Although the majority of adult smokers want to quit, young people still take up smoking eagerly. Experimentation and regular tobacco use among adolescents remains high, with approximately one million young people taking up the habit each year. One key influence often advanced is the mass media. Mass media are presumed to directly encourage adolescent smoking since young people encounter numerous pro-smoking messages through advertisements, billboards, point-of-purchase displays and movie and TV depictions. However, the extent and nature of mass media influences on smoking behaviors remains unclear. This seems particularly problematic given recent research indicating that intensive anti-smoking media campaigns have not reduced smoking uptake among youth. However, recent innovative theoretical work on indirect media effects may help clarify media influences on smoking adoption. The indirect effects model suggests that, apart from any direct influence on themselves, young people assume smoking messages will influence their peers. This presumed media influence on peers and peer norms may cause individuals to overestimate the percentage of peers who smoke or feel favorable toward smoking. In turn, this media impact on perceived peer norms can powerfully affect a young person's own smoking attitudes and behaviors. This exploratory study will test a hypothetical model of mass media's direct and indirect influences on adolescent smoking uptake while controlling for established demographic and social predictors. A clearer picture of both direct and indirect media impact could advance the design of strategic media campaigns and also better inform public policy concerning smoking-related media content.

Agency
National Institute of Health (NIH)
Institute
National Cancer Institute (NCI)
Type
Exploratory/Developmental Grants (R21)
Project #
1R21CA100250-01
Application #
6598662
Study Section
Special Emphasis Panel (ZRG1-SNEM-1 (01))
Program Officer
Backinger, Cathy L
Project Start
2003-08-02
Project End
2005-07-31
Budget Start
2003-08-02
Budget End
2004-07-31
Support Year
1
Fiscal Year
2003
Total Cost
$145,500
Indirect Cost
Name
University of Wisconsin Madison
Department
Other Basic Sciences
Type
Schools of Earth Sciences/Natur
DUNS #
161202122
City
Madison
State
WI
Country
United States
Zip Code
53715
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