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Portrayal of tobacco smoking in popular women's magazines: a content analysis

Kasujee, Naseera; Britton, John; Cranwell, Jo; Lyons, Ailsa; Bains, Manpreet

Authors

Naseera Kasujee

John Britton

Jo Cranwell joanne.cranwell@nottingham.ac.uk

Ailsa Lyons



Abstract

Background: Whilst many countries have introduced legislation prohibiting tobacco advertising and sponsorship, references to tobacco continue to appear in the media. This study quantified and characterized tobacco smoking content in popular women's magazines.

Methods: The 10 top weekly and 5 monthly women's magazines most popular among 15–34 year olds in Britain published over a 3-month period were included. A content analysis was conducted for both written and visual content.

Results: In 146 magazines, there were 310 instances of tobacco content, the majority of which were positive towards smoking. Instances of celebrities smoking were most common (171, 55%), often in holiday or party settings that could be perceived to be luxurious, glamorous or fun. In all, 55 (18%) tobacco references related to fashion, which generally created an impression of smoking as a norm within the industry; and 34 (11%) text and image references to tobacco in TV and film. There were 50 (16%) reader-initiated mentions of smoking, typically in real-life stories or readers writing in to seek advice about smoking. Anti-smoking references including the hazards of smoking were infrequent (49; 16%).

Conclusions: Although tobacco advertising is prohibited in Britain, women's magazines still appear to be promoting positive messages about tobacco and smoking.

Citation

Kasujee, N., Britton, J., Cranwell, J., Lyons, A., & Bains, M. (in press). Portrayal of tobacco smoking in popular women's magazines: a content analysis. Journal of Public Health, https://doi.org/10.1093/pubmed/fdw104

Journal Article Type Article
Acceptance Date Aug 15, 2016
Online Publication Date Sep 27, 2016
Deposit Date Oct 7, 2016
Publicly Available Date Oct 7, 2016
Journal Journal of Public Health
Print ISSN 1741-3842
Electronic ISSN 1741-3850
Publisher Oxford University Press
Peer Reviewed Peer Reviewed
DOI https://doi.org/10.1093/pubmed/fdw104
Keywords Britain, magazines, media, tobacco language, tobacco imagery
Public URL http://eprints.nottingham.ac.uk/id/eprint/37354
Publisher URL https://academic.oup.com/jpubhealth/article-lookup/doi/10.1093/pubmed/fdw104
Copyright Statement Copyright information regarding this work can be found at the following address: http://eprints.nottingham.ac.uk/end_user_agreement.pdf
Additional Information This is a pre-copyedited, author-produced PDF of an article accepted for publication in Journal of Public Health following peer review. The version of record Naseera Kasujee, John Britton, Jo Cranwell, Ailsa Lyons, Manpreet Bains; Portrayal of tobacco smoking in popular women's magazines: a content analysis. Journal of Public Health (Oxf) 2016 1-8. doi: 10.1093/pubmed/fdw104 is available online at: https://academic.oup.com/jpubhealth/article-lookup/doi/10.1093/pubmed/fdw104

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Copyright Statement
Copyright information regarding this work can be found at the following address: http://eprints.nottingham.ac.uk/end_user_agreement.pdf





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