Objectives/Rationale: To describe the tobacco industry's corporate social responsibility initiatives and assess their implications for tobacco control, and to analyze the impact of these initiatives on media framing of the industry and smoking behavior. Tobacco use is the most important single preventable cause of death and disease in the U.S., increasing risks for lung and other cancers and other serious illnesses. Considerable evidence suggests that in addition to individual behavior change, interventions to prevent tobacco related cancers must focus on changing the cultural and policy contexts of tobacco use. Industry delegitimization and isolation strategies, including media campaigns, have contributed to building a nationwide grassroots movement against tobacco use and countering industry efforts to derail local smokefree policies, which have been shown to be effective in reducing tobacco use. However, the ongoing effectiveness of such approaches may be jeopardized by the tobacco industry's recent, aggressively-promoted corporatesocial responsibility initiatives.
Specific Aims : #1) Retrieve and analyze tobacco industry documents in order to describe tobacco industry efforts to: a) use corporate social responsibility initiatives for public relations and marketing purposes; b) sustain and increase the social acceptability of smoking; c) use corporate social responsibility initiatives to influence tobacco control policymaking; d) position corporate social responsibility initiatives as a defense against litigation; e) establish itself as a source of health information; f) create alliances with public health groups, both tobacco- and non-tobacco-related; g) sow divisions within the tobacco control movement; and h) undermine tobacco control efforts that focus on smoking denormalization and tobacco industry delegitimization. #2): Assess the influence of tobacco industry corporate social responsibility initiatives on media framing of a) the tobacco industry and b) smoking behavior. This descriptive project will utilize archival research and content and frames analyses.This innovative study of tobacco industry corporate social responsibility efforts will provide new knowledge essential for formulating proactive public health responses to these industry initiatives, and contribute to theoretical understandings of framing in relation to public health issues. In addition, it will enhance understanding of the industry's role in promoting the social acceptability of smoking.

Agency
National Institute of Health (NIH)
Institute
National Cancer Institute (NCI)
Type
Research Project (R01)
Project #
5R01CA120138-03
Application #
7416762
Study Section
Community Influences on Health Behavior (CIHB)
Program Officer
Bloch, Michele H
Project Start
2006-05-30
Project End
2011-03-31
Budget Start
2008-04-01
Budget End
2009-03-31
Support Year
3
Fiscal Year
2008
Total Cost
$318,911
Indirect Cost
Name
University of California San Francisco
Department
Other Health Professions
Type
Schools of Nursing
DUNS #
094878337
City
San Francisco
State
CA
Country
United States
Zip Code
94143
McDaniel, Patricia A; Lown, E Anne; Malone, Ruth E (2018) US Media Coverage of Tobacco Industry Corporate Social Responsibility Initiatives. J Community Health 43:117-127
McDaniel, Patricia A; Cadman, Brie; Malone, Ruth E (2018) African media coverage of tobacco industry corporate social responsibility initiatives. Glob Public Health 13:129-143
van der Eijk, Yvette; McDaniel, Patricia A; Glantz, Stanton A et al. (2018) United Nations Global Compact: an 'Inroad' into the UN and reputation boost for the tobacco industry. Tob Control 27:e66-e69
McDaniel, Patricia A; Lown, E Anne; Malone, Ruth E (2017) ""It doesn't seem to make sense for a company that sells cigarettes to help smokers stop using them"": A case study of Philip Morris's involvement in smoking cessation. PLoS One 12:e0183961
Smith, Elizabeth A; McDaniel, Patricia A (2016) ""The Policy Dystopia Model"": Implications for Health Advocates and Democratic Governance. PLoS Med 13:e1002126
McDaniel, Patricia A; Cadman, Brie; Malone, Ruth E (2016) Shared vision, shared vulnerability: A content analysis of corporate social responsibility information on tobacco industry websites. Prev Med 89:337-344
Lown, E Anne; McDaniel, Patricia A; Malone, Ruth E (2016) Tobacco is ""our industry and we must support it"": Exploring the potential implications of Zimbabwe's accession to the Framework Convention on Tobacco Control. Global Health 12:2
McDaniel, Patricia A; Malone, Ruth E (2015) ""What Is Our Story?"" Philip Morris's Changing Corporate Narrative. Am J Public Health 105:e68-75
McDaniel, Patricia A; Malone, Ruth E (2012) ""The Big WHY"": Philip Morris's failed search for corporate social value. Am J Public Health 102:1942-50
Yang, Joshua S; McDaniel, Patricia A; Malone, Ruth E (2012) 'A question of balance': addressing the public health impacts of multinational enterprises in the OECD Guidelines for Multinational Enterprises. Glob Public Health 7:1045-61

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