smoking warning labels - content analysis of top 10 us newspapers

Rajvee Assignment 4 - Communication For Social Change – Professor Angela Aguayo

Proposed Anti - Smoking Warning labels coverage in the US newspapers

- A Content Analysis of Top 10 newspapers

- Rajvee Subramanian

Communication for Social Change – MCMA 561

Professor Angela Aguayo

1


Abstract

This research explores how top 10 newspapers in the United States of America covered the proposed anti smoking warning labels campaign. A content analysis was done for this campaign about its coverage for a period of one month from the day it was announced. Through the examination of 28 articles, this study found that 79% of the newspapers took a positive stance for this campaign. The study explores the implications of these findings and argues that newspaper can be the drivers for social change. Journalists understand the current health crisis because of tobacco related preventable deaths and their handling of this topic through their news articles can help in addressing these health concerns.

2


Table of Contents

Introduction

Impact of Smoking 4

Media’s role in Social Change 5

Significance 6

Review of Literature 7

Agenda Setting Theory 8

Research Question 9

Methodology

Content Analysis 10

Sample 11

Coding Scheme 11

Results

Data Analysis 12

Interpretation of Results 14

Discussion 16

Limitations 17

Bibliography 18

3


Introduction:

Impact of Smoking

Smoking damages your health and increases the probability of disease. This is not just a label put on your package of cigarettes but a fact that has been known for quite some time.1-7 It has been estimated that some 47% of all men and 12% of all women in the world smoke.(8)

The World Health Organization (WHO) has predicted that tobacco use may kill a billion people by the end of this century. (9) In an effort to discourage smoking, a number of countries such as Australia, Canada, Brazil, and Singapore have used graphic health warning labels to educate the public about the health hazards of smoking. Such labels were first printed in Singapore in 2004 and subsequently revised in 2006. (10) Many countries wanted to see the impact these graphic warning labels had on the people and then wanted to implement it.

Addiction to drug, alcohol and tobacco costs billions of dollars annually; smoking alone, now the leading cause of death in the United States, is responsible for more than half million deaths each year. These trends towards personal pathology are reversible, if individuals choose to change their habits, but informing the public in great deal about potential risks has led to less behavioral change than hoped. (11)

The Food Drug Administration (FDA) beginning September 2012, will require larger, more prominent cigarette health warnings on all cigarette packaging and advertisements in the United States. These warnings mark the first change in cigarette warnings in more than 25 years and are a significant advancement in communicating the dangers of smoking.

The labels, which will cover the top half of cigarette packages, include images of healthy and diseased lungs, a dead man and cancerous teeth. The hope is that these warning labels will deter new smokers and be the final push for current smokers to quit.

4

The FDA released new images on June 21, 2011 intended for use as cigarette warning labels. Beginning September 2012, FDA will require larger, more prominent cigarette health warnings on all cigarette packaging and advertisements in the United States. These warnings mark the first change in cigarette warnings in more than 25 years and are a significant advancement in communicating the dangers of smoking. UPI/FDA (12)


In the past four years, many countries such as Singapore, Thailand, Vietnam, Brazil, India among other countries around the world have implemented this warning graphic images campaign against smoking. Ever since the FDA came up with this proposal to implement this scheme in the USA, it has evoked widespread response in the media and social media. On one hand we have many health crisis facing society and on the other we have made considerable progress on the technological front. Technology has drastically transformed our lives and access to information like never before. There is a great deal of potential to use media effectively and efficiently to address these health concerns and thereby lay a foundation for a healthy and a stronger society.

Media’s Role in Social Change

Media has got an important responsibility; other than to entertain it also should educate the public about the various issues that confront society. Mass media has transformed the way we live and has a considerable impact on our society. Sociologists refer to this phenomenon as a mediated culture where media reflects and creates the culture. Communities and individuals are bombarded constantly with messages from a multitude of sources including TV, billboards, and magazines, to name a few. These messages promote not only products, but moods, attitudes, and a sense of what is important. (13) Media senses the pulse of people. They not only report the news but also help in the opinion making process of people there by creating social change which is the focus of this study.

The news media wields enormous global influence by disseminating information on a wide range of important topics across many cultures. News coverage and dissemination of information may become one of the most powerful tools in reducing pervasive social problems by raising public awareness and consensus leading toward the formulation of beneficial public policies. (14)

Contemporary Society is permeated by the media, to an extent that the media may no longer be conceived as being separate from cultural and other social institutions. According to Stig Hjarvard, “Exposure to a newspaper or a television channel itself represents an act that has social significance for receiver and sender alike. Furthermore, the reader or viewer may very well store the message they have read or seen and relate it to others. Topics mentioned in print and broadcast media often had direct consequences in the political system and in cultural and confessional spheres – and vice versa. (15)

In exploring the relationship between media and society, pertinent questions include whether media are molders or reflectors of social structures, and whether media are agents of social change or reinforces of the status quo. (16) The mirror approach assumes that the media provide a truthful and objective portrait of social reality. (17) The null effects approach also suggest that media content reflects reality with little or no distortion, but sees this reality as the result of compromises between those who sell information to the media and those who buy it. (18)

Shocking revelations or even illuminating explanations can change the world a bit - or at least, they can affect the attitudes of a whole lot of people. That is probably why media relations is a pillar of almost every promotional effort social marketers undertake. The American Journalism tradition values fairness and objectivity over well reasoned arguments that question social norms, that opinion stuff is for the Sunday talk shows and the back of the A-section that attracts roughly half the daily readership of local and national news stories. The bulk of what reaches is passed off as observation with a touch of objective analysis. This is good, really, even when reporters don't seem to care whether we succeed. This reluctance

5


to embrace advocacy is exactly what makes the American press - in fact, a free press in general - so very powerful a factor in creating social change. (19)

Peter Michelle feels that, "news media as one tool for winning mass media exposure for a message aimed at changing attitudes. This "earned media" lacks the precision control of advertising, but it is imbued with a broad credibility that can't be bought elsewhere. In short, the news media's unique value is its reluctance to be our patsy."

News media on the whole informs, educates, entertains and even motivates people in their day to day life, that’s why it’s one of the most powerful tools of social change. It has survived and evolved over thousands of years, starting in the form of pamphlets, manuscripts till the current form of social media. This social media is not just about news where there is a palpable change brought about in the minds of the reader who jump into action.

Significance

Tobacco use is the leading cause of premature and preventable death in the United States, and claims almost half a million lives each year. Requiring larger, more prominent warnings on cigarette packaging and advertisements is part of a broader strategy to help tobacco users quit and prevent young people from starting to smoke. The new warnings serve as a reminder of the negative health consequences of smoking every time someone picks up a pack of cigarettes or views a cigarette advertisement.(20) “Prevention is better than cure”, and deaths and side effects related to tobacco have been documented and the Government is trying to address these issues in their campaign by making it mandatory for the cigarette companies to highlight about the consequences of smoking in their labels. Even though Government on its part understands that a complete ban on tobacco is one way of addressing smoking, at the same time understands its social repercussions. To begin with they are making it mandatory for the cigarette industry to use graphic images on cigarette labels thereby making the consumers feel that they should be aware of the consequences as well. This may be a scare tactic, however it has yielded positive results in many countries around the world which has implemented these graphic warnings.

According to Internet world statistics, internet penetration in the USA is around 78%, (21) which suggest that people have now more time and access to internet than ever before. Health care providers also report that patients are raising treatment issues that they have seen addressed on popular television shows and internet. The internet now holds key to a great new potential of how this can be tapped to reach out to large groups of the population who are also vulnerable to smoking. When we analyze the top 10 news sites for their content and coverage of the proposed graphic warnings on cigarette labels, we will be able to assess at least the way these top websites have handled this information. Keeping in mind the current scenario of the impact of smoking on our community, we will be able to gauge how these top online sites are trying to bring about a positive change through their article which can enhance the quality of an individual and in turn our society.

6


Research about the effects of the coverage on smoking in online media can help in raising the awareness of the ill effects of smoking and also document the role of media in enhancing the potential side effects of smoking. There has been a considerable amount of research on media like television, newspaper and radio but studies about the coverage of smoking in the news media is an emerging trend and also research on this area is in its infancy. So any kind of critical studies will help the researchers now and in the future to understand and embrace the effects of this news media.

Review of Literature

In an effort to discourage smoking, a number of countries such as Australia, Canada, Brazil, andSingapore have used graphic health warning labels to educate the public about the health hazards of smoking. Such labels were first printed in Singapore in 2004 and subsequently revised in 2006.(22)In addition, recent legislations passed in the United Kingdom will also require cigarette packs to carry such labels by 2009.(23) In 2001, a study conducted in Canada revealed that graphic health warning labels were effective in discouraging smoking among smokers, with approximately one-fifth of smokers decreasing their cigarette consumption as a result of the labels.

Expressing serious concern over the growing number of teenage students and adults especially women resorting to get into the smoking habit, the FDA after a series of meetings with various agencies and careful assessment decided to implement graphic warning labels in cigarette packs. The nine warning labels are required by federal law to take up half of the pack both front and back, by fall of 2012. The labels, which represent the biggest change in cigarette packs in the U.S. in 25 years, also include images of the corpse of a dead smoker, diseased lungs, a smoker wearing an oxygen mask and a man wearing an "I Quit" T-shirt. The warnings must also appear in advertisements and constitute 20 percent of each ad, and cigarette makers will have to run all nine labels on a rotating basis. The FDA estimates that the labels will cut the number of smokers by 213,000 in 2013.(12)

It is well known that the most heavily advertised brands tend to attract the younger smoker market. In the USA, the most heavily advertised brands are Marlboro, Newport, and Camel.(24, 25). One of every five people in the USA smokes. The risk of pneumococcal pneumonia goes up with the number of years of smoking and with the number of cigarettes a person has smoked. (26) . Smoking is known to be a risk factor for respiratory, cardiovascular, and malignant diseases. Smoking during pregnancy can cause spontaneous abortion, stillbirth, low birth weight, and sudden infant death syndrome. It may also have adverse effects on toddlers’ behavior, interfere with cognitive performance, and increase the probability that the child becomes a smoker later in life. For non-smokers, passive exposure increases the risk of lung cancer, heart disease, and respiratory illness. (27)

Studies have indicated that implementing smoking ban policies and promoting smoke free environments had a positive impact on motivating smokers to quit .Studies indicate that the prevalence of noticing health warnings and of thinking about health hazards and quitting significantly increased after the new act was implement in Taiwan. The univariate results showed that the implementation of graphic warnings and the smoke free law significantly increased the odds of quitting smoking. This study showed that implementation of graphic cigarette warnings and a smoke free law was associated with an increase in warning label salience and on thoughts about health hazards and quitting. The results are consistent with results from a study in Australia. (28)

7


Charney and Greenberg (2002) found that keeping the public informed was such a dominant factor that it accounted for 40% of the variance in internet use gratification, overwhelming the major predictor, “diversion and entertainment”. (29)

Reporters are trying to predict what people will talk about tomorrow, or at least predict what their editors think people will talk about tomorrow. One old cynical expression notes that news is what happens near reporters before deadline. So a message that may spur social change faces a number of hurdles before a haggard 27-year-od will sign up as our ally; it must be new, it must be a bit shocking. It must be something his editors think people like to talk about, and it must arrive at the right time on the right person's desk. Approaches to modernization of traditional societies often stress the value of engaging the mass media to implant messages of change in the mind of the public.(19)

Studies from developed countries such as Finland,(30)the Netherlands,(31) Scotland (32)and Spain (33) have shown a considerable reduction in work place and restaurant secondhand smoke (SHS) exposure and in respiratory symptoms among hospitality workers after implementation of a smoke free law. (34)

In 2001, a study conducted in Canada revealed that graphic health warning labels were effective in discouraging smoking among smokers, with approximately one–fifth of smokers decreasing their cigarette consumption as a result of the labels. Singapore and Scotland are both countries in the developed world with approaches to tobacco control, as well as a significant difference in the prevalence of smoking between the two countries. (35) It has been found that the use of graphic health warning labels may be an effective stimulus towards smoking cessation (36). Although autonomy is the final determinant for one’s smoking behavior, the use of graphic health warning labels can provide an important source of education for all, regardless of their smoking status. Owing to the widespread availability of cigarette packs and the effectiveness of graphic labels in smoking cessation, a label reading, “Smoking causes blindness” printed on cigarette packs, such as that used in Australia, may have a twofold effect of raising awareness of the link between smoking and blindness, as well as discouraging the habit of smoking. (37)

The United States Department of Health and Human services, report titled, ‘Mass Media and health’ states that “Communication through the mass media can be an important component of health promotion strategies designed to change health risk behaviors. The mass media have the capacity to reach and influence millions of Americans simultaneously”. (38)

Agenda Setting Theory

Agenda-setting theory states that the news media have a large influence on audiences. In terms of what stories to consider newsworthy, how much prominence and space to give the news is important. Agenda-setting theory’s main postulate is salience transfer. Salience transfer is the ability of the news media to transfer issues of importance from their news media agendas to public agendas. "Through their day-by-day selection and display of the news, editors and news directors focus our attention and influence our perceptions of what are the most important issues of the day. This ability to influence the salience of topics on the public agenda has come to be called the agenda setting role of the news media. (39)

8


The media uses diffusion to spread ideas and aid in its agenda setting. Opinion leaders are very important to the media at using their networks to pass on the flow of information. Journalists or opinion writers are people who are thought of by others to know a significant amount of information on a topic or an expert in their spheres of work, they are at the center of a social network, more attentive to outside information and capable of influencing the masses.

Humans are curious by nature, we as a species have an innate drive to understand the environment around us. This disconnect of not knowing our surroundings or dissonance, as Leon Festinger would put it, means we either need to change our way of thinking or change our behavior to come back into a state of consonance or connection. Orientation is a term to describe the need for individuals to orient themselves to their surroundings/environment. In the case of agenda setting theory, we know that news media provide this orientation.

Although many scholars have differing opinions of what exactly framing is, Mccombs defines it as, "the selection of - and emphasis upon - particular attributes for the news media agenda when talking about an object (the fact of cutting and trimming news stories in order to filter it and shape it as the sender wish) . In turn, as we know from attribute agenda setting, people who frame objects, placing various degrees of emphasis on the attributes of persons, public issues or other objects when they think or talk about them." (40) In other words, it is not just what is said in news reports, but how subjects are characterized and presented. It is through this unique characterization/portrayal of issues/objects that communicates certain meanings to audiences apart from just stating facts and figures; the whole is greater than the sum of its parts. Entman.(1993) not only defines frames as “involving selection and salience. To frame is to select some aspects of a perceived reality and make them more salient in a communicating text, in such a way as to promote a particular problem definition, causal interpretation, moral evaluation, and/or treatment recommendation for the item described.”(41).

Bryce laid out in great detail the ways in which individual newspaper readers formed their opinions on issues of the day. He explained that the “leading article” was a potent factor in the formation of the individual’s interpretation of what important things were taking place that day. Thus the individual opinions was formed in an interplay among the readers own predisposition and beliefs, the opinions of others with whom he discussed the issue, and the manner in which the topic was reported in the press. As others reached similar views, public opinion as a collective process was developed. (42) Scheufele discovered that a local newspaper’s prominent coverage of certain issues increased the importance of this issue among readers. (43)

Research Question

How did the Top 10 newspapers in the United States report the proposed anti-smoking campaign?

This study investigates the coverage of the top 10 newspapers in the US to explore their stance and coverage of the proposed anti smoking campaign. The extent of coverage this topic got in these top 10 leading news sites will indicate the level of importance assigned to this topic by the newspapers. Analysis of the content of the stories will indicate whether the coverage was positive or skeptical about the effectiveness of the campaign. In general, everyone in society is aware of the hazards and complications of smoking related illnesses but in spite of that millions of people are addicted to it. This not only affects the smokers but also other individuals who don’t smoke (passive smokers). There has

9


been a considerable debate and studies in the field of mass communication and social media theories, that media has contributed in a lot of ways for people to start smoking, for instance, the portrayal of actors who think smoking is macho (Clint Eastwood in cowboy movies ) and also images such as a confused person trying to smoke a cigarette to beat the stress. In few countries, Government has banned films showing people smoking on screen or at least it comes with a caution placard. The media’s coverage of this particular campaign regardless of its stance will set the agenda on how both smokers and non smokers perceive this campaign. When a certain topic or issue gets the exposure in media it gets the attention of the public which in turn might become fodder for conversation in intrapersonal or interpersonal or even group communication settings.

This study will analyze how the media has understood the gravity of the smoking crisis among the community and how they are trying to educate the masses through their news articles and try to bring about an awareness that helps an individual to adopt safety measures, behavior and practice.

Methodology:

A content analysis for Top 10 news websites in USA about cigarette label warnings will help us understand the coverage of this topic in these media. We will be able to find out the predominant response for the proposed changes and also it might reflect the overall mood or the attitude of people about these changes. Whether media is for the campaign or against the campaign can be very crucial because this might be a preview for what people might think when the proposed bill takes shape.

Name Circulation

USA Today 2,114,000

Wall Street Journal 2,100,000

New York Times 1,040,000

The Mercury News 894,943

The Florida Times-Union 735,617

Los Angeles Times 723,000

New York Daily News 708,773

New York Post 704,000

Washington Post 665,000

Daily News 603,000

These are the top 10 newspapers (44) that will be considered for our study and how they have given coverage for the cigarette label warnings. Because of the physical inability to access these newspapers, online versions of these papers were taken up for the study. A content analysis of these and how they have given coverage for the cigarette warning label signs will help us understand about how news media perceives this whole topic. As theorist Douglas Kellner points out : “Media dominates our everyday life”. We live in a world created by the media and our everyday choices, conversations and thought patterns are dictated by this institution. There have been considerable number of researches about introduction and implementation of these graphic label warnings on cigarette packs in many countries around the world. Since the FDA announcement came only on June 21st,2011in the USA, it’s still a new

10

http://www.nydailynews.com/

http://www.washingtonpost.com/

http://www.nypost.com/

http://www.nydailynews.com/

http://www.latimes.com/

http://www.jacksonville.com/

http://www.bayarea.com/mld/mercurynews

http://www.nytimes.com/

http://online.wsj.com/

http://www.usatoday.com/


phenomenon and there has not been much of study documented on this topic. This study might be a little contribution to this subject of research in the days to come. It will help understand the dominant viewpoint of the media about graphic warnings of images on cigarette packs and also how media play a crucial role in the dissemination of information especially about the coverage of “graphic warning labels on cigarette packs”

Bernard C.Cohen’s famous 1963 statement: “ the press may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think about.” This statement cannot be generalized for all the media but it holds truth even now. So this study will try to explore whether how the US media interprets a Government campaign on anti-smoking.

Given the background that smoking has considerably affected the lives of millions and also its burden on the economy. Considerable change for good from the present scenario is the need of the hour and how journalists play a vital role in reaching out to millions of people through their writing will be analyzed through this study. This will help us understand how they are trying to address the health concerns prevalent in society.

Sample

A content analysis of the top 10 newspapers in USA will explore questions such as how many stories are there on the topic, what is the extent of coverage in the leading newspapers, what type of coverage did the story receive among these top websites whether it was mere news or an opinion.

The sample of articles from the top 10 newspapers will be taken from the date of announcement of the FDA on June 21, 2011 and the subsequent one month period during which the coverage of this news will be considered for our study.

Questions relevant to find out the answers for our studies will be raised and then taking every article into account will dissect how this has been addressed. For instance, whether the coverage was positive or neutral based on a scale -1,0,1.

Coding Scheme

A basic codebook was developed to code the issues that pertain to the study. After searching for the period between 21st June to 21st July, 2011. The number of results that were relevant to the topic under study was counted. Header item within the article is considered to identify the type of article. Articles could be of four types: news, opinion, blog, or miscellaneous.

The coder read through the article with a view to identifying whether the article implied the success or failure of the proposed campaign. If the news article was positive it was given the value of 1 and if the news article was negative it was given a value of -1 and if the story had a neutral value it was given a value of 0.

11


Results

Newspaper ( Circulation) Story Date Type of Story Stance

1. USA Today


(2,114,000)

1

2

21/6

21/6

News

News

1

1

2 Wall Street Journal

http://online.wsj.com/home-page

(2,100,000)

3

4

5

6

7

22/6

21/6

21/6

21/6

22/6

News

News

News

News

Blog

1

1

1

1

1

3. New York Times


(1.040,000)

8

9

10

11

22/6

24/6

27/6

8/7

News

Blog

News

Opinion

1

1

0

1

4. The Mercury News

http://www.mercurynews.com/

(894,943)

12

13

14

15

7/7

6/7

21/6

21/6

News

News

News

News

-1

1

1

1

5. The Florida Times Union

http://jacksonville.com/

735,617

16

17

18

15/7

23/6

28/6

News

Blog

Opinion

-1

1

-1

6. Los Angeles Times


723,000

19

20

21

22/6

21/6

27/6

News

News

Blogs

1

1

1

7. New York Daily News 22 21/6 News 1

12


http://jacksonville.com/

http://www.mercurynews.com/


http://online.wsj.com/home-page



http://www.nydailynews.com/index.html

708,773

8.New york post


704,000

23

24

22/6

22/6

News

News

1

1

9. Washington post


665,000

25

26

27

23/6

24/6

21/6

News

News

News

-1

0

1

10. Daily news


603,000

28 21/6 News 1

USA Today had two news item on this issue and both of them were positive for the campaign against smoking. This article also had those graphic warnings along with the article to stress about the images and its potential impact on the smoker. The use of various quotes from the concerned authorities and its content reflect that they are trying to tow the stand of this proposed campaign. They very well understand the impact smoking on the health of the individual and the state by giving statistics on how much it’s affecting shows their intention. Even though it does not mention that people have to quit smoking but the stressing on helpline numbers to quit smoking which is there on the images through this news article, points out to the readers that there are ways people can adopt to quit smoking.

Wall Street Journal had five news items on this issue and all of them were positively for the campaign against anti smoking. This article also had those graphic warnings along with the article to stress about the images and its potential impact on the smoker. The use of various quotes from the concerned authorities and its content reflect that they are trying to tow the stand of this proposed campaign. Journalists understand the impact smoking on the health of the individual and the state by giving statistics on how much it’s affecting the public shows the intention, they have to bring about a change from the present scenario. Even though it does not insist that people should quit smoking but stress on the helpline numbers available. The news lead that these images are going to scare the people only points out that they want people to quit smoking and adopt a healthy behavior.

New York Times had four news items for the corresponding period and three of them were supportive of the campaign and one of them had a neutral viewpoint. The neutral story dwelt about the litigation of the smoking ban in Australia and there is just a reference about the graphic warning

13






labels in the USA. The Mercury News had 4 articles and 3 of them were positive about this campaign and one of the articles took a negative stand. This article talks about how the images are not going to have any impact on the sales of cigarettes which in turn implies that the people are not going to be affected by this campaign.

The Florida Times Union featured three articles and two of the articles had a negative stand and while the other took a positive stand in the article. The negative stories were decided based on the fact that the writers felt that the graphic image warnings were not a good way to persuade the people to kick the habit which reflects the fact that the writers were against this campaign. They also express doubts about the impact of the images that it will not yield any positive results. Los Angeles Times had 3 articles on anti-smoking campaign and all of the articles had a positive outlook about the campaign and felt that the society needs to address this issue and the warnings on cigarette packs will raise the conscience of the smokers and potential future smokers. New York Post paper had 2 articles and both of them gave positive coverage for the proposed anti-smoking campaign. New York Daily News featured only one article and this was in favor of the stand of the proposed smoking ban.

Washington Post featured three articles and one of them gave a positive review and the other negative while the last one took a neutral stand. The negative article in the title page itself sums up the smokers are going to shrug off this campaign and there is not going to be much of an effect because of these images. This article was totally against this entire campaign. Daily News featured one article, it acknowledged the importance of the anti -smoking campaign.

Interpretation of results

This study considered news coverage of the proposed smoking warning labels in the Top 10 newspapers of the United States of America from June 21st to July 21st, 2011. This study yielded 28 stories in all which talks about the proposed graphic warning labels on cigarette packs. Considering each news article in depth, it was analyzed what type of news story were employed whether it was an opinion, news, blog or miscellaneous. The main focus of the study was whether the news item had a positive or negative stand in response to the proposed cigarette warning labels campaign. It was found that there were 22 articles which gave a positive stand for the campaign, two articles took a neutral stand and four articles had a negative outlook about this campaign.

Of all the top 10 newspapers considered for the study, Wall Street Journal gave the best coverage with 5 articles and all of the stories were endorsing the anti-smoking campaign. They were very confident about the proposed changes and highlighted the importance of smoking hazards through their news

14

Positive – 22 (79%)

Negative – 4 (14%) Neutral – 2 (7%)


article. New York Daily news and Daily news gave the least coverage with just one article but still were positive about the proposed cigarette label warnings. New York Times and The Mercury News contributed 4 articles each. Out of the 28 articles which were taken for this study, there were 3 blogs and 2 opinion columns and one of the opinion columns expressed doubts on the impact of the proposed warnings.

This study found out that 79% of the news items were in favor of the proposed graphic warning labels. 14% of the news items were against and 7% of the news items were found to be neutral in their coverage. It only goes on to show that majority of the newspaper organizations were on the side of the campaign for anti-smoking. They understood the gravity of the situation that tobacco related products were causing extensive damage to the condition of the person as well as the state. They also highlight that the Government of United States of America has proposed these changes after many rounds of discussion and deliberation. The quotes they have used in the articles also reflect that the authorities are very much concerned about the current scenario that the issue of smoking should be addressed.

"Tobacco use is the foremost preventable cause of death in America," said Kathleen Sebelius, secretary of Health and Human Services, and the diseases caused by tobacco cost government health services millions of dollars a year. (USA Today)

“We are pleased with the images they picked,” said Nancy Brown, chief executive of the American Heart Association. “They strongly depict the adverse consequences of smoking. They will get people’s attention. (New York Times)

Hamburg, in an interview Tuesday morning, said the new labels would be "an important and powerful tool" in inducing smokers to quit and in deterring nonsmokers from taking up the habit. (LA Times).

The selection of the quotes by the writers points out that they are keen to highlight that this initiative is going to help the public. And they were very much positive that this campaign is going to yield results by deterring the smokers to quit the habit. Also, it will scare away people from getting into smoking. Requiring larger, more prominent warnings on cigarette packaging and advertisements is part of a broader strategy to help tobacco users quit and prevent young people from starting to smoke. The new warnings serve as a reminder of the negative health consequences of smoking every time someone picks up a pack of cigarettes or views a cigarette advertisement.

The rate of smoking in America has been cut roughly in half, to about 19 percent, from 42 percent in 1965. Smoking remains the leading cause of preventable death, killing 443,000 Americans a year, according to the Centers for Disease Control and Prevention. Each day, the government says, an estimated 4,000 youths try their first cigarette, and 1,000 a day become regular smokers. (45) Canada introduced blunt warning labels that included images of a pregnant woman smoking, a child and parent puffing away, and a drooping cigarette to illustrate the risk of impotence from smoking. Since then, the county's smoking rate has declined from about 26 percent to about 20 percent. How much the warnings contributed is unclear because the country took other steps to reduce smoking.(46)

With so much of data on hand and the experiences learnt from the implementation of similar tobacco cessation programs in other countries, the Government is keen to bring about a drastic change. The initiative to curb the effects of smoking by the proposed graphic warnings is expected to bring down

15


the number of smokers as well as its effects. The media has done its part with a majority of the organization siding with the campaign of the Government. Exposure to this content about the ill effects of smoking and the proposed warning labels to be implemented by September 2012 serves as a precursor of what is going to happen. People are mentally ready to accept the changes prompted by the news media, of course there will be some opposition for this campaign. But with the solid support of media, this campaign can garner strong support from the public.

This study very clearly summarizes that the majority of the journalists are in favor of the proposed smoking warning labels and thereby they also set the agenda for the fact that there is going to be a positive impact for the proposed warning labels and that people should adopt a healthy lifestyle changes and enhance their quality of life. Smoking is hazardous but when these messages get reinforced time and again we can expect at least a small change which can go a long way in empowering the individual and the state. One cannot say for sure how much this is going to change the present smoking rate among the community but through this study we can be confident that media is very receptive about the proposed graphic warnings and it will have a positive impact on the people.

Discussion

For advocates, the press is a grand piano waiting for a player. Strike the chords through a news story, a guest column, or an editorial and thousands will hear. Working in concert, unbiased reporters and smart advocates can make music together.

Susan Wilson New Jersey Network for

Family life

Smoking is injurious to our health and we all know that but the fact is that from the health perspective point of view, the state want smokers to stop smoking. With the help of NGO’s and health professionals much has been done to get the health messages across to the people and now with the support of the Government, measures are being taken to address the issue of smoking by these anti-smoking laws and media to take this message across to people. They want people to be equipped with the right kind of information about some of the important things that face our society.

News media are trying to give adequate coverage for news other than politics and mainstream daily newspapers have specialized health correspondents to write for them. Ever since the 1980's it has become an increasingly popular approach to promote public health goals. This approach seeks to enhance the visibility, legitimacy, and power of community groups. Journalists taking up health issues and giving in depth coverage is more than just a news item because it's an effort to fundamentally shift power back to the community by cultivating skills that can enhance and amplify the community's voice. It attempts to help individuals claim power by providing knowledge and skills to better enable them to participate in efforts to change the social and political factors that contribute to the health status of all.

The study finding suggests that the news media has been very receptive for this anti-smoking campaign and have given adequate coverage for the news item. The campaign for anti-smoking through news media can be termed a success but on the other hand whether the messages are taken seriously by the readers to implement by adopting healthy behavior still remains unknown. Clearly, media do not exist in a vacuum and this research does not suggest that social change in USA was dictated by newspaper

16


content and there has been a drastic change about smoking in the minds of the reader. Given the fact that contemporary life is permeated by media and it’s been a part and parcel of our life, no one can deny the powerful existence and influence of this institution. News articles are everyday conversations in interpersonal, intrapersonal and group communications and repeated exposure of these topics can help raise the conscience of people about the ill effects of smoking. The journalists here clearly have the right kind of agenda for the people which can positively address the current health concerns expressed by the authorities to address the burning issue of smoking. The campaign taken up by the people in power to alleviate the impact of smoking on the community is also taken up by the media who would see that this campaign can be of productive use to the community. When the journalist community has set a positive tone for this campaign, the expected results of this campaign also will be very much positive and it can definitely have impact on the people.

Certainly, the American press have clearly explained their choice when it comes to smoking and it’s a big NO. Many of the articles stress on the importance of the helpline numbers that are printed on the warning labels, since it can help those people who are looking to address their health concerns can get it in touch with the toll free helpline. The best thing about the American Journalist is that they have the attitude of both the Uncle Sam and the Lady of Liberty. When it comes to serious issues concerning their people, they want to be strict at the same time they believe in the freedom of an individual and the choice to exercise what she/he likes. None of the news items had this preaching attitude about not to smoke but the news article is fragmented into tiny chunks where it talks about the ill effects of smoking and the authority’s sincere steps to alleviate the current health crisis faced by the country because of smoking.

Since the topic is new and there has not been much of research in this field as of now but my study findings clearly point out that the majority of news media in America have positively endorsed the anti-smoking campaign. They want to bring in a change that society is currently facing because of the consequences of smoking which has ruined the health of individuals and the economy of our country.

Limitations

This study should be seen as a small step in a broader research agenda. Due to duration of the research and the short deadline for the researcher, inter-coder reliability was not done for the findings, and our findings do not necessarily mean it’s the last word on the topic. These findings clearly need to be replicated within a larger sample base and with a more detailed framing scheme to discover even more latent and nuanced differences in the coverage of anti-smoking campaigns. Conducting in-depth interviews with journalists and reporters would also help elucidate some of the deeper meanings behind the content of the news and the reasons for their existence. Further interviews and focus groups with readers would also help to examine a more causal and direct agenda setting link between coverage found and the social change that results.

Bibliography.

17


(1) Wynder EL, Graham EA. Tobacco smoking as a possible etiologic factor in bronchiogenic carcinoma: A study of 684 proved cases. JAMA 1950;143:329–96.

(2) Doll R, Hill AB. The mortality of doctors in relation to their smoking habits: A preliminary report. Br Med J1954;1:1451–1455.

(3) Doll R, Hill AB. Lung cancer and other causes of death in relation to smoking: A second report on the mortality of British doctors. Br Med J 1956;2:1071–1081.

(4) Hammond ED, Horn D. Smoking and death rates – report on forty-four months of follow-up on 187,783 men, I: Total mortality. JAMA 1958;166:1159–1172.

(5) Hammond ED, Horn D. Smoking and death rates – report on forty-four months of follow-up on 187,783 men, II: Death rates by cause. JAMA 1958;166:1294–1308.

(6) Royal College of Physicians. Smoking and Health, Summary and Report of the Royal College of Physicians of London on Smoking in Relation to Cancer of the Lung and Other Diseases. New York: Pitman Publishing; 1962.

(7) US Department of Health, Education, and Welfare. Smoking and Health, Report to the Advisory Committee to the Surgeon General of the Public Health Service. Public Health Service publication no. 1103. Washington, DC: US Government Printing Office; 1964.

(8) World Health Organization (WHO). Tobacco or Health. A Global Status Report. Geneva: WHO; 1997.

(9) World Health Organization. MPOWER: A policy package to Reverse the Tobacco Epidemic. Geneva. World Health Organization.

(10) Health Promotion Board Singapore. Graphic health warnings on tobacco packaging inspire smokers to quit the habit. 16 May 2006. Available from http://hpb.gov.sg/rpt/2007/vi-04-smokingCon.html

(11) Harris,L.M.,(1995), Health and the New Media, Technologies transforming personal and public health. Chicago, pg 167

(12) http://www.upi.com/News_Photos/gallery/FDA-releases-new-cigarette-warning-labels/5303/?dailybrief – Image sources

(13) http://www.irtvu.com/en/?c=content&id=4070 accessed on July 20th, 2011.

(14) Elizabeth K. Carll, Introduction: Psychology, News Media and Public Policy : Promoting Social Change. American Behavioral Scientist, Vol.46 No 12, August 2003 1591 - 1593, doi:10.1177/0002764203254614

(15) Stig Hjarvard, The Mediatization of Society, A theory of the Media as Agents of Social and cultural change, Nordicom Review 29 ( 2008) 2,pp. 105 – 134.

(16) Glasser, charlotte k. ( 1997) 'Patriarchy, mediated desire and chinese magazine fiction', Journal of Communication, vol.47.no.1, pp. 85 - 108.

18

http://www.irtvu.com/en/?c=content&id=4070

http://www.upi.com/News_Photos/gallery/FDA-releases-new-cigarette-warning-labels/5303/?dailybrief

http://www.upi.com/News_Photos/gallery/FDA-releases-new-cigarette-warning-labels/5303/?dailybrief

http://hpb.gov.sg/rpt/2007/vi-04-smokingCon.html


(17) Curran, James, Gurevitch, Michael & Woollacott, janet ( 1982) 'The study of the media: theoritical approaches', in Culture, Society and the Media, eds James Curran, Michael Gurevitch & Janet Woollacott, Methuen, London, pp. 11-29.

(18) Shoemaker, pamela J. & Reese, Stephen D ( 1991) Mediating the Message: Theories of Influences on Mass Media Content, Longman, New York.

(19) Peter Mitchell, Accidental Allies : The American News Media and Social Change. Social Marketing Quarterly, Summer 2002, Vol.8 Issue, p 36-40, 5p

(20) http://www.fda.gov/TobaccoProducts/Labeling/ucm259214.htm#Public_Health_Impact accessed on July 20th, 2011.

(21) http://www.internetworldstats.com/stats14.htm accessed on July 20th, 2011.

(22) Hammond ED, Horn D. Smoking and death rates – reporton forty-four months of follow-up on 187,783 men, I: Totalmortality. JAMA 1958;166:1159–1172.

(23) Royal College of Physicians. Smoking and Health, Summary and Report of the Royal College of Physicians of London on Smoking in Relation to Cancer of the Lung and Other Diseases. New York: Pitman Publishing; 1962.

(24) Kaufman NJ, Castrucci BC, Mowery P, et al. Changes in adolescent cigarette-brand preference, 1989 to 1996. Am J Health Behav2004

(25) Cummings KM, Hyland A, Pechacek TF, et al. Comparison of recent trends in adolescent and adult cigarette smoking behavior and brand preferences. Tobacco Control1997;6 (suppl 2) :S31–7

(26) Quick Bites from the Blog Source: USA Today, OCT 23, 2008:

(27) Fagerstro¨m K. The epidemiology of smoking: Health consequences and benefits of cessation. Drugs2002;62(Suppl 2):1–9.

(28) The impact of graphic cigarette warning labels and smoke free law on health awareness and thoughs of quitting in Taiwan – Fong-Ching Chang, Chi-hui Chung , Po-Tswen Yu an Kun-Yu Chao, Department of Health Promotion and Education, National Taiwan Normal University, Health Education Research, Vol.26.no.2.2011. Pages 179-191

(29) Carolyn A Lin and David J.Atkin (2007). “Communication Technology and Social Change” Theory and Implications, Lawrence Erlbaum Associates, Publishers, London. pg 184

(30) Heloma A Jaakkola MS. Four year follow up of smoke exposure, attitudes and smoking behavoiro following enactment of Finland’s national smoke free work place. Addiction 2003,: 98: 1111-7.

(31) Wilson N, Edwards R, Maher A et al. National smokefree law in New Zealand improves air quality inside bars, pubs and restaurants. BMC Public Health 2007; 7: 85

19

http://www.internetworldstats.com/stats14.htm

http://www.fda.gov/TobaccoProducts/Labeling/ucm259214.htm#Public_Health_Impact


(32) Haw SJ,, Gruer L. Changes in exposure of adult non-smokers to secondhand smoke after implementation of smoke –free law legislation in Scotland: national cross sectional survey. BMJ 2007; 335: 449

( 33) Nebot M, Lopez MJ, Ariza C et al. Impact of the Spanish smoking law on exposure to secondhand smoke in offices and hospitality venues: before and after study. Environ health perspect 2009; 117: 344-7.

(34) Larsson M, Boethius G, Axelsso S et al. Exposure to environmental tobacco smoke and health effects among hospitality workers in Sweden-before and after the implementation of a smoke free law. Scand J work environ Health 2008; 34: 267-77

(35) Hammond D, Fong GT, McDonald PW, Brown KS. Graphic Canadian cigarette warning labels and adverse outcomes: evidence from Canadian smokers. Am J public health 2004;94: 1442-1445.

(36) Hammond D, Fong GT, Mc Neill A, Borland R, Cummings KM. Effectiveness of cigarette warning labels in informing smokers about the risks of smoking: findings from the International Tobacco Control (ITC) Four country survey. Tob Control (2006); 15 ( Suppl III): iii9-iii25, doi:10.1136/tc.2005.012294.

(37) DHL Ng, STD Roxburgh, S Sanjay and KG Au Eong. Awareness of smoking risks and attitude towards graphic health warnings labels on cigarette packs: a cross cultural study of two populations in Singapore and Scotland. Eye (2010) 24, 864-868 Macmillan publishers. (www.nature.com/eye)

(38) Public Health Service ( DHHS ). Rockville.MD. Office of Disease Prevention and Health Promotion. Mass Media & Health: Opportunities for Improving the Nation’s health. A report to the Office of Disease Prevention and Health Promotion and Office.

(39) Brooks, Brian S., et al. "News Reporting and Writing". Seventh Edition. Bedford/Missouri Group. Page 27.

(40) Mccombs, M. (2004). Setting the Agenda: The mass media and public opinion. Malden, MA, Blackwell Publishing Inc. p 87

(41) Entman, R. (1993). “ Framing toward clarification of a fractured paradigm” Journal of Communication 43(4), 52

(42) Defleur, Melvin L (2010). Mass Communication Theories: Explaining Origins, Processes and Effects. New York, NY:Allyn & Bacon

(43) Scheufele, D. A & Tewksbury, D. (2007). Framing, Agenda Setting, and Priming: The Evolution of Three news media Effects Models. Journal of Communication 57 (2007) 9–20.

(44) http://newspapers.com/top100.php accessed on July 20th, 2011.

(45)http://www.nytimes.com/2011/06/22/health/policy/22smoke.html?scp=1&sq=cigarette%20smoking%20warning%20labels&st=cse accessed on July 30th 2011.

(46) http://www.mercurynews.com/ci_18320862 accessed on July 30th 2011.

20

http://www.mercurynews.com/ci_18320862

http://www.nytimes.com/2011/06/22/health/policy/22smoke.html?scp=1&sq=cigarette%20smoking%20warning%20labels&st=cse

http://www.nytimes.com/2011/06/22/health/policy/22smoke.html?scp=1&sq=cigarette%20smoking%20warning%20labels&st=cse

http://newspapers.com/top100.php

http://en.wikipedia.org/wiki/Journal_of_Communication

http://onlinelibrary.wiley.com/doi/10.1111/j.0021-9916.2007.00326.x/abstract

http://onlinelibrary.wiley.com/doi/10.1111/j.0021-9916.2007.00326.x/abstract

http://www.nature.com/eye

smoking warning labels - content analysis of top 10 us newspapers

Documents