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Grant Details

Grant Number: 5R01CA120138-05 Interpret this number
Primary Investigator: Malone, Ruth
Organization: University Of California, San Francisco
Project Title: The Tobacco Problem:public Health Implications of Contested Frames
Fiscal Year: 2010
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Abstract

To describe the tobacco industry's corporate social responsibility initiatives and asses their implications for tobacco control, and to analyze the impact of these initiatives on media framing of th industry and smoking behavior. Tobacco use is the most important single preventable cause of death an disease in the U.S., increasing risks for lung and other cancers and other serious illnesses. Considerabl evidence suggests that in addition to individual behavior change, interventions to prevent tobacco relate cancers must focus on changing the cultural and policy contexts of tobacco use. Industry delegitimizatio and isolation strategies, including media campaigns, have contributed to building a nationwide grassroot movement against tobacco use and countering industry efforts to derail local smokefree policies, which hav been shown to be effective in reducing tobacco use. However, the ongoing effectiveness of suc approaches may be jeopardized by the tobacco industry's recent, aggressively-promoted corporatesocia responsibility initiatives. Specific Aims: #1) Retrieve and analyze tobacco industry documents in order t describe tobacco industry efforts to: a) use corporate social responsibility initiatives for public relations an marketing purposes; b) sustain and increase the social acceptability of smoking; c) use corporate socia responsibility initiatives to influence tobacco control policymaking; d) position corporate social responsibilit initiatives as a defense against litigation; e) establish itself as a source of health information; f) creat alliances with public health groups, both tobacco- and non-tobacco-related; g) sow divisions within th tobacco control movement; and h) undermine tobacco control efforts that focus on smoking denormalizatio and tobacco industry delegitimization. #2): Assess the influence of tobacco industry corporate socia responsibility initiatives on media framing of a) the tobacco industry and b) smoking behavior. Thi descriptive project will utilize archival research and content and frames analyses.This innovative study o tobacco industry corporate social responsibility efforts will provide new knowledge essential for formulatin proactive public health responses to these industry initiatives, and contribute to theoretical understandings o framing in relation to public health issues. In addition, it will enhance understanding of the industry's role i promoting the social acceptability of smoking.

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Publications

'A question of balance': addressing the public health impacts of multinational enterprises in the OECD Guidelines for Multinational Enterprises.
Authors: Yang JS, McDaniel PA, Malone RE
Source: Glob Public Health, 2012;7(10), p. 1045-61.
EPub date: 2012 Oct 9.
PMID: 23046298
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"The Big WHY": Philip Morris's failed search for corporate social value.
Authors: McDaniel PA, Malone RE
Source: Am J Public Health, 2012 Oct;102(10), p. 1942-50.
EPub date: 2012 Aug 16.
PMID: 22897536
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Corporate image and public health: an analysis of the Philip Morris, Kraft, and Nestlé websites.
Authors: Smith E
Source: J Health Commun, 2012;17(5), p. 582-600.
EPub date: 2012 Mar 16.
PMID: 22420639
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Tobacco industry denormalisation as a tobacco control intervention: a review.
Authors: Malone RE, Grundy Q, Bero LA
Source: Tob Control, 2012 Mar;21(2), p. 162-70.
PMID: 22345240
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Quid pro quo: tobacco companies and the black press.
Authors: McCandless PM, Yerger VB, Malone RE
Source: Am J Public Health, 2012 Apr;102(4), p. 739-50.
EPub date: 2011 Nov 28.
PMID: 21852652
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Whose butt is it? tobacco industry research about smokers and cigarette butt waste.
Authors: Smith EA, Novotny TE
Source: Tob Control, 2011 May;20 Suppl 1, p. i2-9.
PMID: 21504919
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British American Tobacco's partnership with Earthwatch Europe and its implications for public health.
Authors: McDaniel PA, Malone RE
Source: Glob Public Health, 2012;7(1), p. 14-28.
EPub date: 2011 May 24.
PMID: 21347934
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Covering their butts: responses to the cigarette litter problem.
Authors: Smith EA, McDaniel PA
Source: Tob Control, 2011 Mar;20(2), p. 100-6.
EPub date: 2010 Oct 21.
PMID: 20966130
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"I'll be your cigarette--light me up and get on with it": examining smoking imagery on YouTube.
Authors: Forsyth SR, Malone RE
Source: Nicotine Tob Res, 2010 Aug;12(8), p. 810-6.
EPub date: 2010 Jul 15.
PMID: 20634267
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The "We Card" program: tobacco industry "youth smoking prevention" as industry self-preservation.
Authors: Apollonio DE, Malone RE
Source: Am J Public Health, 2010 Jul;100(7), p. 1188-201.
EPub date: 2010 May 13.
PMID: 20466965
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"Our reach is wide by any corporate standard": how the tobacco industry helped defeat the Clinton health plan and why it matters now.
Authors: Tesler LE, Malone RE
Source: Am J Public Health, 2010 Jul;100(7), p. 1174-88.
EPub date: 2010 May 13.
PMID: 20466958
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Creating the "desired mindset": Philip Morris's efforts to improve its corporate image among women.
Authors: McDaniel PA, Malone RE
Source: Women Health, 2009 Jul-Aug;49(5), p. 441-74.
PMID: 19851947
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Contact me soon!!! Confidential, risk-free opportunity!
Authors: Malone RE, Smith EA
Source: Tob Control, 2009 Aug;18(4), p. 249.
PMID: 19633140
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The role of corporate credibility in legitimizing disease promotion.
Authors: McDaniel PA, Malone RE
Source: Am J Public Health, 2009 Mar;99(3), p. 452-61.
EPub date: 2008 Dec 23.
PMID: 19106419
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Philip Morris's health information web site appears responsible but undermines public health.
Authors: Smith EA, Malone RE
Source: Public Health Nurs, 2008 Nov-Dec;25(6), p. 554-64.
PMID: 18950420
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Turning negative into positive: public health mass media campaigns and negative advertising.
Authors: Apollonio DE, Malone RE
Source: Health Educ Res, 2009 Jun;24(3), p. 483-95.
EPub date: 2008 Oct 23.
PMID: 18948569
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Corporate philanthropy, lobbying, and public health policy.
Authors: Tesler LE, Malone RE
Source: Am J Public Health, 2008 Dec;98(12), p. 2123-33.
EPub date: 2008 Oct 15.
PMID: 18923118
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"Working to shape what society's expectations of us should be": Philip Morris' societal alignment strategy.
Authors: Yang JS, Malone RE
Source: Tob Control, 2008 Dec;17(6), p. 391-8.
EPub date: 2008 Oct 9.
PMID: 18845623
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"I always thought they were all pure tobacco": American smokers' perceptions of "natural" cigarettes and tobacco industry advertising strategies.
Authors: McDaniel PA, Malone RE
Source: Tob Control, 2007 Dec;16(6), p. e7.
PMID: 18048597
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