The readings of smoking fathers: a reception analysis of tobacco cessation images

Johnson, Joy L., Oliffe, John L., Kelly, Mary T., Bottorff, Joan L. and LeBeau, Karen (2009) The readings of smoking fathers: a reception analysis of tobacco cessation images. Health Communication, 24 6: 532-547. doi:10.1080/10410230903104921

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Author Johnson, Joy L.
Oliffe, John L.
Kelly, Mary T.
Bottorff, Joan L.
LeBeau, Karen
Title The readings of smoking fathers: a reception analysis of tobacco cessation images
Journal name Health Communication   Check publisher's open access policy
ISSN 1041-0236
Publication date 2009-09-01
Sub-type Article (original research)
DOI 10.1080/10410230903104921
Volume 24
Issue 6
Start page 532
End page 547
Total pages 16
Place of publication Philadelphia, PA, United States
Publisher Routledge
Language eng
Abstract The purpose of this qualitative study was to examine how new fathers decode image-based anti-smoking messages and uncover the extent to which ideals of masculinity might influence men to take up and/or disregard smoking cessation messages. The authors analyzed 5 images that had been used to promote smoking cessation and arrived at a consensus about the dominant discourse encoded by each image. During face-to-face interviews, new fathers were invited to discuss the images; these interview data were coded and analyzed using a social constructionist gender analysis. The study findings highlight how most men negotiated or opposed dominant discourses of health that communicated the dangers of smoking by reproducing dominant ideals of masculinity, including explicit disregard for self-health. They accepted dominant social discourses of fathering that reproduced traditional notions of masculinity, such as the protector and provider. The authors conclude that tobacco interventions targeted to new fathers must (a) develop more awareness of the ability of audiences to select discourses that empower their own interpretive positioning with regard to media, and (b) deconstruct and engage with context and age-specific masculine ideals to avoid providing rationales for continued tobacco use.
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ
Additional Notes Link to Journal Article:

Document type: Journal Article
Sub-type: Article (original research)
Collection: School of Nursing, Midwifery and Social Work Publications
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Citation counts: TR Web of Science Citation Count  Cited 18 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 20 times in Scopus Article | Citations
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Created: Wed, 06 Aug 2014, 00:19:59 EST by Vicki Percival on behalf of School of Nursing, Midwifery and Social Work