Advocating for the Public’s Health:
Using Media Advocacy to Cut Through Tobacco’s Smoke and Mirrors

Matthew J. Cook
University of Connecticut Health Center
June 11, 19/99

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Table of Contents

Title Slide

An Overview

A Brief History of Tobacco in Our Culture

A Brief History of Tobacco in Our Culture

A Brief History of Tobacco in Our Culture

A Brief History of Tobacco in Our Culture

A Brief History of Tobacco in Our Culture

A Brief History of Tobacco in Our Culture

A Brief History of Tobacco in Our Culture

A Brief History of Tobacco in Our Culture

Today: A less tobacco tolerant public

Media Advocacy - What is it?

Key Elements: Access & Framing

Outlets for Advocate Messages

Strategies for Media Access

Examples of the Tobacco Industry Paying for Media Coverage

Issue Framing and Reframing

Framing for Media Access

Framing for Content

“Framing” of Pro-tobacco by Advocates

Nicotina & Symbols

Counterframing of Tobacco Executives

Creative Epidemiology & Social Math

Reframing Examples

Reframing Examples

Reframing Examples

Reframing Examples

Wrap-up

 

About the Presentation

Author: Matthew J. Cook

Email: cook@nso2.uchc.edu

Home Page: http://www.matthewjcook.com

Other information: Presented on June 11, 1999

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