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A National Study of Social Media, Television, Radio, and Internet Usage of Adults by Sexual Orientation and Smoking Status: Implications for Campaign Design

Author

Listed:
  • Andrew B. Seidenberg

    (Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA)

  • Catherine L. Jo

    (Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA)

  • Kurt M. Ribisl

    (Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA
    Lineberger Comprehensive Cancer Center, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA)

  • Joseph G. L. Lee

    (Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA
    Department of Health Education and Promotion, College of Health and Human Performance, East Carolina University, Greenville, NC 27858, USA)

  • Francisco O. Buchting

    (Horizons Foundation, San Francisco, CA 96766, USA)

  • Yoonsang Kim

    (Health Media Collaboratory, National Opinion Research Center at the University of Chicago, Chicago, IL 60602, USA)

  • Sherry L. Emery

    (Health Media Collaboratory, National Opinion Research Center at the University of Chicago, Chicago, IL 60602, USA)

Abstract

Background : Smoking rates among lesbian, gay, and bisexual (LGB) people significantly exceed that of heterosexuals. Media interventions are an important part of tobacco control efforts, but limited information is available on LGB people’s media use. Methods : A nationally representative sample of 12,900 U.S. adults completed an online questionnaire assessing media use, smoking status, and demographic information. Multivariable logistic regression was used to assess relationships between media use with sexual orientation and smoking status. Results : A total of 590 (4.6%) respondents identified as LGB, of which 29% were smokers. Regardless of sexual orientation and smoking status, the Internet was the most popular media channel used, followed by television and radio. LGB respondents had significantly greater odds of having accounts on social media websites, accessing Facebook daily, and being a frequent Internet user, compared to heterosexual respondents. Similar media use was found between smokers and non-smokers, but smokers had greater odds of being frequent television viewers and frequent Internet users, compared to non-smokers. Conclusions : Compared to heterosexuals, LGB respondents reported greater use of the Internet, especially social media. Media campaigns targeting LGB populations can maximize reach by utilizing social media alongside traditional media channels.

Suggested Citation

  • Andrew B. Seidenberg & Catherine L. Jo & Kurt M. Ribisl & Joseph G. L. Lee & Francisco O. Buchting & Yoonsang Kim & Sherry L. Emery, 2017. "A National Study of Social Media, Television, Radio, and Internet Usage of Adults by Sexual Orientation and Smoking Status: Implications for Campaign Design," IJERPH, MDPI, vol. 14(4), pages 1-14, April.
    • Handle: RePEc:gam:jijerp:v:14:y:2017:i:4:p:450-:d:96473
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    References listed on IDEAS

    as
    1. Emery, S. & Kim, Y. & Choi, Y.K. & Szczypka, G. & Wakefield, M. & Chaloupka, F.J., 2012. "The effects of smoking-related television advertising on smoking and intentions to quit among adults in the United States: 1999-2007," American Journal of Public Health, American Public Health Association, vol. 102(4), pages 751-757.
    2. Smith, Elizabeth A & Offen, Naphtali & Malone, Ruth E, 2005. "What makes an ad a cigarette ad? Commercial tobacco imagery in the lesbian, gay, and bisexual press," University of California at San Francisco, Center for Tobacco Control Research and Education qt606057n9, Center for Tobacco Control Research and Education, UC San Francisco.
    3. Niederdeppe, Jeff & Kuang, Xiaodong & Crock, Brittney & Skelton, Ashley, 2008. "Media campaigns to promote smoking cessation among socioeconomically disadvantaged populations: What do we know, what do we need to learn, and what should we do now?," Social Science & Medicine, Elsevier, vol. 67(9), pages 1343-1355, November.
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    smoking; LGBT; media;
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