Effects of Mass Media and Tobacco Promotion on Smoking among Adolescents in Ghana

Abstract

This paper examines the effects of the mass media and tobacco promotion on adolescents’ outcome expectancies and intention to smoke in Ghana. A sequential method triangulation approach was adopted in the study. First, we analysed existing data from the Global Youth Tobacco Survey conducted among 1,917 students in Ghana. In-depth interviews were then conducted among 40 adolescents in Accra. The potential determinants of adolescents’ intention to smoke were mainly derived from the Social Cognitive theory. The results show that while direct advertisement is minimised, a high proportion of adolescents in Ghana are exposed to tobacco use in films and at public gatherings. There was a direct relationship between exposure to tobacco promotion and outcome expectancies. The variables associated with intention to smoke in the future were outcome expectancies and “ever experimented with tobacco smoking”. It is concluded that smoking in movies and tobacco promotion play a role in the initiation of smoking among adolescents in Ghana. Based on the findings, the paper recommends effective parental control and legislation to prevent adolescents from being exposed to smoking in movies. Additionally, effective information should be provided to adolescents about the harmful effects of tobacco use