Perceived social and media influences on tobacco use among Samoan youth

BMC Public Health

Helen Tanielu²  Becky Freeman¹  Judith McCool² 

[1] School of Public Health, University of Sydney, Sydney, Australia;School of Population Health, Faculty of Medical and Health Science University of Auckland, Auckland, New Zealand

关键词: Samoa;    Tobacco marketing;    Youth;    Media;    Social structure;    Family;   

Others  :  1125959
DOI  :  10.1186/1471-2458-14-1100

 received in 2014-04-14, accepted in 2014-09-08,  发布年份 2014

【 摘 要 】

Background

Tobacco use among young Pacific populations continues to undermine efforts to reduce the escalating rates of non-communicable disease in the region. Reducing tobacco use to less than 5 percent by 2025 is now a World Health Organisation (WHO) mandated target for the Pacific region. Yet, little is known about the drivers to uptake of tobacco use among young people in the Pacific. Family and peers are expected to be important in this process, but similarly, tobacco marketing may also play an important role. The tobacco industry has been highly adaptive to the changing media environment across the Pacific Islands. The aim of this study was to develop an understanding of the social cultural and media drivers to tobacco uptake and use among young Samoans to contribute to the design of effective tobacco control intervention.

Methods

We examined high school students (aged 16 and 17 years) perceptions of tobacco use in their community, access and use of media channels and the extent to which they are cognizant of both pro and anti-tobacco imagery across a range of media. Data was collected through in-depth semi-structured interviews. A thematic analysis of the interview data identified common and divergent beliefs, attitudes and behaviours surrounding tobacco use and the influence of the media.

Results

Family is critically important for representing normative tobacco use in Samoa. The use of media, in particular digital media, was found to be conditioned by parental views on the use of media in the home. Media access remains highly regulated within more traditional households. Loyalty to traditional cultural practices (Fa’a Samoa) underpinned views on the limited influence of media on social norms around tobacco use. Parents were thought to have the greatest influence on youth smoking. Tobacco use was viewed as a personal, or family issue, and not a problem that was amendable to change at a societal level.

Conclusion

In order to develop effective and culturally relevant tobacco control policies, the public health community must consider social norms around tobacco use as well as patterns of media use among young Samoans.

【 授权许可】

   
2014 McCool et al.; licensee BioMed Central Ltd.

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