News Media Outreach of Tobacco Free City - Gates Tobacco Control Project from 2009 to 2013 Público

Abstract

Abstract

News Media Outreach of Tobacco-Free City - Gates Tobacco Control Project from 2009 to 2013 A Case Study on Media Coverage of 17 TFC Site Cities and the Overall Program By Mengmeng Kan Background: Many studies have studies the news media coverage of tobacco control in different countries. While this study was to determine the Chinese media coverage of tobacco control issues in 17 Chinese cities, and the messaging they are spreading to promote healthy behavior. Methods: The study was based on 1100 mass media coverage pieces reported by the 17 cities participated in the Tobacco Free City - Gates Tobacco control Project in China from January 2009 to February 2013. Results: Across the 5 time periods (physical year 2009 to first 2 months in 2013), an average of 222 media outlets were issued. Most media outlets are showing neutral attitude (n=985 88.74%). The tone used in the media outlets were practically neutral, or both positive and negative attitudes showed a clear balance in the media outlets. The theme of protecting people form tobacco smoke and tobacco harm was covered most by mass media (n=645 58.11%). Even though paper based media, including newspaper, newsletters and magazines is still the main force of media outlet on tobacco control issue (n=617 55.59%), web based new media is another booming source of covering tobacco control issue (n=326 29.37%). Conclusion: The media coverage lean towards supporting tobacco control. But most of the outlets were information spreading or event reports. More reports and attention on individual smokers are needed. Furthermore, media coverage should not only be focused on special events like World No Tobacco Day, and some effective tobacco control strategies such as raising tax on tobacco industry was barely reported. More measures should be taken to provoke more comprehensive and effective media outlets on tobacco control topics.

Table of Contents

Table of Contents

INTRODUCTION.......................................................................................................................... 1 METHOD ....................................................................................................................................... 5 RESULTS ..................................................................................................................................... 11 DISCUSSION ............................................................................................................................... 18 LIMITATIONS ............................................................................................................................ 23 CONCLUSION ............................................................................................................................ 24 REFERENCES ............................................................................................................................. 24

About this Master's Thesis

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School	Rollins School of Public Health
Department	Hubert Department of Global Health
Degree	MPH
Submission	Master's Thesis
Language	English
Research Field	Health Sciences, Public Health
Palabra Clave	Tobacco Control Media Outreach
Committee Chair / Thesis Advisor	Huang, Cheng, Emory University
Partnering Agencies	Does not apply (no collaborating organization)

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