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

Abstract #70180

Deborah C. Glik, ScD¹, Amy S. Myerson, MA¹, Amanda Shaivitz, MPH², Alfonso Ang, PhD³, Kori Titus⁴, Curt Mekemson⁴, and Stacey L Long, MA⁴. (1) School of Public Health, University of California Los Angeles, P.O. Box 951772, Los Angeles, CA 90095-1772, 310 206 9548, dglik@ucla.edu, (2) Hollywood, Health & Society, USC Annenberg Norman Lear Center, 8383 Wilshire Blvd, Suite 650, Beverly Hills, CA 90211, (3) Department of Community Health Sciences, UCLA School of Public Health, P.O. Box 951772, Los Angeles, CA 90095-1772, (4) American Lung Association, 909 12th Street, (Emigrant Trails), Sacramento, CA 95814-2997

A number of research studies conducted during the past decade have looked at rates and context of depictions of tobacco use in movies, with inconsistent results because of differing methodological approaches. Monitoring depictions of smoking in the popular media and particularly films through content analysis is a key element in assessing the progress of current ongoing media advocacy efforts to reduce smoking rates in the movies. This effort is significant in tobacco control, as research has shown that youth model what they see in the popular media. New analyses of data on tobacco use in the movies for 1991 - 2000 are presented that assess trends over time and quantitatively model factors that influence the amount of tobacco use depicted. The Thumbs Up Thumbs Down data base contains measures of smoking rates and related attributes in the top 50 popular commercial films released every year since 1991. The sample includes G, PG PG-13, and R films based on the current MPAA rating system. Findings suggest that overall, rates of smoking in films has actually decreased over the past decade with two counter trends: smoking has gone up in r-rated movies and in movies where lead actors smoke. The paper demonstrates that using larger samples, longer time frames, appropriate power transformations, and longitudinal mixed model statistical analysis improves validity and accuracy of trends measured over time, and allows specification of factors associated with those trends.

Learning Objectives:

• to increase knowledge about trends in popular media depictions of tobacco
• to increase understanding of the role of media monitoring research in support of media advocacy interventions

Keywords: Media, 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.