Study : Tobacco use declines on prime-time TV dramas - latimes.com
According to a study published online in the journal Tobacco Control on Thursday, there has been a dramatic decline in visibility of tobacco products on prime-time U.S. broadcast television.
Researchers at the Annenberg Public Policy Center of the University of Pennsylvania determined this drop in portrayals of smoking and tobacco use in prime-time dramas mirrored the national decline in consumption.
The study examined 1,838 hours of popular U.S. prime-time dramas — everything from “Gunsmoke” (in the 1950s) to “House M.D.” (in the 2000s) — shown on television over 56 years.
Research suggested that from 1955 to 2010, tobacco use on television declined from a high of 4.96 instances per hour of programming in 1961 to 0.29 instances per hour in 2010.
The research also noted a decline in consumption and suggested that less prime-time smoking may have led to less smoking by the general population.
#corrélation, #causalité ?
Les auteurs semblent ne pas hésiter à franchir le pas. Le titre de leur article (derrière #paywall à 32 € l’article…)
Portrayal of tobacco use in prime-time TV dramas : trends and associations with adult cigarette consumption—USA, 1955–2010 — Jamieson and Romer — Tobacco Control
Objective Although portrayal of television (TV) and movie tobacco use has been linked with initiation of cigarette smoking in adolescents, its association with smoking in adults has not been assessed. Therefore, we examined long-term and annual changes in tobacco portrayal in popular US TV dramas and their associations with comparable trends in national adult cigarette consumption.
Methods Tobacco use in 1838 h of popular US TV dramas was coded from 1955–2010. The long-term trend and annual deviations from trend were studied in relation to comparable trends in adult per capita cigarette consumption using correlational and time-series methods that controlled for other potential predictors.
Results TV tobacco portrayal has trended downward since 1955 in line with the historical trend in cigarette consumption. Controlling for changes in cigarette prices and other factors, annual changes of one tobacco instance per episode hour across 2 years of programming were associated with annual change of 38.5 cigarettes per US adult. The decline in TV tobacco portrayal was associated with nearly half the effect of increases in cigarette prices over the study period.
Conclusions The correlation between tobacco portrayal in TV dramas and adult cigarette consumption is consistent with well-established effects of exposure to tobacco cues that create craving for cigarettes in adult smokers. Although tobacco use in TV dramas along with movies has declined over time, portrayal of smoking on screen media should be a focus for future adult tobacco control research and policy.
Et d’ailleurs, il faut aussi qu’on s’occupe du câble et de YouTube… (fin de l’article du LATimes)
However, the study, the largest ever of tobacco use on television, looked only at broadcast television shows. Cable programs, such as AMC’s “Mad Men” — where characters frequently smoke cigarettes on screen — were not part of the study.
“Despite the decline since 1961, tobacco use on TV remains a cause for concern,” Jamieson said. “The decline in prime-time TV tobacco use is welcome news, but we need to learn more about tobacco portrayal on cable TV, YouTube, and other popular Internet-based sources.”