4th Annual Media Literacy Seminar

Presented by Renee HobbsTemple University

Overview of the Day• Using Media Literacy Strategies to Address

Tobacco and Alcohol Use by Students• Digital and Media Literacy as Literacy for the

Information Age• LUNCH & Presentation by Phil Bauer• Harnessing Your Inner Director• Making Media to Deepen Knowledge & Skills

Using Media Literacy Strategies to Address Tobacco and Alcohol Use

by Students

What’s the Big Deal about Tobacco?

Annual Deaths (Thousa...0

50100150200250300350400450500

Tobacco

Diet/Ac-tivity

Alcohol

Illegal Drugs

Financial Costs of Smoking on Society

• SPEND: On direct and indirect medical costs from one year of smoking in the US– $150 billion – $75b direct, $75b

indirect• OR: Immunize the

entire 3rd world– $2 billion

Cigarette Additives that start with A or B

Acetanisole, Acetic Acid, Acetoin, Acetophenone, 6-Acetoxydihydrotheaspirane, 2-Acetyl-3- Ethylpyrazine, 2-Acetyl-5-Methylfuran, Acetylpyrazine, 2-Acetylpyridine, 3-Acetylpyridine, 2-Acetylthiazole, Aconitic Acid, dl-Alanine, Alfalfa Extract, Allspice Extract, Oleoresin, And Oil, Allyl Hexanoate, Allyl Ionone, Almond Bitter Oil, Ambergris Tincture, Ammonia, Ammonium Bicarbonate, Ammonium Hydroxide, Ammonium Phosphate Dibasic, Ammonium Sulfide, Amyl Alcohol, Amyl Butyrate, Amyl Formate, Amyl Octanoate, alpha-Amylcinnamaldehyde, Amyris Oil, trans-Anethole, Angelica Root Extract, Oil and Seed Oil, Anise, Anise Star, Extract and Oils, Anisyl Acetate, Anisyl Alcohol, Anisyl Formate, Anisyl Phenylacetate, Apple Juice Concentrate, Extract, and Skins, Apricot Extract and Juice Concentrate, 1-Arginine, Asafetida Fluid Extract And Oil, Ascorbic Acid, 1-Asparagine Monohydrate, 1-Aspartic Acid, Balsam Peru and Oil, Basil Oil, Bay Leaf, Oil and Sweet Oil, Beeswax White, Beet Juice Concentrate, Benzaldehyde, Benzaldehyde Glyceryl Acetal, Benzoic Acid, Benzoin, Benzoin Resin, Benzophenone, Benzyl Alcohol, Benzyl Benzoate, Benzyl Butyrate, Benzyl Cinnamate, Benzyl Propionate, Benzyl Salicylate, Bergamot Oil, Bisabolene, Black Currant Buds Absolute, Borneol, Bornyl Acetate, Buchu Leaf Oil, 1,3-Butanediol, 2,3-Butanedione, 1-Butanol, 2-Butanone, 4(2-Butenylidene)-3,5,5-Trimethyl-2-Cyclohexen-1-One, Butter, Butter Esters, and Butter Oil, Butyl Acetate, Butyl Butyrate, Butyl Butyryl Lactate, Butyl Isovalerate, Butyl Phenylacetate, Butyl Undecylenate, 3-Butylidenephthalide, Butyric Acid

A is for Addiction

• Nicotine is a carcinogen itself• Binds to adenosine receptors in the brain,

releasing dopamine (rush); has effect within 10 seconds

• Potent withdrawal begins within minutes• Leads to the next cigarette

B is for blood vessels

• Multiple chemicals in cigarettes cause endothelial damage

• Increases predisposition to clotting, plaque buildup, and heart attack

C is for Cancer

D is for Destruction of Lungs (COPD)

E is for Environmental Smoke

2X as much tar and nicotine3X as much benzpyrene 5X as much carbon monoxide50X as much ammonia

Why Do People Smoke?

PAIR-SHARE:

Addiction Social pressure Emotional pleasure Physical reasons Religious reasons Other reasons

Why Do People Smoke?

“The Big Lie”

In the advertisement:

• Peace• Freshness• Good smells• Independence

In real life:

• Coughing• Stale taste, smoke• Bad smells• Dependence (addiction)

What’s the Big Deal about Alcohol?

Annual Deaths (Thousa...0

50100150200250300350400450500

Tobacco

Diet/Ac-tivity

Alcohol

Illegal Drugs

Alcohol Is the Leading Cause of

Death Those Under 25

Alcohol and injuries

• Death from falls: 21-77% involve alcohol

• Nonfatal falls: 18-53% involve alcohol

• Drowning deaths: 21-47% involve alcohol

• Burn deaths: 9-86% involve alcohol

Alcohol & Liver Damage

Waste products build up and can damage the:

• Brain• Testicles• Skin• Blood• Abdomen• Many more

Fetal Alcohol Syndrome

• Growth deficiencies • Vision, hearing, dental problems • Facial abnormalities• Mental retardation, developmental delays,

neurological problems• Epilepsy • Behavioral problems• Organ and body dysfunction (muscle

problems, bone and joint problems, genital defects, heart defects, kidney defects )

Fetal Alcohol Syndrome

Alcohol is the leading cause of child and spousal abuse

Alcohol and sex

Teenagers who drink are:• 7x as likely to have sex• 2x as likely to have sex with 4 or more

partnersIncreases the risk of HIV, other STDs, and teen

pregnancy

CASA, 2002

Why Do People Drink?PAIR-SHARE:

Taste Social pressure Social pleasure Emotional relief Addiction Cultural reasons Religious reasons Other reasons

Why Do People Drink?

Underage drinkers• Kids less than 21 drink 25% of the alcohol

sold in the US• Kids less than 21 see 45% more beer ads

and 27% more hard liquor ads than people of legal drinking age

• Those who start to drink at age 15 are 4x more likely to become an alcoholic (than starting at age 21)

What Can We Do About It?

• Regulation of tobacco & alcohol

• Regulation of advertising• Substance abuse

prevention public service announcements

• School curriculum programs for substance abuse prevention

PAIR-SHARE: Pros & Cons

Public Service Announcements

They do have a positive effect!BUT…..• There are about 50 “just

say yes” messages for each “just say no” message

• PSA budget in US is about 1/30th that of England, Canada

Hutchinson Smoking Prevention Project (HSPP)

• Curriculum for youth, 3rd-10th grades• 47.25 hours total• “Social Influences” approach• How to say no, effects on body, resisting peer

influence, self esteem, etc.• 20 school districts got the program, 20 did not• 94% follow up, high implementation fidelity

Results

• No difference in smoking at 12th grade• No difference in smoking 2 years after high

school• No difference among boys or girls• No difference among people of other

subgroups (such as family risk for smoking)

What Can We Do About It?

• Media literacy

Why Media Literacy Works• Fun, creative activities involving media analysis and media

production• Offers something to rebel against• Developmentally appropriate and supports emerging critical

thinking skills• Most effective for the ones most at risk• Empowering, not protectionist

4th Annual Media Literacy Seminar

Developed by Renee HobbsTemple University

& Brian Primack MD

University of Pittsburgh Medical School