The 13th World Conference on Tobacco OR Health

Objective: This research seeks to facilitate implementation of FCTC policies and programs by identifying key enablers and barriers to media support and to the effective coverage of tobacco control issues. The media informs and shapes views and perceptions, and is uniquely positioned to influence public opinion towards controversial policies including increased tobacco taxes and smoke-free public areas. However, in Vietnam the media currently does not adequately cover tobacco control issues, and the attitudes and knowledge of media personnel towards tobacco control policies and the tobacco industry are not currently well known.

Methods: The research study's key hypothesis is that there is a direct relationship between positive media coverage of tobacco control issues and media personnel's a) understanding and interest; b) frequency of exposure to tobacco related information; and c) opportunities to participate in discussion on tobacco control issues. Interactive data collection methods are being used, combining qualitative (in-depth interviews) and quantitative (semi-structured survey and media surveillance) techniques, to yield a broader understanding of the multidimensional influences on media personnel opinions and attitudes towards both tobacco control and the tobacco industry. The study population consists of journalists, editors, and newspaper managers of Vietnam's print and online newspapers.

Expected

Results: 1.Increased understanding of factors that influence positive media support and coverage of tobacco control. 2.Increased understanding of the public's information needs for tobacco control 3.Identification of key recommendations on how to strengthen media support and coverage of tobacco control