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Open Access Reaching Adolescent Girls Through Social Networking: A New Avenue for Smoking Prevention Messages Toucher les adolescentes au moyen du réseautage social : une nouvelle avenue pour les messages de prévention du tabagisme

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Abstract:

Because adolescent girls are being targeted on social networking sites by the tobacco industry, new online tobacco control (TC) initiatives are needed. The purpose of this interpretive descriptive study was to explore adolescent girls' perspectives on the use of social networking sites to deliver TC messages targeting young women. Focus groups were conducted with 17 girls aged 16 to 19. Seven TC messages were provided for evaluation and as context for discussion about the delivery of TC messages on social networking sites. Data were analyzed for themes, which included concerns about the effectiveness of current TC messages and the stereotypical representations of gender, factors perceived to influence the effectiveness of TC messages on social networking sites, and suggestions for enhancing the effectiveness of TC messages placed on social networking sites. Endorsement of TC messaging on social networking sites suggests that this medium is an untapped resource for smoking prevention.

French
L'industrie du tabac utilise à présent les sites de réseautage social pour cibler les adolescentes. Pour combattre cette publicité, il faut créer de nouvelles initiatives de lutte contre le tabagisme (LT) en ligne. La présente étude descriptive interprétative visait à explorer la vision qu'ont les adolescentes de l'utilisation des sites de réseautage social pour diffuser des messages de LT ciblant les jeunes femmes. Des groupes de discussion ont été formés avec 17 filles âgées de 16 à 19 ans. Sept messages de LT ont été utilisés à des fins d'évaluation et ont servi de contexte pour la discussion sur la diffusion de messages de LT dans les sites de réseautage social. L'analyse des données a permis de dégager certains thèmes, y compris les préoccupations relatives à l'efficacité des messages actuels de LT et les représentations stéréotypées du genre, les facteurs perçus comme influençant l'efficacité des messages de LT sur les sites de réseautage social, et les suggestions pour améliorer l'efficacité des messages de LT placés dans les sites de réseautage social. L'appui aux messages de LT dans les sites de réseautage social laisse entendre que ce moyen de communication est une ressource inexploitée pour la prévention du tabagisme.

Keywords: GENDER; HEALTH PROMOTION; TECHNOLOGY; TOBACCO USE; WOMEN'S HEALTH; YOUTH HEALTH

Document Type: Short Communication

Publication date: 2012-09-01

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