DESCRIPTION (provided by applicant)
The overall objectives of this project are to retrieve and analyze internal
tobacco industry documents to describe industry strategies for targeting gay
and lesbian populations, to assess effects of such strategies, and to explore
how the issues raised in the documents are received by target groups. Evidence
suggests that gays and lesbians, as a group, may have higher tobacco use rates
than the general population, thus being at increased risk for tobacco-related
diseases. This study will systematically document the extent, nature and
effects of tobacco industry strategies for targeting gays and lesbians,
thereby contributing knowledge useful for reducing tobacco-related health
risks in this understudied population. The aims of the project are:
Specific Aim # 1: Retrieve and analyze internal tobacco industry documents in
order to describe:
a) tobacco industry advertising and marketing strategies targeting gays and
b) how the tobacco industry seeks to influence tobacco control policy making
within gay and lesbian communities;
c) whether these efforts succeed in supporting the industry's larger public
Specific Aim #2: Analyze the effects of industry strategies identified in the
documents by analyzing the content of tobacco related articles in a sample of
widely-read publications aimed for gay and/or lesbian audiences and comparing
it with data from documents analyzed as part of Specific Aim # 1, and with
data from a sample of general circulation publications.
Specific Aim #3: Explore and describe how industry targeting strategies
identified in the documents are received by their intended audiences by
interviewing leaders of national gay/lesbian organizations and editors of
gay/lesbian publications and conducting focus groups with gay and lesbian
Specific Aim #4: Utilizing findings from Specific Aims #1, 2,and 3, develop
and disseminate, with assistance from a panel of gay and lesbian advisers,
specific recommendations for public health interventions aimed at addressing
the issues identified in the document analyses.
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