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Tobacco Use
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Introduction
Media representation refers to how the media portrays particular aspects of reality, such as people, ideologies, places and experiences. Smoking was practically a custom in the television drama and comedies of the 1950s and 1960s (“Why Smoking Is Still Glamorized In Media And Pop Culture In 2018”). This acceptability of the portrayal of smoking has transcended in other forms of media as well over the years, such as in films, magazines, newspapers and radio.
How tobacco advertisements are showcased by the media influences its audience. Therefore, the Tobacco Advertising Prohibition Act 1992 was established to curb the public’s exposure to advertisements that portray smoking as a positive social behaviour. According to the Act (section 9), “a tobacco advertisement is any writing, still or moving picture, sign, symbol or other visual image, or any audible message, or any combination of the two, or more of those things, that gives publicity to, or otherwise promotes or is intended to promote: smoking or the purchase or use of a tobacco products.”
The portrayal of smoking in films has been ascertained by researchers as a cause of intensified tobacco use among teenagers. The way smoking is depicted and by whom, has the likelihood of influencing teenagers’ perception concerning smoking. The typical smoker in most films is usually an attractive actor/actress, more often than not the actor/actress is extremely famous, and they seem “cool” to their young audience. Teenagers are drawn towards what is “trendy” and “cool”. According to research done by the Meiji Life Foundation Health and Welfare in Japan, reducing tobacco-related scenes in films and television dramas would help change the social conformity to smoking.
Smoking can be used to depict a variety of meanings, some of which, if not carefully and thought through, might endorse negative associations with smoking. The Tobacco Advertising Prohibition Act 1992 has specific regulations regarding the content and format of tobacco advertisements. It aims to reduce the normalization of smoking and portrayal of deceptive ideas that smoking is socially acceptable and popular. Furthermore, the act allows for companies, individuals and organizations that breach these regulations to be reported and an investigation are conducted regarding the complaint.
Although the entertainment media presents a fantasy world, their content is, however, an imitation of real life day to day activities. In this case, most people may argue that portraying instances where people smoking look happy and relaxed may be innocent since it is all fiction. However, the media plays a huge role in how we respond and perceive certain things; thus, what we see, is what we eventually believe. Also, the frequency of smoking advertisements and scenes in electronic media motivates viewers especially young people to be curious about how it feels like to smoke. According to Christenson, Henriksen and Roberts (2000), young viewers are likely to be influenced by media representation to the extent that the depictions frequently occur, in ways that make them prominent and seem socially acceptable.
Nonetheless, the media also plays a role in portraying the negative impact of smoking on one’s health. For example, there are numerous films and television series whose main theme is showcasing the serious consequences of extensive smoking. In addition, most smoking advertisements include a warning on the effects of smoking, for instance, lung cancer. Advertisements which bring out strong emotional reactions, especially those that show graphic images of the consequences of smoking, are often associated with an increased intention not to smoke (Wakefield).
In a nutshell, media representation of smoking has more negative impacts than positive impacts. Thus, the media has a great responsibility in ensuring they do not encourage smoking by the techniques they use to portray it.
Works cited
Wakefield (2003). Role Of The Media In Influencing Trajectories Of Youth Smoking.
(“Why Smoking Is Still Glamorized In Media And Pop Culture In 2018”) Retrieved from: https://truthinitiative.org/news/why-smoking-still-being-glamorized-media-and-pop-culture
Christenson, Henriksen & Roberts (2000). Substance Use In Popular Music.
(“Department Of Health | Tobacco Advertising”) Retrieved from: http://www.health.gov.au/internet/main/publishing.nsf/Content/tobacco-advert