Chinese Media Tobacco Control Publicity Status Of Research

BackgroundAs a party of WHO Framework Convention on Tobacco Control(FCTC),China needs to take effective measures to control its smoking prevalence.Tobacco control media promotion is a very important tobacco control strategy.It plays a positive role on spreading smoke harm knowledge,extending quitting methods and raising quitting rate. As the host of the 2008 Olympic Games,China has made a promise that the Games would be smoke-free.It is the third year of the FCTC is formal effective in China in 2009, new type of warning labels on cigarette package will be widely spread.So China carried out a series of tobacco control media campaign as to combine with those tobacco control events.ObjectiveTo collect tobacco control reports on newspaper,magazines and internet,for describing the present condition of tobacco control reports.To collect media reports exposure information from Beijing,Shenyang,Shanghai,Changsha,Guangzhou,Yinchuan,for knowing people's exposure influence factors,and analyzing the influence of people's quitting behaviors.MethodsThe reports on newspaper,magazines and internet were collected through key words. Those reports were analyzed through content analysis method.The weight of characteristic indexes of the tobacco control reports were calculated through experts consultation method.A total of 4815 smokers and 1270 nonsmokers were multiple stages stratified sampled in 6 cities in China.Results1.59.3%of tobacco control reports concentrated on environmental tobacco smoking. 533 reports in Beijing took 28.5%of the whole reports.The reports mainly focused during March to May,took 44.3%.News was most widely used to report tobacco control events,took 69.5%.2."Reports' position" is more important than "reports' content",their weights are separately 0.76 and 0.24.The most important index below "reports' position" is "circulation and click rate of the media",its weight is 0.35.While the most important index below "reports' content" is "title's inspiration",its weight is 0.25. 3.Among the 4 sections,the highest mean of media evaluation index is the warning label section.While the reports in December were most influencing.The most influencing type of those reports was interview.4.64.6%,50.5%,45.6 and 38.1%of the interviewees saw tobacco control publicity on TV,cigarette package,newspaper/magazine and broadcast.5.Age,education background and the amount of smoking cigarette per day have significant associations with exposure to tobacco control media reports.Compare to the age group of 18～25,the older the smokers are the less exposure rate they will be (for 40～55group:OR=0.44,95%C.L.=0.20-0.96;for 55～group:OR=0.36,95% C.L.=0.16-0.81).Compare to the under junior high school education background group,junior high school education background group(OR=1.43,95% C.L.=1.09-1.87),and high school education background group(OR=1.61,95% C.L.=1.16-2.25),have more exposure rate.Compare to Cigarette per day(CPD) 10 group,CPD 11～20 group(OR=0.82,95%C.L.=0.70-0.97),and CPD 31～group(OR=0.68,95%C.L.=0.49-0.95) have less exposure rate.6.Smokers under the following situation are more likely to quit:Worry about own health(OR=4.07,95%C.L.=3.05-5.44),worry about others' health(OR=1.47, 95%C.L.=1.13-1.90),worry about the regulation on smoking at public place(OR=1.33,95%C.L.=1.06-1.68),see warning labels on cigarette package(OR=1.55,95%C.L.1.08-1.68),set a good example to children(OR=1.58, 95%C.L.=1.23-2.02),and worry about opposition of family member(OR=1.79, 95%C.L.=1.36-2.37).ConclusionChina's anti-tobacco media campaigns have performed well at present.The rate of smokers who saw anti-tobacco media campaign was 69.2%.But the distribution is not balance;We should take more attention on such factors as "health","harmful to others", "bans in public places","warning labels",and "good example to children","circulation and click rate of the media","picture inclusion","title's inspiration",when we carry on making anti-tobacco media campaign.