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APHA Scientific Session and Event Listing

Recorded presentation

Holli C. Hitt, School of Public Health, Department of Health Behavior, University of Alabama at Birmingham, 3119 Lancaster Ct., Unit A, Birmingham, AL 35209, 2058719457, holli@uab.edu and Robert C. McMillen, PhD, Social Science Research Center, P.O. Box 5287, Mississippi State, MS 39762.

Background: While other research has followed media coverage of public health interventions and educational campaigns, few have been able to provide both qualitative media analyses and quantitative analysis of political will/public opinion. This study analyzes public opinion surrounding a proposed ordinance for smoke-free public places in Starkville, Mississippi. Methods: The authors performed a content analysis of all 50 articles published in four local newspapers, coding for recurring themes and arguments for and against the smoking ban. Public opinion was assessed through the Social Climate Survey of Tobacco Control, an annual cross-sectional survey administered to a random sample of Mississippi adults via computer-assisted telephone interviews. Results: Three themes emerged through media content analyses: 1) public health benefits, 2) impact on businesses and local economy, and a marginal third issue, 3) possible infringement of personal freedom. Both arguments for and against the smoke-free policy were almost equally represented in the newspapers analyzed. Longitudinal analyses show an increased public acceptance of this policy over time. The results of the Social Climate Survey of Tobacco Control demonstrate public support for a smoke-free ordinance. In the 2005 SCS-TC, more than 62 percent of adults in the county surrounding Starkville supported smoke-free ordinances in restaurants. An even greater number (69% +/- 9%) supported smoke-free ordinances in indoor work areas. Conclusions: The authors find that using both qualitative and quantitative data provides a more complete picture of emerging public opinion. These data will prove valuable to public health practitioners and advocates as other cities consider smoke-free ordinances.

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