Newspapers are a principle means by which the public is exposed to information on tobacco control activities and issues. In addition, newspaper coverage serves an agenda setting function, shaping policies, social norms, attitudes, and beliefs. Tobacco related issues rank high in newsworthiness and have in recent years become routine content.
As part of an evaluation of the New Jersey Comprehensive Tobacco Control Program, this study examined newspaper coverage of tobacco issues during the first year of the program. A descriptive content analysis was conducted on clippings concerning tobacco appearing in all New Jersey newspapers and out-of-state newspapers with a significant New Jersey circulation. Clippings were obtained through a commercial clipping service based on a prearranged set of keywords. Duplicate or excerpted articles were not excluded in the interest of conducting a comprehensive examination of newspaper coverage within the state.
Data on the extent and content of newspaper coverage were collected using a semi-structured coding instrument. Clippings were coded for multiple variables including publication name, date, type of article (hard news, editorial columns, letters to the editor, listing/announcements, advertisements, and cartoons), and whether local, state, national or international issue. Articles were coded according to primary content and subtopic following categories listed in the coding guide, which were selected to encompass national, state, and local tobacco control issues and efforts.
Results will be presented including the frequency of articles by topic over time with a specific focus on newspaper coverage of the state program's local and statewide tobacco control efforts.
Learning Objectives: By the end of the presentation, participants will: Be able to discuss how to utilize newspaper coverage in evaluation of tobacco control efforts. Be able to describe the extent and content of newspaper coverage of tobacco issues in New Jersey.
Keywords: Media, Evaluation
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: Funding for this project was made possible through a grant from the New Jersey Department of Health and Senior Services