April 4-6, 2024 • Hyatt Regency • Lexington, KY
Innovations in Health Communication
Innovations in Health Communication
Abstract: Exploring How Tobacco Industry-Targeted Communities Perceive California’s Tobacco Endgame
Background: The Tobacco Endgame seeks to eradicate the tobacco industry’s influence and harm by ending the commercial tobacco epidemic and eliminating tobacco-related health disparities. In California, the initiative envisions the state free of the burden of tobacco-related death and disease by 2035. Given the tobacco industry’s disproportionate influence and harm targeting historically underserved communities, the California’s initiative lists underserved minorities as priority populations for all Tobacco Endgame policies. Seven policy goals are outlined: restrictions on tobacco sales, retailers, prices, and locations and resources for cessation, equity, and countering misinformation. Just as the tobacco industry did not target communities equally, efforts to end the tobacco epidemic cannot be implemented equally across populations. If policies are expected to best support underserved communities, research is needed to understand what priorities resonate with these communities.
Purpose: Guided by cultural sensitivity theory, the purpose of this study was to explore present awareness and perspectives among California’s priority populations regarding the Tobacco Endgame, including initiatives and policies. Cultural sensitivity theory allows for the identification of “deep structures” to provide a greater understanding of sociocultural community values, including social norms, history, environmental impacts, and unique psychological feelings.
Method: Four Tobacco Endgame priority communities were identified: Black/African American, Asian American/Pacific Islander, Hispanic, and LGBTQIA+. Across these communities, 15 virtual focus group sessions lasting 30-80 minutes were held, each discussing the seven different Tobacco Endgame policies. Sessions were audio-recorded via Zoom, which auto-creates a transcript file. Transcriptions were validated to confirm accuracy and correct errors. One priority community was analyzed at a time, which began by reading all transcripts as a means of familiarization. This was followed by independent notetaking and idea generation. From there, open coding identified thematic categories of reoccurring patterns regarding participant perceptions, feedback, or experiences. Using Nvivo, a primary coder independently coded all transcripts; a secondary coder reviewed and evaluated all codes.
Results: Thematic findings of deep structures were explored first within and then across communities. Within the Black/African American community, themes were enforcement challenges, alternative planning, economic impact, health implications, generic support, and tobacco exposure. Within the Asian American/Pacific Islander community, themes were cultural aspects; concerns for local businesses; youth vaping and tobacco use; and infringement of rights and alternate planning. Within the Hispanic community, themes were flavored products, impact on youth, health implications of tobacco exposure, policy suggestions, and post-implementation challenges and considerations. Finally, within the LGBTQIA+ community themes were alternative planning, concerns over individual rights, economic impact, enforcement challenges, health implications of tobacco exposure, and implications for families. Across communities, thematic findings were children, nonsmokers, and enforcement.
Implications: Findings provide important direction for California’s advocates seeking to achieve the Tobacco Endgame by 2035. The deep structures provide community-specific concerns and information needs that can be targeted by communication and education outreach. Such targeted efforts are essential for enhancing policy readiness within each community, reducing the potential for policy reactance and resistance. Further, universal experiences of concerns for children, nonsmokers, and enforcement challenges provide recommendations for statewide prevention messaging likely to resonate broadly.
Purpose: Guided by cultural sensitivity theory, the purpose of this study was to explore present awareness and perspectives among California’s priority populations regarding the Tobacco Endgame, including initiatives and policies. Cultural sensitivity theory allows for the identification of “deep structures” to provide a greater understanding of sociocultural community values, including social norms, history, environmental impacts, and unique psychological feelings.
Method: Four Tobacco Endgame priority communities were identified: Black/African American, Asian American/Pacific Islander, Hispanic, and LGBTQIA+. Across these communities, 15 virtual focus group sessions lasting 30-80 minutes were held, each discussing the seven different Tobacco Endgame policies. Sessions were audio-recorded via Zoom, which auto-creates a transcript file. Transcriptions were validated to confirm accuracy and correct errors. One priority community was analyzed at a time, which began by reading all transcripts as a means of familiarization. This was followed by independent notetaking and idea generation. From there, open coding identified thematic categories of reoccurring patterns regarding participant perceptions, feedback, or experiences. Using Nvivo, a primary coder independently coded all transcripts; a secondary coder reviewed and evaluated all codes.
Results: Thematic findings of deep structures were explored first within and then across communities. Within the Black/African American community, themes were enforcement challenges, alternative planning, economic impact, health implications, generic support, and tobacco exposure. Within the Asian American/Pacific Islander community, themes were cultural aspects; concerns for local businesses; youth vaping and tobacco use; and infringement of rights and alternate planning. Within the Hispanic community, themes were flavored products, impact on youth, health implications of tobacco exposure, policy suggestions, and post-implementation challenges and considerations. Finally, within the LGBTQIA+ community themes were alternative planning, concerns over individual rights, economic impact, enforcement challenges, health implications of tobacco exposure, and implications for families. Across communities, thematic findings were children, nonsmokers, and enforcement.
Implications: Findings provide important direction for California’s advocates seeking to achieve the Tobacco Endgame by 2035. The deep structures provide community-specific concerns and information needs that can be targeted by communication and education outreach. Such targeted efforts are essential for enhancing policy readiness within each community, reducing the potential for policy reactance and resistance. Further, universal experiences of concerns for children, nonsmokers, and enforcement challenges provide recommendations for statewide prevention messaging likely to resonate broadly.