Kim McLeod

Tobacco in the news: an analysis of newspaper coverage of tobacco issues in Australia, 2001

Objective: To assess the extent and nature of newspaper coverage of tobacco related issues in Australia in 2001. Design: Content analysis of newspaper articles. Subjects: All articles (n=1188) at least seven lines long and containing at least one paragraph focused on tobacco in all major Australian national and State capital city newspapers (n=12) in 2001. Main outcome measures: Number of articles, month of publication, State in which newspaper published, prominence of article, type of article, article theme, and slant of article relative to tobacco control objectives. Results: The number of tobacco articles varied considerably in different months over the course of the year, from a low of 51 in December to a peak of 180 in May. The most frequent theme was secondhand smoke issues (30% of articles), with the second most dominant theme related to education, prevention, and cessation programmes and services (20%). Events that were covered were predominantly positive for tobacco control: 62% of articles were related to events that were positive, compared with 21% that were negative for tobacco control objectives. Excluding news articles, the opinions expressed by the authors of articles were also mainly positive (61%) rather than negative (22%) for tobacco control objectives. The amount of coverage of and population exposure to tobacco focused articles showed considerable variation across different Australian States, with Victoria having the highest frequency and rate of articles and the most media impressions per capita throughout 2001. Conclusions: Coverage of events and opinions related to tobacco in Australian newspapers in 2001 was generally positive for tobacco control objectives. Given that over 2 million individuals (out of a population of 19 million) were potentially exposed to tobacco related newspaper articles per day in Australia, this represents good news for tobacco control advocates. The variation in news coverage in different States and at different times in the year, however, illustrates how a combination of local events and advocacy efforts may at times combine to make tobacco more newsworthy. Understanding which tobacco issues are most likely to be covered and the nature of the coverage about them provides valuable feedback for tobacco control advocates and is a useful gauge of actual events as well as the tobacco related agendas promoted by the press.

Australian Letters to the Editor on Tobacco: Triggers, Rhetoric, and Claims of Legitimate Voice

News coverage of tobacco issues influences both individual behavior change and policy progression. Thus, media advocacy is increasingly recognized as important for promoting public health. Letters to the editor (LTE) are a basic form of media advocacy, serving to demonstrate community sentiment on a given issue. Such letters are yet to receive systematic analytic consideration. The authors conducted an ethnographic content analysis of LTE on tobacco issues from a sample of 11 Australian daily newspapers over a 3-year period (2001 to 2003, N = 361). They argue that letters are artifacts of active engagement in a public debate and note that various stakeholders adopt similar strategies to pursue their objectives. They illustrate how identifying personal and collective identities is crucial in the assertion of legitimacy of voice in LTEs. Better understanding is needed of both the particular issues that spark public engagement, and the salient rhetoric employed by advocates of disparate positions.

Stay away from them until you're old enough to make a decision: tobacco company testimony about youth smoking initiation

Objective: To determine common themes used by US tobacco industry witnesses pertaining to youth smoking initiation during litigation in the United States. Methods: Qualitative thematic analysis of transcripts from 29 tobacco litigation cases dating from 1992 to 2002. Results: Youth smoking is portrayed by the tobacco industry as a source of great concern to them. Youth smoking prevention programmes developed by US tobacco companies are supposedly intended to delay decision-making about smoking until age 18, when individuals are then seen to be of an age where they are able to “choose to smoke”. Tobacco industry media campaigns, youth access, community and school-based programmes are predicated on peer influence, parental factors, and commercial access being the primary influences on youth smoking uptake, rather than tobacco marketing, inaccurate risk appraisal, price and other factors known to influence youth smoking. Despite substantial financial investment in tobacco industry programmes, their witnesses were able to describe only weak evaluation methods, being preoccupied with measures of message comprehension, programme reach and uptake, and the associated costs of their efforts, rather than any evaluation designed to assess effects on youth smoking behaviour. Conclusion: Stated concerns about youth smoking and youth smoking prevention programmes are put forward in litigation as evidence that the tobacco industry is “serious” about tackling youth smoking, and serve as a primary strategy to improve the tobacco industry’s public image. The tobacco industry’s evaluation of the effectiveness of their youth smoking prevention programmes is demonstrably insufficient under current public health evaluation standards. Public health and welfare agencies should avoid engagement with tobacco industry-sponsored programmes.

Changes in the news representation of smokers and tobacco-related media advocacy from 1995 to 2005 in Australia

Background: This study aims to show how smokers were represented in smoking-related news articles, editorials, letters and columns in a major Australian newspaper over an 11-year period from January 1995 to December 2005. Methods: Qualitative content analysis was conducted on a sample of 618 articles to identify 21 representational categories (RCs) of the smoker. Articles were also examined for statements that lent organisational support to either tobacco control or the promotion of tobacco. Results: The construction of the smoker as a “regulated citizen” due to being subjected to tobacco policy was the most prevalent RC, occurring in 43.4% of articles. Of the 13 most prevalent RCs, eight were constructions of the smoker that lent support to tobacco control outcomes, two were supportive of the promotion of tobacco, and three could be used by both parties. 30.6% of articles contained at least one statement from a tobacco control advocacy source, compared with only 13.6% of articles having a statement towards the promotion of tobacco. Conclusion: These results indicate that constructions of the smoker that support tobacco control have dominated smoking-related discourse in this Australian newspaper and that representations favouring a tobacco industry viewpoint appeared less often. However, the pro-tobacco representations of smokers in reports relating to legal issues highlight an area of media discourse in which tobacco control advocates should remain vigilant.

Making news: The appearance of tobacco control organizations in newspaper coverage of tobacco control issues

Purpose. To characterize the presence of advocacy groups in media coverage about tobacco issues. Design. A content analysis of tobacco-related newspaper articles. Setting. Australia. Sample. All 12 national and state capital daily newspapers published in Australia between 2004 and 2007. Measures. We coded each article for explicit mentions of any of 16 major national or state tobacco control advocacy groups; for the article type, prominence, and topic; for the tone of the event; and for the authors opinion. Analysis. A series of 2 × 2 χ2 analyses assessed the extent to which advocacy groups were more or less likely to be mentioned in articles of each type, prominence, topic, event impact, and opinion orientation. Results. Of the 4387 tobacco-related articles published over this period, 22% mentioned an advocacy group. There was a greater-than-expected proportion of advocacy groups mentioned in news articles with very high prominence (44%; χ2 [1, N = 3118] = 27.4, p < .001), high prominence (34%; χ2 [1, N = 3118] = 10.9, p < .001), and medium prominence (30%; χ2 [1, N = 3118] = 7.3, p = .007), and in articles covering events with mixed (30%; χ2 [1, N = 4387] = 10.0, p = .002) or positive (24%; χ2 [1, N = 4387] = 26.1, p < .001) implications for tobacco control. Conclusions. Australian tobacco control advocacy groups have a reasonable presence within the news discourse on tobacco control issues and so are likely to contribute to generating and shaping this discourse, particularly in relation to evolving and controversial issues.

How do friends influence smoking uptake? Findings from qualitative interviews with identical twins

The smoking behavior of friends is a major risk factor for adolescent smoking uptake. To explore the social context of smoking experimentation and consolidation with a particular focus on friends, the authors interviewed both members of 14 young adult identical twin pairs who were discordant for smoking. The different smoking status of twins was connected to their different friendship groups and development of different identities. Smoking respondents gravitated to the behaviors and images of the peer group who smoked. Many nonsmokers felt strong pressure from their peers not to smoke and spoke about how the images conveyed by smoking were inconsistent with their peer groups image. Adolescents and young adults are aware of the messages that smoking can convey to others and exploit these images to construct a social identity.

Simply providing information: Negotiating the ethical dilemmas of obstetric ultrasound, prenatal testing and selective termination of pregnancy

Obstetric ultrasound is key to opposing ways of valuing foetuses, that is, both to the ascription of foetal personhood and to foetal selection and termination of pregnancy. Whilst ultrasound images are increasingly common within the public sphere there has been relatively little public discussion of its role in identifying actual or potential foetal anomaly and the consequences of this. This paper examines how professionals working with obstetric ultrasound encounter, navigate and make sense of the different uses of this technology. Professionals commonly delineate their work (as providing information) from women’s autonomous choices. Emphasising “women’s choice” can obscure consideration of different collective ways of valuing foetuses with anomalies. It can also deflect consideration of the fundamentally ambiguous information that ultrasound can produce. Distinguishing information from choice is underpinned by a questionable fact–value distinction. We describe alternate professional practices which involve questioning these binaries and foregrounding clinicians’ responsibilities for women’s current and future experience. Public discussion of ultrasound’s different roles in valuing foetuses would be enriched if the discourses and practices shaping professionals’ attempts to facilitate ethical decision-making were included for collective consideration.

Orientating to assembling: Qualitative inquiry for more-than-human worlds

A key concern for qualitative inquiry is finding ways to account for nonhuman and emergent forms of life. Toward this, researchers are experimenting with research practices that decenter the human subject. Deleuzes (1977) assemblage concept has proved a useful resource for these methodological experiments. Most often, the assemblage concept has informed analysis and writing processes. This article puts the assemblage concept to work during each stage of an empirical research project exploring how people experience antidepressant use. It details seven ways that assemblages are used during concrete research processes across the span of the project. This strategy generates a sensibility toward qualitative inquiry described as orientating to assembling. The sensibility decenters the human as the focus of qualitative research. It enables the presence of nonhuman objects, not as acted-upon, but agents in the research processes. The article contributes to the challenges posed to human-centered qualitative research by reframing the focus entirely. It shows how using a sensibility that consistently decenters the human across all stages of empirical research projects, is a way that qualitative inquiry can account for more-than-human worlds.

Ambiguous encounters, uncertain foetuses: Women’s experiences of obstetric ultrasound

We examine pregnant women’s experiences with routinised obstetric ultrasound as entailed in their antenatal care during planned pregnancies. This paper highlights the ambiguity of ultrasound technology in the constitution of maternal–foetal connections. Our analysis focusses on Australian women’s experiences of the ontological, aesthetic and epistemological ambiguities afforded by ultrasound. We argue that these ambiguities offer possibilities for connecting to the foetus in ways that maintain a kind of unknowability; they afford an openness and ethical responsiveness irrespective of the future of the foetus. This suggests that elucidating women’s experience has implications for theorising ethics across maternal–foetal relations and, more specifically, for the ‘moral pioneering’ (Rapp, 2000) that reproductive technologies can demand of women. Moral pioneering cannot be reduced to moments or processes of decision-making; it must allow for greater recognition of the affective commitments entailed in and incited by ultrasound. Furthermore, focussing on experiences of the ambiguity of ultrasound allows for understanding the ways in which affectivity circulates across domains commonly understood as medical or social, public or private. In doing so, it contributes to undermining a series of tensions that currently shape feminist analysis of obstetric ultrasound, often at the expense of the experience of women.

The Impact of Photographs on the Researcher: An Ethical Matter for Visual Research

Discussion about visual research ethics predominantly focuses on the effects of visual research methodologies on participants. The effect of visual research methodologies on researchers has received little attention and there has been no sustained investigation into how visual materials generated by the research methodology can impact on the researcher. This chapter draws on a research project where participants created photographs to share their experiences of antidepressant use and wellbeing. It shows how photographs act in particular ways with serious ethical consequences for researchers. The effect that photographs can enact on the researcher introduces an ethical issue that requires further attention and articulation by visual researchers. We discuss some of the implications of considering the action of photographs themselves to ethical discussion about visual research.