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. 2010 Feb;19(1):37-43.
doi: 10.1136/tc.2009.032516. Epub 2009 Dec 3.

Tobacco coverage in print media: the use of timing and themes by tobacco control supporters and opposition before a failed tobacco tax initiative

Jenine K Harris  1 , Sarah C Shelton, Sarah Moreland-Russell, Douglas A Luke
Affiliations

Tobacco coverage in print media: the use of timing and themes by tobacco control supporters and opposition before a failed tobacco tax initiative

Jenine K Harris et al. Tob Control. 2010 Feb.

Abstract

Objective: Tobacco control policies gained ground nationwide in 2006, with voters in nine states approving legislation to strengthen clean indoor air policies and increase tobacco excise taxes. Despite having the second lowest cigarette tax rate in the nation, Missouri was unsuccessful in passing its 2006 ballot initiative to raise the tax. An important way to encourage health-related policy change such as increasing tobacco taxes is through media coverage of tobacco issues. We examined how tobacco issues were presented in Missouri's print media leading up to the 2006 election.

Methods: This study analysed 1263 articles with tobacco content published in 187 Missouri newspapers in the year before the election. Articles were coded for general and tobacco-related characteristics including article type (news story, editorial, letter to the editor), tobacco control position (pro, neutral, anti) and article theme (economic, health, political).

Results: Most articles were news stories (73.6%) and pro-tobacco control (63.8%). The proportion of anti-tobacco control articles increased significantly (chi(2)=104.9, p<0.001) the month before the election, driven by an increase in economically themed articles. Economic articles were published more often in counties with less voter support for the tax (F=5.68, p<0.01). Finally, tobacco control position varied significantly across article types (chi(2)=148.3, p<0.01), with letters to the editor being anti-tobacco control most often.

Conclusion: The media have a critical role in promoting public health goals and presenting health issues which influences formation of health policies. Tobacco control advocates must consider public opinion, opposition pressure, timing and themes in tobacco-related media coverage when promoting policy change.

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Conflict of interest statement

Competing interests: There are no competing interests.

Figures

Figure 1
Figure 1
Dominant theme and position of letters to the editor, news stories and editorials.
Figure 2
Figure 2
Trends in article position and dominant theme before the November 2006 election.
Figure 3
Figure 3
Neutral and anti-tobacco control economic articles surged just prior to the November 2006 election.
Figure 4
Figure 4
Mean percent of voters supporting the tax by article theme and position in the county where the article was published.
See this image and copyright information in PMC

References

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