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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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14 Tobacco Messages: Much to Still Talk About Kevin B. Wright

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As we have seen in the preceding chapters, understanding the complexities surrounding the promotion, use, and prevention of tobacco products presents a number of challenges to researchers, health campaign designers, and health care professionals in terms of drawing upon existing research and applying it to everyday settings. Despite the known health hazards of tobacco and mounting health and financial tolls of tobacco use, these chapters demonstrate that people will continue to use tobacco products in the future. As a consequence, there is still much work to do in terms of finding better ways to persuade tobacco consumers to quit, to support patients who are living with tobacco-related illnesses, to influence workplace tobacco use practices, and to influence policy makers.

Throughout the three sections of the book, the authors of each chapter highlight a complex system of interrelated communication concepts, key variables, and processes that are important to understand in our efforts to more effectively engage in tobacco prevention, control, and treatment initiatives. The chapters in this book also discuss a diversity of theoretical frameworks, including theories of social influence, relationships, cultural influences, argumentation, marketing, cognitions, emotions and behaviors, and both traditional and new media. Moreover, the contributors provide a rich array of methodological approaches that stem from these frameworks that are beneficial in developing future research. Yet, the authors in this book, as well as many other scholars who are interested in communication and tobacco issues, clearly argue that much more research and theoreti- ← 223 | 224 → cal development...

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