Thesis
The vape debate: a case study of vaping advocacy group counter-marketing strategies in the media
Master of Science (M.S.), Drexel University
Feb 2021
DOI:
https://doi.org/10.17918/00000542
Abstract
The main purpose for this study is to examine advocacy groups fighting the vaping epidemic through counter-marketing. These groups are utilizing social media, podcasts and video games to reach teens and parents, arming them with the tools to combat the tobacco industry's recycled advertising strategies used to addict millions of people each year. In-depth interviews were conducted with eight anti-vaping experts. Does counter- marketing contribute to the declines in youth vaping? Why has vape advertising not been banned in the media? Is JUUL's advertising suspension enough to atone for the misinformation already spread online? These are all questions the experts attempted to answer. The study finds that anti-vaping counter-marketing is essential to those who are tempted, those who are already addicted and the casual users who do not understand the dangers. There is no one way to counter-market but it is imperative that advocacy groups continue to follow media trends that the tobacco industry will no doubt use to addict the next generation.
Metrics
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Details
- Title
- The vape debate
- Creators
- Nina Demery
- Contributors
- Michelle McHugh (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- viii, 130 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 991014877646904721