1887

n Acta Academica - Newspaper coverage of South African tobacco issues, 1997-2001

Volume 35, Issue 2
  • ISSN : 0587-2405

Abstract

The purpose of this study was to investigate the way in which the tobacco issue has been framed in the mass media in South Africa. 363 South African newspaper articles published from January 1997 to December 2001 were analysed. Of the 224 articles finally selected for analysis, 100 were in line with the tobacco interest group and 124 supported the tobacco control group. The dominant frames used by the tobacco industry included "good product for the economy", "concern about teenagers and youth", "government's role in reducing marketing visibility and destruction of jobs" and "discrimination and segregation". The dominant frames used by the tobacco control advocates included "death/diseases", "innocent children", "smokers in great danger", "glamourisation of smoking; intentional lie", "passive smokers' rights" and "smoking areas". A major finding is that the frames used by both the tobacco control movement and the tobacco industry have changed over time. The tobacco industry has been steadfast in consistently targeting core human values as its dominant framing tactic. The finding may have implications for developing more effective arguments for tobacco policies.


Die doel van die studie was om die wyse waarop tabakaangeleentheid in die Suid-Afrikaanse massamedia aangebied word, te ondersoek. 363 Suid-Afrikaanse koerantartikels wat vanaf Januarie 1997 tot Desember 2001 gepubliseer is, is ontleed. Van die 224 artikels wat uiteindelik geselekteer is vir ontleding, was 100 die tabakbelangegroep goedgesind, terwyl 124 die tabakbeheergroep gesteun het. Die algemeenste argumente wat deur die tabakbedryf gebruik is, was dat tabak "'n goeie produk vir die ekonomie" was; dat hulle 'n "besorgdheid oor tieners en jeugdiges" koester; dat "die regering sigbare bemarking wegneem en werksgeleenthede vernietig" en dat die owerheidsmaatreëls "diskriminasie en segregasie" in die hand werk. Die voorstaanders van tabakbeheermaatreëls het weer meestal van argumentasiekaders soos "sterftes / siektes", "onskuldige kinders", "rokers in groot gevaar", "romantisering van rookgewoonte; opsetlike leuen", "passiewe rokers se regte" en "rookareas" gebruik.'n Belangrike bevinding is dat die argumentasiekaders wat gebruik word deur die tabakbeheergroep sowel as die tabakindustrie, met verloop van tyd verander het. Die tabakindustrie het deurgaans sy argumentasiekadering toegespits op menslike kernwaardes. Die bevinding kan van nut wees in die ontwikkeling van meer effektiewe argumente ten opsigte van tabakbeleid.

Loading full text...

Full text loading...

Loading

Article metrics loading...

/content/academ/35/2/EJC15264
2003-08-01
2019-08-18

This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error