American media and the smoking-related behaviours of Asian Adolescents

A survey of over 1,700 Hong Kong adolescents indicates that their smoking-related behaviors are related to their exposure to cigarette advertising, promotional products, and movies.

American Media and the Smoking-related Behaviors of Asian Adolescents

Marvin E. GoldbergThe Pennsylvania State University

Worldwide distribution of television and movies as well as advertising has helped to create a global 'mediascape' largely shaped by American media giants (Appadurai, 1990). One product that is both heavily advertised abroad and also has a high presence in movies is cigarettes. This study considers the extent to which representation of cigarettes in movies and advertising plays a role in the smoking behaviors of adolescents overseas. More specifically, in a study with Hong Kong youth, we examine the relationship between: (1) level of...

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