Puffery or Policy: E-cigarettes and the role of the media in the implementation of medical and public health advice (360G-Wellcome-213254_Z_18_Z)

My project focuses on the e-cigarette industry to explore the role of the media on public opinion. Both print press and audio-visual media strongly influence the socio-cultural values attached to addictive substances. They portray the relationship between the supplying industries and public health; frame both promotional advertising and health warnings; and finally, provide the multiple-platforms of information (and addiction) transmission. The public can be overwhelmed by this wealth and profusion of contradictory claims, undermining genuine expert recommendations. Research can help to overcome this. A chronological evaluation of textual and audio-visual media, tracing the shifting relationship and negotiations between the many stakeholders (public health, Cancer Research UK, the media, e-cigarette industry and consumers), will demonstrate the changing socio-cultural associations of e-cigarettes. Having established this background, interviews with these stakeholders will explore the advertising and health recommendations of both health policy and the e-cigarette industry across different media platforms -- exploring which advice is trusted and followed. This project creates a transferable framework and approach to build positive relationships with emerging industries promoting new products not easily categorised as ‘healthy’ or ‘unhealthy’. This research also assesses the most effective and appropriate media platforms to broadcast health advice in the future.