Public reaction to the portrayal of the tobacco industry in the film The Insider

Citation
Hg. Dixon et al., Public reaction to the portrayal of the tobacco industry in the film The Insider, TOB CONTROL, 10(3), 2001, pp. 285-291
Citations number
37
Language
INGLESE
art.tipo
Article
Categorie Soggetti
Public Health & Health Care Science","Envirnomentale Medicine & Public Health
Journal title
TOBACCO CONTROL
ISSN journal
0964-4563 → ACNP
Volume
10
Issue
3
Year of publication
2001
Pages
285 - 291
Database
ISI
SICI code
0964-4563(200109)10:3<285:PRTTPO>2.0.ZU;2-1
Abstract
Objectives-To assess public perceptions of the tobacco industry and behavio ural intentions for tobacco use in response to watching the film The Inside r. Design-Self administered pre-film survey conducted immediately before viewi ng and post-film telephone survey conducted within 1-5 weeks of viewing. Setting-Two commercial cinemas in Melbourne, Australia. Subjects-323 cinema patrons were recruited before screening of target films . 182 watched The Insider, 141 watched Erin Brockovich. Interventions-Subjects watched one of two films: The Insider which featured information about unethical conduct by the tobacco industry and negative i nformation about the health effects of smoking, or the "control" film Erin Brockovich which had an analogous plot without anti-tobacco content. Main outcome measures-Pre-film questionnaire: assessed movie viewing habits , demographic characteristics, smoking status, attitudes towards the tobacc o industry, intentions for smoking. Post-film questionnaire: assessed same attitudes and intentions plus questions on the film viewed and perceptions of smoking prevalence. Results-266 (82%) subjects completed the post-film survey. Attitudes toward the tobacco industry were unfavourable at baseline. Those who saw ne Insid er held more negative views of business conduct by the tobacco industry tha n those who saw Erin Brockovich, once pre-existing attitudes to the industr y were controlled for. The Insider also appears to have promoted a short te rm reduction in intentions to smoke. Conclusions-Results of this study suggest that if people were recurrently e xposed to anti-tobacco content in movies there its potential for a more sub stantial and lasting impact on attitudes toward the tobacco industry and sm oking.