Tobacco Control Report Study

Nowadays,the mass media has occupied an extremely important position in the social life of people.Media including the Internet are carriers of knowledge and they are most important ways for the public to get more health knowledge.To some extent,whether their tobacco-control reports are in place or not will affect the public awareness on the dangers of tobacco,and it may lead to bad influences on public smoking cessation behaviors and national tobacco-control effect.This article chooses newspaper as the research object according to the need of the research,and it takes "China Youth Daily" since the new century until the year of2011for example.This article will take all the target reports into account in a fairly long period.Relaying on media framing theory,it uses the quantitative content analysis method combined with other research methods and techniques,focusing on the tobacco-control reports on the medium to verify and explain whether these reports are in place.Firstly,according to the framework theory,this article will list seven types,including the report quantity,topic,genre,source,layout,tone and meaning of collusion,then they will be studied one by one in the process of the research.This study emphasizes the overall changes and the causes of them over a longer period.Given to what has been talked above,we try to assess the whole situation of the tobacco-control reports of the target medium according to relevant theories of health communication. The research found that there exist several weak points in the tobacco-control reports of the target medium since the new century as follows:time and events oriented,unbalanced reports sources,too much emphasis on government actions,neglect of other tobacco control forces,not practical tobacco-control measures and so on.Due to that,we try to give some constructive proposals against the weak points showed through the reports and may they promote the practice of China’s tobacco-control reporting.