||5R01CA086273-04 Interpret this number
||University Of Illinois At Chicago
||Youth Smoking and the Media
DESCRIPTION: (Applicant's Description)
While there is evidence that counteradvertising about tobacco can influence
tobacco use, not all campaigns report these effects for youth. In addition,
some studies suggest news coverage on tobacco can lead to reductions in
consumption , but no studies have examined the effects of news coverage on
youth smoking. This project aims to relate counteradvertising on television,
and news coverage of tobacco issues, to measures of youth smoking across the
United States. The project will build on the work of the Robert Wood Johnson
Foundation-funded 'Bridging the Gap' project which links data from the
Monitoring the Future surveys (MTFS) of 8 , 10 and 12 graders, to a project
called 'ImpacTeen', which measures tobacco policy and environmental influences
relevant to tobacco prevailing in each participating schools' community. The
proposed project will use archival data from Nielsen Media Research to
construct indices of exposure to counteradvertising (expenditure, gross rating
points and teen-target rating points (TRPs) in each MTF community from 1994
through 2002, including the subset that comprise ImpacTeen sites from 1999
through 2002. Validation of the archival data set will be undertaken by
reference to media purchase and placement records for the California Tobacco
Control Program, and by reference to measures of recall of counteradvertising
in the MTF surveys. Indices of 'effectiveness-adjusted' TRPs will be
constructed, based upon focus group discussions with teenagers and input from
an expert panel of people with experience in developing and assessing tobacco
counteradvertising messages. In addition, measures of exposure to newspaper
stories about tobacco issues for each MTFS site from 1999 through 2002 will be
constructed using news clip data from Burrelle's Information Service and
mapped to communities through information on newspaper circulation from the
Audit Bureau of Circulation. For each community, indices of extent and tone
of newspaper coverage on tobacco overall and for specific tobacco topics will
be made using the metric of equivalent column inch advertising rate.
Econometric techniques will be used to relate the extent of counteradvertising
and extent of newspaper coverage to attitudes about smoking, and measures of
youth smoking, including intention to smoke, smoking prevalence, consumption,
and intention and attempts to quit. The analysis will also explore the
relative impact of counteradvertising, newspaper coverage on tobacco, and
other already collected measures of tobacco policy and environment (such as
price, promotion and product placement in retail outlets, state and local laws
relating to youth access, clean indoor air and tobacco advertising, price of
cigarettes, school programs and more) on indices of youth smoking. This study,
by assessing the value of counteradvertising and media coverage in reducing
smoking among youth, will guide health policy and health funding decisions
related to youth smoking prevention.
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