Awareness of Media-Based Antitobacco Messages Among a Community Sample of LGBT Individuals

Alicia K. Matthews*, Kimberly Balsam, Anna Hotton, Lisa Kuhns, Chien Ching Li, Deborah J. Bowen

*Corresponding author for this work

Research output: Contribution to journalArticle

13 Scopus citations

Abstract

Purpose. Study objectives were to measure awareness of general antitobacco messages in LGBT-focused and general media outlets among LGBT (lesbian, gay, bisexual, and transgender) individuals and to examine associations between sociodemographic characteristics and awareness levels. Method. Data were based on cross-sectional survey data from a racially diverse sample of participants (N = 726). Participants were primarily male (69.3%), with smaller percentages of female (21.8%) and transgender (8.9%). The median age was 31 years. Results. A higher proportion of participants reported awareness of antitobacco messages in general media outlets compared to LGBT-specific media outlets. Awareness of antitobacco messages in general media was positively associated with current smoking and negatively associated with female gender and Latino ethnicity. Awareness of antitobacco messages in LGBT media was positively associated with younger age, current smoking, frequent reading of LGBT newspapers or magazines, and frequent attendance at LGBT bars and negatively associated with Latino ethnicity. Conclusions. Despite frequent readership, awareness of antitobacco messages in LGBT newspapers/magazines was quite low. We speculate that low awareness is related to the absence of antitobacco messages in LGBT-related media. LGBT-specific media outlets provide an important opportunity for future antitobacco campaigns.

Original languageEnglish (US)
Pages (from-to)857-866
Number of pages10
JournalHealth Promotion Practice
Volume15
Issue number6
DOIs
StatePublished - Nov 13 2014

Keywords

  • LGBT populations
  • antitobacco media campaigns
  • media messages
  • tobacco use

ASJC Scopus subject areas

  • Public Health, Environmental and Occupational Health
  • Nursing (miscellaneous)

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