Media Effects Theory

The Goal Of the Research

• Does media effectively aid in smoking cessation?
• Does the media aid in smoking relapse?
• If it can be proven that media attention causes relapse, is such media unethical?

The Goal of the Research continued

• Relapse occurring on the first day of attempting to quit.
• Media pertaining to smoking may actually cause people to begin smoking or relapse.
• Contrariwise, there is research that suggests such media may aid in quitting.

Important Theories

• Campaigns were held from July 2008 until October 2012
• Smoking cessation is a dynamic process
• about half attempted to quit each year
• A majority of them who attempt to quit relapse before 6 months of abstinence

Concepts

• During the study period Florida’s TFF (Tobacco Free Florida) ran two different campaigns
• Types of ads that best encourage quitting
• Campaigns “Why-to-Quit” and “How to Quit
• Why to Quit?
• How to Quit.

Research Demographics

• Most between 45 and 65 years of age
• 2/3 Female in Gender
• Majority White/Non-Hispanic
• Variety of Cities Within Florida

Results

• First Cessation is relatively low intensity and long in comparison to second cessation
• First Relapse spell may be moderate intensity and long lasting
• Second relapse is found to be rather short in spell length yet high hazard

Media Influence On Smoking Cessation

• Prevent Usage
• 16 Million People
• "I'm Ready to Quit"
• Reaching Goals
• 1-800-Quit-Now

Media Adds Influence

• General Population
• Cancer, Mouth Tumors, and Tooth Decay
• Low/Middle-Income Countries
• Within Daily Routine
• Communication/Spreding the Word

REFERENCES