CASE Findings from Newspaper Coverage of Tobacco Control Policies

Audience: This presentation is aimed at those focusing on evaluation and data gathering during the process of working for a tobacco control policy. Key Points: A content analysis was conducted on 4,554 Missouri newspaper articles and editorials on smoke-free policies published in 115 Missouri newspapers from August 2005 to December 2011. Smokers’ and non-smokers’ support for smoke-free bars and restaurants was compared in the Campus-Community Alliances for Smoke-free Environments (CASE) random digit dial phone survey. Editorials and newspaper coverage on tobacco control for Missouri towns that adopted a policy were contrasted with survey results of smokers and non-smokers in Missouri towns using Hierarchical Linear Modeling (HLM). In this session, the presenters will explain the assessment of the newspaper coverage about Missouri tobacco control policies on policy implementation, compared with survey results on Missouri smokers' and non-smokers' support for smoke-free bars and restaurants, as well as communities’ adoption of tobacco control legislation. Educational Experience: The audience will learn the process the presenters used to create, conduct and analyze the survey and the content analysis. Additionally, the session will help explain the reasons for comparing these two data sets and how that can be used to enhance a tobacco control campaign. Benefits: Media attention on smoke-free policies can shape smokers’ and non-smokers' attitudes toward smoke-free bars and restaurants, as well as communities’ adoption of tobacco control legislation. Tobacco control advocates should aim to establish positive media attention in news stories and editorials that put forward the positive aspects of tobacco control policies.