Media Literacy and Substance Abuse Prevention Lecture 1
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4th Annual Media Literacy Seminar
Presented by Renee HobbsTemple University
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Overview of the Day• Using Media Literacy Strategies to Address
Tobacco and Alcohol Use by Students• Digital and Media Literacy as Literacy for the
Information Age• LUNCH & Presentation by Phil Bauer• Harnessing Your Inner Director• Making Media to Deepen Knowledge & Skills
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Using Media Literacy Strategies to Address Tobacco and Alcohol Use
by Students
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What’s the Big Deal about Tobacco?
Annual Deaths (Thousa...0
50100150200250300350400450500
Tobacco
Diet/Ac-tivity
Alcohol
Illegal Drugs
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Financial Costs of Smoking on Society
• SPEND: On direct and indirect medical costs from one year of smoking in the US– $150 billion – $75b direct, $75b
indirect• OR: Immunize the
entire 3rd world– $2 billion
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Cigarette Additives that start with A or B
Acetanisole, Acetic Acid, Acetoin, Acetophenone, 6-Acetoxydihydrotheaspirane, 2-Acetyl-3- Ethylpyrazine, 2-Acetyl-5-Methylfuran, Acetylpyrazine, 2-Acetylpyridine, 3-Acetylpyridine, 2-Acetylthiazole, Aconitic Acid, dl-Alanine, Alfalfa Extract, Allspice Extract, Oleoresin, And Oil, Allyl Hexanoate, Allyl Ionone, Almond Bitter Oil, Ambergris Tincture, Ammonia, Ammonium Bicarbonate, Ammonium Hydroxide, Ammonium Phosphate Dibasic, Ammonium Sulfide, Amyl Alcohol, Amyl Butyrate, Amyl Formate, Amyl Octanoate, alpha-Amylcinnamaldehyde, Amyris Oil, trans-Anethole, Angelica Root Extract, Oil and Seed Oil, Anise, Anise Star, Extract and Oils, Anisyl Acetate, Anisyl Alcohol, Anisyl Formate, Anisyl Phenylacetate, Apple Juice Concentrate, Extract, and Skins, Apricot Extract and Juice Concentrate, 1-Arginine, Asafetida Fluid Extract And Oil, Ascorbic Acid, 1-Asparagine Monohydrate, 1-Aspartic Acid, Balsam Peru and Oil, Basil Oil, Bay Leaf, Oil and Sweet Oil, Beeswax White, Beet Juice Concentrate, Benzaldehyde, Benzaldehyde Glyceryl Acetal, Benzoic Acid, Benzoin, Benzoin Resin, Benzophenone, Benzyl Alcohol, Benzyl Benzoate, Benzyl Butyrate, Benzyl Cinnamate, Benzyl Propionate, Benzyl Salicylate, Bergamot Oil, Bisabolene, Black Currant Buds Absolute, Borneol, Bornyl Acetate, Buchu Leaf Oil, 1,3-Butanediol, 2,3-Butanedione, 1-Butanol, 2-Butanone, 4(2-Butenylidene)-3,5,5-Trimethyl-2-Cyclohexen-1-One, Butter, Butter Esters, and Butter Oil, Butyl Acetate, Butyl Butyrate, Butyl Butyryl Lactate, Butyl Isovalerate, Butyl Phenylacetate, Butyl Undecylenate, 3-Butylidenephthalide, Butyric Acid
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A is for Addiction
• Nicotine is a carcinogen itself• Binds to adenosine receptors in the brain,
releasing dopamine (rush); has effect within 10 seconds
• Potent withdrawal begins within minutes• Leads to the next cigarette
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B is for blood vessels
• Multiple chemicals in cigarettes cause endothelial damage
• Increases predisposition to clotting, plaque buildup, and heart attack
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C is for Cancer
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D is for Destruction of Lungs (COPD)
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E is for Environmental Smoke
2X as much tar and nicotine3X as much benzpyrene 5X as much carbon monoxide50X as much ammonia
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Why Do People Smoke?
PAIR-SHARE:
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Addiction Social pressure Emotional pleasure Physical reasons Religious reasons Other reasons
Why Do People Smoke?
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“The Big Lie”
In the advertisement:
• Peace• Freshness• Good smells• Independence
In real life:
• Coughing• Stale taste, smoke• Bad smells• Dependence (addiction)
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What’s the Big Deal about Alcohol?
Annual Deaths (Thousa...0
50100150200250300350400450500
Tobacco
Diet/Ac-tivity
Alcohol
Illegal Drugs
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Alcohol Is the Leading Cause of
Death Those Under 25
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Alcohol and injuries
• Death from falls: 21-77% involve alcohol
• Nonfatal falls: 18-53% involve alcohol
• Drowning deaths: 21-47% involve alcohol
• Burn deaths: 9-86% involve alcohol
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Alcohol & Liver Damage
Waste products build up and can damage the:
• Brain• Testicles• Skin• Blood• Abdomen• Many more
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Fetal Alcohol Syndrome
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• Growth deficiencies • Vision, hearing, dental problems • Facial abnormalities• Mental retardation, developmental delays,
neurological problems• Epilepsy • Behavioral problems• Organ and body dysfunction (muscle
problems, bone and joint problems, genital defects, heart defects, kidney defects )
Fetal Alcohol Syndrome
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Alcohol is the leading cause of child and spousal abuse
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Alcohol and sex
Teenagers who drink are:• 7x as likely to have sex• 2x as likely to have sex with 4 or more
partnersIncreases the risk of HIV, other STDs, and teen
pregnancy
CASA, 2002
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Why Do People Drink?PAIR-SHARE:
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Taste Social pressure Social pleasure Emotional relief Addiction Cultural reasons Religious reasons Other reasons
Why Do People Drink?
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Underage drinkers• Kids less than 21 drink 25% of the alcohol
sold in the US• Kids less than 21 see 45% more beer ads
and 27% more hard liquor ads than people of legal drinking age
• Those who start to drink at age 15 are 4x more likely to become an alcoholic (than starting at age 21)
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What Can We Do About It?
• Regulation of tobacco & alcohol
• Regulation of advertising• Substance abuse
prevention public service announcements
• School curriculum programs for substance abuse prevention
PAIR-SHARE: Pros & Cons
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Public Service Announcements
They do have a positive effect!BUT…..• There are about 50 “just
say yes” messages for each “just say no” message
• PSA budget in US is about 1/30th that of England, Canada
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Hutchinson Smoking Prevention Project (HSPP)
• Curriculum for youth, 3rd-10th grades• 47.25 hours total• “Social Influences” approach• How to say no, effects on body, resisting peer
influence, self esteem, etc.• 20 school districts got the program, 20 did not• 94% follow up, high implementation fidelity
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Results
• No difference in smoking at 12th grade• No difference in smoking 2 years after high
school• No difference among boys or girls• No difference among people of other
subgroups (such as family risk for smoking)
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What Can We Do About It?
• Media literacy
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Why Media Literacy Works• Fun, creative activities involving media analysis and media
production• Offers something to rebel against• Developmentally appropriate and supports emerging critical
thinking skills• Most effective for the ones most at risk• Empowering, not protectionist
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4th Annual Media Literacy Seminar
Developed by Renee HobbsTemple University
& Brian Primack MD
University of Pittsburgh Medical School