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176014 A study of the smoking message image on Television Drama from 2001 to 2005 in Taiwan

Monday, October 27, 2008

Hsueh-Fang Lee , Department of Health Promotion and Health Education, National Taiwan Normal University, Taipei, Taiwan
Fu-Li Chen, PhD , Department of Public Health, Fu Jen Catholic University, Sinjhuang,Taipei county, Taiwan
Han-Wen Yen, PhD , Department of Health Promotion and Health Education, National Taiwan Normal University, Taipei, Taiwan
Background: Preventing adolescent smoking is an important heath issue. From past to now, the smoking prevalence among teenagers has maintaining the same ratio in Taiwan. TV trendy drama represented cigarettes' image could attract adolescents' desire to smoke. The purpose of the study is to understand the cigarette message image on TV drama in Taiwan.

Methods: 421 smoking shots were selected by the top three TV Program Rating on TV drama from 2001 to 2005, Taiwan. Content analysis method was applied to decode the message frequency and symbolic meaning about cigarette.

Results: In 421 shots, 24% appeared related cigarette message, and 76% personal smoking behavior message. Most of these shots appeared male,minor but leader role. Besides, many messages connoted positive image which included that smoking could relax anxiety or increase confidence.

Conclusion: The results show that most of the smoking messages of trendy drama represented the positive image. The findings suggest that anti-smoking health promotion program should reinforce health and media literacy education.

Learning Objectives:
Content analysis method was applied to decode the message frequency and symbolic meaning about cigarette. To analyze the cigarette message image on TV drama in Taiwan.

Keywords: Media Message, Smoking

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: This study is my graduation thesis of institute.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

See more of: Tobacco Control Developments in Mainland China and Taiwan
See more of: Alcohol, Tobacco, and Other Drugs