual media
viewed over time and the stability of their movie and star preferences
over time, we will interview these adolescents monthly by telephone; 6)
Two large cross sectional studies of adolescents to evaluate the
relationship between star preference and exposure to tobacco use in
visual media and reported smoking behavior.
The primary outcome variables for this study include smoking experience
and, for non-smokers, a recently developed index that combines a
measure of smoking experimentation with susceptibility. This index
predicts an adolescent's risk of becoming a smoker in the future.
Secondary outcome measures will include variables measuring perceived
utility of smoking and whether adolescents view smoking as normative
behavior.
Publications
None. See parent grant details.