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Cited by 15Smoking Behavior and CessationGlobal Public Health Policies and EpidemiologyAdolescent Health and Behaviors

Perceived social and media influences on tobacco use among Samoan youth

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McCool, Judith, Freeman, Becky, Tanielu, Helen·2014·BMC Public Health
DOI 10.1186/1471-2458-14-1100PMC PMC4223837
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Abstract

BACKGROUND: Tobacco use among young Pacific populations continues to undermine efforts to reduce the escalating rates of non-communicable disease in the region. Reducing tobacco use to less than 5 percent by 2025 is now a World Health Organisation (WHO) mandated target for the Pacific region. Yet, little is known about the drivers to uptake of tobacco use among young people in the Pacific. Family and peers are expected to be important in this process, but similarly, tobacco marketing may also play an important role. The tobacco industry has been highly adaptive to the changing media environment across the Pacific Islands. The aim of this study was to develop an understanding of the social cultural and media drivers to tobacco uptake and use among young Samoans to contribute to the design of effective tobacco control intervention. METHODS: We examined high school students (aged 16 and 17 years) perceptions of tobacco use in their community, access and use of media channels and the extent to which they are cognizant of both pro and anti-tobacco imagery across a range of media. Data was collected through in-depth semi-structured interviews. A thematic analysis of the interview data identified common and divergent beliefs, attitudes and behaviours surrounding tobacco use and the influence of the media. RESULTS: Family is critically important for representing normative tobacco use in Samoa. The use of media, in particular digital media, was found to be conditioned by parental views on the use of media in the home. Media access remains highly regulated within more traditional households. Loyalty to traditional cultural practices (Fa'a Samoa) underpinned views on the limited influence of media on social norms around tobacco use. Parents were thought to have the greatest influence on youth smoking. Tobacco use was viewed as a personal, or family issue, and not a problem that was amendable to change at a societal level. CONCLUSION: In order to develop effective and culturally relevant tobacco control policies, the public health community must consider social norms around tobacco use as well as patterns of media use among young Samoans.

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Authors
McCool, J., Freeman, B., & Tanielu, H.
Affiliations
  • University of Auckland (NZ)
  • The University of Sydney (AU)
Corresponding author
McCool, Judith
ORCID
Venue
BMC Public Health
Publisher
Springer Science and Business Media LLC
Published
2014-10-23
Volume
14
Issue
1
Pages
1100-1100
ISSN
1471-2458 (ISSN-L)
DOI
10.1186/1471-2458-14-1100
PMC
PMC4223837
OpenAlex
W2102959881
Cited by
15
References
42
Citations by year
2023: 2 · 2022: 1 · 2021: 2 · 2020: 2 · 2018: 4 · 2017: 1 · 2016: 1 · 2015: 2
FWCI
0.89
Type
journal article
Language
en
Open access
Licence
www.springer.com/tdm (unspecified)
Locations
  • BMC Public Health (publishedVersion)
  • Europe PMC (PubMed Central) (publishedVersion, cc-by)
  • PubMed Central (publishedVersion, cc-by)
  • PubMed (publishedVersion)
  • ResearchSpace (University of Auckland) (submittedVersion, cc-by)
Topics
  • Health Sciences › Medicine › Physiology › Smoking Behavior and Cessation
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Global Public Health Policies and Epidemiology
  • Health Sciences › Health Professions › General Health Professions › Adolescent Health and Behaviors
Keywords
tobacco use, adolescent smoking, social norms, media influence, tobacco marketing, family influence, peer influence, parental influence, digital media use, traditional cultural practices, tobacco control, Pacific Islands
MeSH terms
Adolescent, Attitude to Health, Communications Media, Family, Humans, Mass Media, Parents, Peer Group, Smoking, World Health Organization, Samoa, Tobacco Industry, Internet, Marketing, Tobacco Use

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