Understanding the Relationship between Social Networks and Mass Media with Cigarette Smoking Among Asthmatic Latino Adolescents

Context: Asthma is the most common chronic disease among youth. Tobacco companies spend around $37 million per day on mass media advertisement. Latino cultural values, such as familialismo and simpatia, could potentially favor the dissemination of pro-tobacco messages in Latino social networks. We analyzed the association between social networks and mass media messages on asthmatic Latino youth current cigarette smoking.

Methods: Data from the 2006 Maryland Youth Tobacco Survey for 388 asthmatic Latino youth (< 18 years old) were analyzed by smoking status, social network and media exposure variables using bivariate statistics, and logistic regression controlling for demographic variables. Analytic weights accounting for jurisdiction and high school/middle school were used.

Results: The percentage of smokers among asthmatic Latino youth was higher compared to Latino non-asthmatic youth (14.5% vs. 11.9% respectively). Social Networks: asthmatic Latino youth smoking was associated with cigarette offers from best friends (OR=161.22), having a friend who was a smoker (OR=18.78), and exposure to second hand smoke in cars (OR=7.17). Mass Media: Lack of knowing about the smoking quitline “1-800-QUIT-NOW” (OR=7.82), exposure to smoker athletes on TV (OR=2.86), exposure to tobacco promotional objects (OR=7.16) and intention to use/buy tobacco promotional products (OR=3.30) were also associated with cigarette smoking.

Conclusions: Tobacco prevention and control strategies should capitalize on friends and athletes as positive role models. Regulations targeting youth should prohibit broadcasting smoker athletes on TV, distributing pro-tobacco marketing products, cigarettes access, and second hand smoke in cars. The quitline service should continue to be promoted in the Latino community.