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Talking Tobacco

Interpersonal, Organizational, and Mediated Messages

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Edited By Stuart L. Esrock, Kandi L. Walker and Joy L. Hart

Despite the widely recognized toll of tobacco and increasing action to curb tobacco use (e.g., increased excise taxes, smoking bans), smoking continues. Numerous messages about tobacco, smoking, and health circulate throughout society, but in spite of the prevalence of such messages and the importance of how they are constructed and interpreted, too little communication research has been dedicated to understanding and assessing tobacco-related messages. Talking Tobacco addresses the shortcoming. Featuring the work of top communication scholars, the volume advances theoretical knowledge, reviews state-of-the-art research, and shares new findings and insights on a variety of tobacco-related areas ranging from tobacco control efforts to corporate representations.
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13 Antismoking Videos on a User-Created Content (UCC) Website: A Comparative Analysis of Persuasive Attributes Hyunmin Lee and Youjin Choi

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The increasing popularity of social media is drawing keen interest among health communication researchers. This new form of media empowers end-users (i.e., consumers and/or receivers of health media message content) to express their points of view and strives for more interactivity than traditional media (Edgerton, 2007). Such participatory aspects allow health information to be more patient-centered and increase perception of social support, which may contribute to improving health outcomes and reducing health inequalities over the long term (Chou, Hunt, Beckjord, Moser, & Hesse, 2009). Therefore, due to the potential of interactive and participative formats, health communication researchers and practitioners have increasingly paid attention to online media as an effective outlet for promoting discourses and facilitating the adoption of preventive lifestyles (Neuhauser & Kreps, 2003; Stout, Villegas, & Kim, 2001).

User-created content (UCC), a form of interactive social media, refers to various kinds of publicly available media materials generated by nonprofessional producers. YouTube, the most popular UCC site, boasts 2 billion video clips that are viewed each day and it is growing rapidly; every minute, 24 hours of video is uploaded to YouTube (Buskirk, 2010).

While both for-profit and nonprofit sectors are testing the effectiveness of video posting and sharing on YouTube to advocate their social (or commercial) positions (Freeman & Chapman, 2007), relatively little research has attempted to examine what health messages actually appear on UCC websites. In one examina- ← 202 | 203 → tion of health messages on UCC websites, Freeman and Chapman (2007) found that prosmoking...

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