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Health Communication: E-Cigarettes

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by

Christian Zabol

on 6 October 2014

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Transcript of Health Communication: E-Cigarettes

Highlights
Role in smoking cessation
Outline
A puff of common sense...(?)
Contextualization
Overview of the Article
Literature
Media
Article takes a stance that e-cigarettes have a positive role in smoking cessation
Aligns with 2014 Jamie Brown "Real-world effectiveness..." study
e-cigarette users found to be 60% more likely than those who used over-the-counter solutions
20% of e-cigarette users were no longer using traditional cigarettes, compared to 8% who used products and 17% who went cold turkey
Explains mechanisms for cessation are not understood
proposes semantics of quitting - people quit tobacco not addiction
Concludes, from a "health point of view" the motive towards e-cigarettes "hardly matter", and the risks are "clearly negligible" compared to cigarettes
Nevada Zabol
Thursday, October 2, 2014
Health Communication
Background
"Electronic cigarettes: Call it quits"
News Framing & Tactics
Analysis
News Framing
The article is framed "down-stream" and does not address upstream issues of smoking prevention, cessation or harm reduction
E-cigarettes are framed as curative tool rather than preventative
Weak thematic frame
speaks to larger trends and issues of e-cigarettes
focuses on
one
study and individual behaviour change
Framed for an audience that is educated and pro e-cigarette leaning
Messages
Misleading and attention-grabbing titles
"Call it quits"
"E-cigarettes really do help smokers give up the demon weed"
normalizing e-cigarettes slogans and language, vilification of tobacco
"A puff of common sense"
Visual
close up shot emphasizes the personal and conceals the environmental and systems influences of e-cigarettes
Health News Framing Analysis
Personal interest
Background of news article & e-cigarette
Context of e-cigarette & smoking cessation
Literature vs. Media
Highlights of the news article
Analysis of news article
Critique and recommendations
A bunch of hot air?
"Electronic cigarettes: Call it quits... E-cigarettes really do help smokers give up the demon weed"

Economist, May 24 2014, Science & Technology

Received Moderate traction:
286 Tweets
36 comments from readers
>1100 'likes' on FB

The Economist stance
classic & economic liberalism
"A puff of common sense"
Electronic cigarette (e-cigarettes) provide nicotine as a vapour that is drawn into the mouth
Toxicity testing suggests that they are much safer than ordinary cigarettes
"Safer but not benign"; dangers of liquid nicotine and long-term health effects unknown
The prevalence among smokers in the United States has increased from approximately 2% in 2010 to more than 30% in 2012
E-cigarette sales have increased six-fold from $300 million USD in 2012 to approximately $1.8 billion in 2013 and projected $3 million for 2014
There has been a rise of "Vape-culture"

The E-cigarette Facts
Recommendations
Comments/Questions/Thoughts
References
(not exhaustive)

Brown, J., Beard, E., Kotz, D., Michie, S., & West, R. (2014). Real-world effectiveness of e-cigarettes when used to aid smoking cessation: a cross-sectional population study. Addiction.

Bullen, C., Howe, C., Laugesen, M., McRobbie, H., Parag, V., Williman, J., & Walker, N. (2013). Electronic cigarettes for smoking cessation: a randomised controlled trial. The Lancet, 382(9905), 1629-1637.

Dorfman, L., Wallack, L., & Woodruff, K. (2005). More than a message: Framing public health advocacy to change corporate practices. Health Education & Behavior, 32(3), 320-336.

FrameWorks Institute (2002). Framing a message: How to think about communications: FrameWorks Insitute. Retrieved October 2014: http://www.frameworksinstitute.org/assets/files/PDF/FramingPublicIssuesfinal.pdf
Recent studies show a positive role of e-cigarettes on smoking cessation
2013 Lancet "E-cigarettes for smoking cessation: A randomized control trial"
2014 Addictions "Real-world effectiveness of e-cigarettes when used to aid smoking cessation: a cross-sectional study"

Recent studies show e-cigarettes evoke smoking
2014 Tobacco Contol "passive exposure to e-cigarette use increases desire in adult smokers"

Expert and scientist competing voices

Over-saturated & controversial

Media framing as:
Harm reduction strategy
Consumer Advocates for Smoke-Free Alternative Association
"E-Cigarettes: Turning Harm Reduction into Harm Addiction" (Forbes, July 2014)
Quit aid
"Study gives e-cigarette edge in helping smokers quit" NYT May, 2014
Maintenance or substitution therapy
"E-Cigarettes and maintenance therapy: A smart public health approach" Huffington Post September, 2014
Measure to expand the tobacco industry
Author needs to substantiate the
why

What are smokers actually trying to quit?
Is this relative to a certain demographic?
Why do alternate cessation tactics not work?
Is quitting about trade-offs?

Claims to take a "health-point-of-view" but is not explicit as to what this means

Context
was not used effectively
Not all smokers have access to e-cigarettes
What is the greater context beyond the individual? How does substitution as a cessation method affect society?

Author failed to provide dominant opposing arguments and evidence
Thank You!
highlandernews.org
e-cigarettereviewed.com
Full transcript