Smoking in movies: Impact on European youth and policy options. Deliverable 2

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publication arises from the project "Smoking in movies: Impact on European youth and policy

1 Smoking in movies: Impact on European youth and policy options Deliverable 2 Measurement Guide Movie Coding Instructions Movie Content Codi ng Form DVD with training clips This publication arises from the project "Smoking in movies: Impact on European youth and policy options" which has received funding from the European Union in the framework of the Health Programme.

2 Movie Coding Instructions -- Instructions for completing a content analysis of movies 1. Extent and Type of Character Tobacco Use. This is a count of the number times you see any character using a cigarette, cigar, pipe or smokeless tobacco on the movie screen: Character Tobacco Use is defined as handling of tobacco and tobacco products, mentioning, active smoking and implied use (implied use: a burning cigarette in an ashtray close to a character who is portrayed as a smoker in the overall portrayal of the movie). One episode is each time tobacco use appears on the screen, whether the product is lit or not. If two characters are smoking on the same screen at the same time, it is two episodes. If the character moves his cigarette, cigar or pipe off screen and then back on, this counts as two episodes. If the camera focuses on the character using tobacco, focuses somewhere else and then refocuses on the character using tobacco, this counts as two episodes. If the camera provides a close-up of a character using tobacco and then provides a wide (or zoom-out) shot or a different angle of the same character using tobacco, it is two episodes. If the camera focuses a character using tobacco with a zoom-in-shot that is interrupted by a cut/montage and then starts the zoom-in-shot in a different perspective, it is two episodes (every cut/montage indicates a new episode). If tobacco is mentioned (e.g. anti-smoking statements, refusal of tobacco, craving/wish for smoking) by a character, it is one episode. Character Tobacco Use for fake-brands is also counted, e.g. Laramie Cigarettes in The Simpsons. 2. Extent and Type of Character Alcohol Use. This is a count the number times you see any character using an alcoholic beverage on the movie screen. Character Alcohol Use is defined as handling of alcohol products, mentioning, active drinking and implied use (implied use: an open bottle of wine/ a filled glass of wine close to a character who is portrayed as someone who drinks alcohol in the overall portrayal of the movie). One episode is each time alcohol use appears on the screen. If two characters are drinking on the same screen at the same time, it is two episodes. If the character moves his alcoholic beverage off screen and then back on, this counts as two episodes. If the camera focuses on the character using alcohol, focuses somewhere else and then refocuses on the character using alcohol, this counts as two episodes. If the camera provides a close-up of a character using alcohol and then provides a wide (or zoom-out) 1

3 shot or a different angle of the same character using alcohol, it is two episodes. If the camera focuses a character using alcohol with a zoom-in-shot that is interrupted by a cut/montage and then starts the zoom-in-shot in a different perspective, it is two episodes (every cut/montage indicates a new episode). If alcohol is mentioned (e.g. antialcohol statements, refusal of alcohol, craving/wish for drinking) by a character, it is one episode. Character Alcohol Use for fake-brands is also counted, e.g. Duff-Beer in The Simpsons. 3. Tobacco Brands Shown Depiction of specific cigarette brands such as Marlboro, Lucky Strike and Camel or specific cigar, pipe tobacco or smokeless tobacco brands are counted and categorized. Brands can either be mentioned by name or displayed via pack/container, billboard, point of purchase display, magazine, T-shirt or other means of signage. Note the number of times the specific brand is displayed and then total your count. If a leading actor/actress is using the specific brand check the box and write in that person s name in the available space. If a character is using the brand which is listed Not on DVD case, indicate by checking that box. Check the boxes that describe how the brand is depicted. Fake-brands are also counted, e.g. Laramie Cigarettes in The Simpsons. 4. Alcohol Brands Shown Depiction of specific alcohol brands such as Carlsberg beer, or Absolute vodka. Brands can either be mentioned by name or displayed at a bar, on a billboard, point of purchase display, magazine, T-shirt or other means of signage are counted and categorized. Note the number of times the specific brand is displayed and then total your count. If a leading actor/actress is using the specific brand check the box and write in that person s name in the available space. If a character is using the brand which is listed Not on DVD case, indicate by checking that box. Check the boxes that describe how the brand is depicted. Fake-brands are also counted, e.g. Duff-Beer in The Simpsons. 5. Character Details. Who Uses Tobacco and Alcohol? List all billed actors, which are the ones listed on the DVD case. If necessary, confirm which character each plays on the Internet Movie Database. Fill in tobacco use status, drinking status, demographics and character positivity for each character. Character positivity = What was the valence (positive/negative) of the overall portrayal of this character? This refers to how the character is portrayed to the viewer through the script, the way they play the role, and the actions and beliefs of the character. This should reflect how the character is intended to be portrayed to the viewer, not 2

4 necessarily how the character is interpreted. For instance, Harrison Ford in The Fugitive is portrayed to the viewer as a good character, even though the other characters in the film suspect him of murder: Good (a positive character) Bad (a negative character) Neutral (not positive or negative) Mixed portrayal -- Contact details: Institute for Therapy and Health Research (IFT-Nord) Prof. Dr. Reiner Hanewinkel Harmsstr Kiel Germany Phone: Fax: hanewinkel@ift-nord.de 3

5 Movie Content Coding Form Movie: Rating: Yes No Reviewer: Date: PLEASE ATTACH A BRIEF REVIEW OF THE FILM AS IT RELATES TO TOBACCO CONTENT. Include additional findings pertinent to tobacco use in the film and tobacco and alcohol comments from actors in movie. 1. Extent and Type of Character Tobacco Use: Write in the number of times you see a character using each type of tobacco. Cigarettes Cigars Pipes Smokeless Mentioned TOTAL number of character tobacco use 2. Extent and Type of Character Alcohol Use: Write in the number of times you see a character using each type of alcohol. Beer Wine Alcohol Spirits Other alcohol Mentioned TOTAL number of character alcohol use 3. Tobacco Brands Shown: Please check the boxes and fill in blanks where appropriate. Brand1 shown: Number of times the brand is shown: Brand2 shown: Number of times the brand is shown: Brand3 shown: Number of times the brand is shown: Brand4 shown: Number of times the brand is shown: 1

6 Brand5 shown: Number of times the brand is shown: 4. Alcohol Brands Shown: Please check the boxes and fill in blanks where appropriate. Brand1 shown: Number of times the brand is shown: Brand2 shown: Number of times the brand is shown: Brand3 shown: Number of times the brand is shown: Brand4 shown: Number of times the brand is shown: Brand5 shown: Number of times the brand is shown: Brand6 shown: Number of times the brand is shown: Brand7 shown: Number of times the brand is shown: Brand8 shown: Number of times the brand is shown: Brand9 shown: Number of times the brand is shown: 2

7 Brand10 shown: Number of times the brand is shown: 5. Character Details. Who Uses Tobacco and Alcohol: Please fill in the blanks with the names of all actors billed on the DVD case. Search IMDB if necessary to verify which character is played by the billed actors, and then determine their demographics, tobacco use status, alcohol use status and character positivity. Actors and Actresses Age 1. Child Teen Child Teen Child Teen Child Teen Child Teen Child Teen Child Teen Child Teen

Data Highlights from the 2013 Hawai'i Youth Tobacco Survey (YTS) and Comparisons with Prior Years

Data Highlights from the 2013 Hawai'i Youth Tobacco Survey (YTS) and Comparisons with Prior Years Data Highlights from the Hawai'i Youth Tobacco Survey (YTS) and Comparisons with Prior Years Tobacco Prevention and Control Program Chronic Disease Management and Control Branch Tobacco Settlement Project