Framing Public Health Policy and Behavior: Smokeless Tobacco and Major League Baseball
The smokeless tobacco conversation generated by Gwynn’s passing provides an interesting case study. This study examines key message frames that emerged from a content analysis of news stories published during the four weeks following Tony Gwynn’s death. Articles discussed smokeless tobacco use in Major League Baseball (MLB), including a renewed interest (and debate) around a policy that would ban smokeless tobacco in the MLB. Key themes that emerged included: costs of use, norms, and respect for personal choice. Personal choice in particular was commonly presented as at odds with a policy change, and potential conversational shifts that may be necessary to address personal choice in the context of leveraging policy to achieve public health goals will be discussed.
Learning Areas:Communication and informatics
Other professions or practice related to public health
Public health or related research
Social and behavioral sciences
Discuss the communication implications of a perceived tension between personal choice and leveraging policy to achieve public health goals. Identify key message frames utilized in discussions of a potential Major League Baseball ban on smokeless tobacco use following the 2014 death of Hall of Fame baseball player Tony Gwynn.
Keyword(s): Tobacco Use, Communication
Qualified on the content I am responsible for because: Sarah Evans leads mixed methods studies supporting the development and evaluation of evidence-based behavior change communication. Much of Sarahâs past work has been conducted in partnership with advertising agencies and designed to enhance social marketing and health communication initiatives. Among her recent efforts is work focused on smokeless tobacco use disparities in rural areas. Sarah holds a Ph.D. in Communication, with an emphasis on Persuasion and Social Influence, from the University of Maryland.
Any relevant financial relationships? No
I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.