MTV Music Television has an exclusively young audience de

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An Analysis of Smoking on MTVs The Real World

• Presentation by Olivia Wackowski, MPH
• 
  Acknowledgements
• Dr. Jane
  Lewis
• Ms. Mary
  Hrywna, MPH

2
Background

• Media can influence health-related behaviors,
  including smoking
• 38.3 of US high school students watch 3 or more
  hrs of TV during average school day (Neilson
  Media Research, 1998)
• Media can serve as a source of observational
  learning of tobacco use
• Media can reinforce inaccurate perceptions of
  social norms and prevalence of tobacco use

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Study Objective

• This study examined the frequency and portrayal
  of tobacco use on The Real World, a 30-minute
  reality television show on MTV

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Why Focus on MTV?

• MTV (Music Television) has an exclusively young
  audience demographic (1234 yrs.)
• More than music videos various programming that
  may reflect youth culture ideas
• Few previous studies on non-music video
  programming on MTV none on tobacco use
• The Real World is one of MTVs longest running
  (non-music video) shows

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The Real World

• 30 minute reality show on MTV
• Dynamics of 7 young adults living together for 4
  months
• There has been a total of 15 seasons of the
  show since 1993

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Methods

• Sample
• Las Vegas season 12th season (2002-03),
  28 episodes (on air at time of study)
• New York season 1st season (1993),
  13 episodes (available for purchase)
• Instrument
• Each episode coded with a pre-tested coding sheet
  and guide

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Methods

• Content Analysis
• Presence of tobacco use in episode
• Number of different scenes of tobacco use per
  episode

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Methods

• Variables coded during each scene of tobacco use
  
• Type of smoking behaviors observed
• Ie, Holding cigarette, taking a drag, lighting
  cigarette
• Whos Using main or background character
• Proximity of use central or secondary focus
• Location of use
• Context of use

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Methods

• In addition
• Product identities recorded whether brands of
  tobacco used could be identified
• Portrayed or implied consequences or any negative
  or anti-use statements

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Results
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Results
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Results

• Most common location
• LV lobby area outside of home
• NY inside of home
• Most common context of use
• LV discussing issues
• NY hanging out

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Results

• LV main characters used 13x more than bckgrnd
• (5/7 cast members were smokers)
• NY main characters used 7x more than bckgrnd
• (2/7 cast members were smokers)

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Results

• Only 1 consequence/negative statement about
  smoking
• NY season- character upset about people smoking
  in the house
• If Im sitting on the couch and someone is down
  here, I dont care if people are smoking. But
  when Im sleeping, I cant stand breathing
  cigarette smoke.

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Results

• Brand of tobacco recognized
• LV season 39 times
• NY season 9 times
• Brands recognized
• Marlboro
• Newport
• Camel

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Summary of Results

• Almost every episode portrayed use
• Viewers exposed to more tobacco in the 12th than
  1st season
• Number of smokers, Location (Sin City),
  different production style
• Use most often modeled by main characters
• Popular brands of tobacco recognizable

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Limitations

• The 2 seasons (LV and NY) not directly comparable
  (different years, location, number of episodes)
• Not generalizable to all seasons of show (i.e.,
  dependent on of smokers)
• Overall, conservative measure of exposure to
  tobacco (does not capture constant reminders of
  smoking, i.e. ashtrays, lighters, matches)

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Implications

• Show may reinforce misperceptions about tobacco
  use prevalence
• Attractive main characters may serve as a source
  of observational learning for use
• Reality show viewers know characters are not
  acting, may have stronger impact
• Free advertising for tobacco companies to most
  coveted audience

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Areas for Future Research

• Continue to monitor content on MTV
• Tobacco use on The Real World and other MTV
  shows
• Research on the impact of smoking portrayals on
  reality programs

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Recommendations

• Health professionals should
• Build working relationships with MTV to create
  more responsible programming/ limit portrayals of
  tobacco use
• Advocate to make tobacco brands completely
  unidentifiable on-screen
• Advocate for media literacy education

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Thank you for your attention

• Any questions?