Glantz, Kacirk & McCulloch - PowerPoint PPT Presentation

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Glantz, Kacirk & McCulloch

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  1. Glantz, Kacirk & McCulloch “Back to the future: Smoking in movies in 2002 compared with 1950’s levels” (2004)

  2. Design • Random sample (N=30) • 20 movies from the 1950’s • 5 movies from 2001 • 5 movies from 2002 • Code for smoking behavior for 1 hour of film time • Incidents of smoking • Number of tobacco ads • Number of ashtrays

  3. Results • 10.9 in the 1950’s movies • 10.9 in the 2000’s movies • [yet an earlier study showed only 4.9 behaviors in films of 1980-1982]

  4. Interpretation • Not consistent with the real world situation • 44% smoked in 1950s • 22.8% smoked in 2001-2002 • Dilemma: Is Hollywood being paid by the tobacco industry (evil) or are they doing it for free (stupid) • Nothing can be concluded about whether all this smoking in films causes people to smoke • Query: what if the sample had included the 2005 film, “Good Night and Good Luck”?