Adolescent perceptions of smoking imagery in film

Smoking amongst adolescents in New Zealand continues to be a problem, with mon than a one-third increase in smoking prevalence between 1992 and 1997. Favourable portrayals of smoking in the media have been cited as potential motivators of the initiation of smoking among adolescents. To date, however , its role in influencing smoking perceptions and behaviours has not receiv ed systematic analysis. A qualitative study was conducted to explore how ad olescents interpret and decode smoking imagery in movies. Data was collecte d through focus groups. Same-gender groups of 12- and 13-year-old students were interviewed at their schools. Participants discussed their recollectio ns of and responses to portrayals of smoking in recently viewed films, as w ell as their perceptions of smoking in general. Students perceived that smo king in film is both highly prevalent and recognisable. and they regarded o n-screen-smoking imagery as an accurate reflection of reality. Adolescents in this study were predominantly nonchalant towards the inclusion of smokin g images in film, and they perceived an unrealistically high prevalence of smoking amongst peers and adults. Their noncholant response is linked with the perception that smoking is normal and prevalent and with the broad unde rstanding of the constructed nature of media imagery. Smoking imagery in fi lm may play a critical role in reinforcing cultural interpretations of toba cco use, such as its role as a means of stress relief, development of self- image and as a marker of adult independence. (C) 2001 Elsevier Science Ltd. All rights reserved.