ITICAM 2017 International Trends and Issues in Communication Media Conference, Berlin, Almanya, 17 - 19 Temmuz 2017, cilt.2, ss.1064-1069
The purpose of this study was to measure how messages pertaining to smoking scenes in movies were perceived
by viewers according to media literacy knowledge. A total of 444 people (254 non-smokers and 190 smokers)
were surveyed. The participants' media literacy and smoking media literacy levels were measured separately and
the findings of how the audience perceives messages directed at smoking scenes in movies were compared
according to participants' smoking habits, age, education and gender. The results of the research demonstrate that
media literacy knowledge and smoking media literacy knowledge of the participants are not associated. As the
level of education increases, the knowledge of media literacy also increases, but the knowledge of smoking
media literacy remains unchanged. While smoking media literacy knowledge increases, smoking rates decline.
The findings also show that young people have the lowest knowledge of smoking media literacy. The research
did not find any significant difference between men and women in terms of smoking media literacy knowledge.
On the other hand, the study also showed that the level of smoking media literacy knowledge of the smokers was
lower than the non-smokers. According to the findings, it is necessary to increase smoking media literacy
knowledge rather than media literacy knowledge in order to understand and interpret the smoking messages and
to avoid negative effects of these messages.