‘Ceci n’est pas une cigarette’ or ‘The E.N.D.D. is Near’: E-Cigarettes in the Media

Debra Kriger, MPHPhD Student

Acknowledgements

Thank you!!!

Masters candidates:Ms. Sandhya MylabathulaMr. Alvin Ma

Supervisor/course instructor:Dr. Margaret MacNeill

www.e-cigarettepedia.com

What We Know

• Unknown health effects• Serious adverse events (Chen, 2012)

• Variable and/or undisclosed ingredients (Flouris & Oikonomou, 2010)

• Youth vaping increased (smoking, too?) (CDC, 2013)

• Smokers may not use them to quit (Sutfin et al., 2013)

• Show promise as cessation aids (Polosa et al., 2011); comparable to nicotine inhalers (McRobbie et al., 2009)

The Truth is Out There!

MacLean’s (Canada)‘Ottawa’s Misguided Approach to E-Cigarettes’ (2013) (http://www.macleans.ca/news/canada/why-ottawa-needs-to-take-a-deep-breath/)

TIME Magazine (Canada)‘Electronic Cigarettes Could Save Lives – Or Hook a New Generation on Nicotine’ (2013)

The Economist (USA)‘Sending the Wrong Smoke-Signal’ (2013)‘Kodak Moment’ (2013)

E.N.D.D. Cigarette

A Rose By Any Other Name

TIME Article Public Health Messages

Soothing Target

Glamour Stupid

Satisfying Death

Sweet Ridiculous

Tingling Sensation Weapons of Mass Destruction

http://health.oregonstate.edu/our-stories/they%E2%80%99re-still-targeting-us, http://www.sauer-thompson.com/archives/opinion/2010/04/squeezing-big-t.php, stupid.ca campaign, social smoking campaign, ‘The Ads Lie, You Smoke You Die’ campaign

Major Themes and Frames

• Regulation vs. Health• Government vs People• E-Cigarette Companies vs Tobacco Companies• Bonus criticism: sociocultural context

www.highlightpress.com

Implications for Public Health: What’s in a Frame?

Messages and Morality

Take Home

1. Explore the media-scape.

2. Consider the sociocultural representation of smoking (it’s as important to consider as the epidemiology).

3. Consider the pros/cons of upstream and downstream messaging.

Thank you! Questions?ReferencesCDC (2013). Press Release: E-cigarettes use more than doubles among U.S. middle and high school students from 2011-2012. Retrieved online at: http://www.cdc.gov/media/releases/2013/p0905-ecigarette-use.html

Chen, IL (2012). FDA Summary of Adverse Events on Electronic Cigarettes. Nicotine and Tobacco Research, 15:2 (615-616). Retrieved online: http://ntr.oxfordjournals.org/content/15/2/615.short

Dawkins, L, Turner, J, Roberts, A, & Soar, K (2013). ‘Vaping’ profiles and preferences: an online survey of electronic cigarette users. Addiction.108(6): 1115-1125. DOI: 10.1111/add.12150

Flouris & Oikonomou (2010). Electronic Cigarettes: Miracle or Menace? BMJ, 340:c311 doi: http://dx.doi.org/10.1136/bmj.c311

Health Canada (2009). Health Canada Advises Canadians Not To Use Electronic Cigarettes. Retrieved online: http://www.healthycanadians.gc.ca/recall-alert-rappel-avis/hc-sc/2009/13373a-eng.php

McRobbie et al. (2009). Effect of an electronic nicotine delivery device (e-cigarette) on desire to smoke and withdrawal, user preferences and nicotine delivery: randomised cross-over trial. Tob Control 19(pg. 98-103). doi: 10.1136/tc.2009.031567

Polosa et al. (2011). Effect of an electronic nicotine delivery device (e-Cigarette) on smoking reduction and cessation: a prospective 6-month pilot study. BMC Public Health, 11:786. DOI: 10.1186/1471-2458-11-786

Sutfin, E.L., McCoy, T.P., Morrell, H.E.R., Hoeppner, B.B., & Wolfson, M. (2013). Electronic cigarette use by college students. Drug and Alcohol Dependence 131, 214– 221.

ArticlesCosh, C. (2013). Ottawa’s Misguided Approach to E-Cigarettes. Maclean’s (Canada) online. Viewed April 2014 at http://www.macleans.ca/news/canada/why-ottawa-needs-to-take-a-deep-breath/

The Economist (2013). Kodak Moment. The Economist. Sept. 28, 2013.

The Economist (2013). Sending the wrong smoke-signal. The Economist. Sept. 28, 2013.

Gray, E. (2013). Electronic cigarettes could save lives – or hook a new generation on nicotine. TIME Magazine (Canada). Sept 30, 2013.