The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #63599

Jeff Dang, MPH¹, Deborah C. Glik, ScD², Amy Myerson, MA¹, Amanda Shaivitz, MPH¹, Deirdre Imershien³, Curt Mekemson³, and Kori Titus³. (1) Health and Media Research Group, University of California, Los Angeles, Department of Community Health Sciences, P.O. Box 951772, Los Angeles, CA 90095-1772, 310-267-4389, jdang@mednet.ucla.edu, (2) Health and Media Research Group, University of California Los Angeles, Department of Community Health Sciences, P.O. Box 951772, Los Angeles, CA 90095-1772, (3) American Lung Association, American Lung Association, 909 12th Street, (Emigrant Trails), Sacramento, CA 95814-2997

Smoking in films by popular celebrities and movie stars has increased in the last decade, particularly in R-rated movies. The amount of smoking depicted in movies continues to garner attention within the public health community due to its probable association with prosmoking attitudes and the initiation of smoking among youth. To address the issue of smoking in film, a documentary entitled “Scene Smoking” was produced and presented at two locations to persons within the entertainment industry and for the purpose of comparison, to persons not in the industry. Utilizing a media advocacy approach, the documentary presents arguments by well-known actors, actresses, writers, and directors, in support of and in opposition to depictions of tobacco in motion pictures. By communicating different points of view on the topic of scene smoking, in a format and setting familiar to entertainment industry professionals, the objective of the documentary was to stimulate a dialogue with the entertainment industry about smoking in films. The impact of this pilot intervention was evaluated using a separate sample, pretest-(n=94) posttest (n=107) design wherein attitudes and perceptions about smoking in films were assessed. The results indicate that there were significant shifts in opinion by many of the participants. Members of the entertainment industry were particularly apt to affirm antitobacco attitudes immediately following the documentary.

Learning Objectives:

• Understand the impact of tobacco related images in film on smoking-related attitudes and behaviors.
• Awareness of the arguments within the entertainment industry for and against smoking.
• Learn how to use media advocacy as a method of health education and prevention.

Keywords: Media Advocacy, Tobacco

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.