TAILIEUCHUNG - The Role of the Media in Promoting and Reducing Tobacco Use

The media strongly influence people’s conceptions and perceptions of the so- cial environment. While providing entertainment, they also impart information, cul- tural knowledge and values that in turn influence how people come to view themselves, certain social groups, gender roles, etc. Thus, the media not only aid in socialization, but by providing symbolic resources, they also exercise a form of pedagogy. This is the basis of media education as researchers in this field argue that a media literate person can not only take on a critical, analytical and evaluative perspective but can also use media to contribute to the production and communication of knowledge. The important question is. | National Cancer Institute . DEPARTMENT OF HEALTH AND HUMAN SERVICES National Institutes of Health NCI TOBACCO CONTROL MONOGRAPH SERIES The Role of the Media in Promoting and Reducing Tobacco Use Edited by Ronald M. Davis . Elizabeth A. Gilpin . Barbara Loken . K. Viswanath . Melanie A. Wakefield . Other NCI Tobacco Control Monographs Strategies to Control Tobacco Use in the United States A Blueprint for Public Health Action in the 1990 s. Smoking and Tobacco Control Monograph No. 1. NIH Pub. No. 92-3316 December 1991. Smokeless Tobacco or Health An International Perspective. Smoking and Tobacco Control Monograph No. 2. NIH Pub. No. 92-3461 September 1992. Major Local Tobacco Control Ordinances in the United States. Smoking and Tobacco Control Monograph No. 3. NIH Pub. No. 93-3532 May 1993. Respiratory Health Effects of Passive Smoking Lung Cancer and Other Disorders. Smoking and Tobacco Control Monograph No. 4. NIH Pub. No. 93-3605 August 1993. Tobacco and the Clinician Interventions for Medical and Dental Practice. Smoking and Tobacco Control Monograph No. 5. NIH Pub. No. 94-3693 January 1994. Community-based Interventions for Smokers The COMMIT Field Experience. Smoking and Tobacco Control Monograph No. 6. NIH Pub. No. 95-4028 August 1995. The FTC Cigarette Test Method for Determining Tar Nicotine and Carbon Monoxide Yields of . Cigarettes. Report of the NCI Expert Committee. Smoking and Tobacco Control Monograph No. 7. NiH Pub. no. 96-4028 August 1996. Changes in Cigarette-Related Disease Risks and Their Implications for Prevention and Control. Smoking and Tobacco Control Monograph No. 8. NIH Pub. No. 97-4213 February 1997. Cigars Health Effects and Trends. Smoking and Tobacco Control Monograph No. 9. NIH Pub. No. 98-4302 February 1998. Health Effects of Exposure to Environmental Tobacco Smoke. Smoking and Tobacco Control Monograph No. 10. NiH Pub. No. 99-4645 August 1999. State and Local Legislative Action to Reduce Tobacco Use. Smoking

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