Evaluation Results

BACKGROUND

A major area of interest for the Blowing Smoke staff is to determine the effectiveness of media literacy as a prevention strategy. The focus of this project is tobacco in films, however it is our hope that as youth become media literate, they apply this skill to other areas of the media. This may occur with respect to the use of tobacco in other types of media, but also to other negative media influences such as violence, alcohol, and image. To explore this question, the Blowing Smoke Peer Advisory Group was given a short questionnaire about the effect of the program on their movie viewing.

FINDINGS

All of the youth report that the program has effected the way that they watch movies. While many of them report (45%) that they have "noticed smoking scenes where before I wouldn't have noticed", others (40%) have begun actively looking for the use of tobacco in films. These youth say that they "look more carefully for details" and have become "more critical". One youth stated, "I can say now that I cannot enjoy a movie without looking for smoking."

All the project participants agree that they have become aware of the amount of smoking in movies. One youth has "noticed that there is smoking in almost every movie I watch." Furthermore, the effects of their awareness spur some youth to action. One youth "will even count the times there are smoking scenes in movies", while another says that "every time I see smoking anywhere I want to write it down." Furthermore, several youth express an awareness of smoking as an actor's choice. One youth now notices, "the amount of smoking by irate actors."

The Blowing Smoke project has gone beyond building an awareness of smoking. Seven youth (24%) report expanding their media literacy skills from observing tobacco to noticing product placement in films. One youth emphasizes "PRODUCT PLACEMENT!! I was watching "The Net" yesterday and one of the guys opened a drawer and lo and behold was a pack of Newport's, yuck!" Another is noticing "product placement not only with tobacco but other products as well."

Perhaps most significant, four youth express how their awareness of smoking in films has broadened to thinking about the hand behind the camera. One youth explains, "I always am saying, wow look, that is placed there for a reason." Another says, "this group has really opened my eyes to what is put into movies to try and persuade teenagers."

An important aspect of media literacy is that as youth become aware of media influences , they become excited enough to share their discovery with other youth. Three-fourths of the project participants (76%) have talked about tobacco use in movies with a friend. While many report simply describing the project, eight youth (28%) provide specific examples of their efforts to raise the awareness of their friends. One youth says, " I told them how many times the actors smoke in their favorite movies. They were shocked". The most gratifying example, however, is the following: