RELATIONSHIP BETWEEN MEDIA LITERACY, SMOKING MEDIA LITERACY AND SMOKING HABIT


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Çelebi E.

ITICAM 2017 International Trends and Issues in Communication Media Conference, Berlin, Almanya, 17 - 19 Temmuz 2017, cilt.2, ss.1064-1069

  • Cilt numarası: 2
  • Basıldığı Şehir: Berlin
  • Basıldığı Ülke: Almanya
  • Sayfa Sayıları: ss.1064-1069

Özet

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.