NOW, ONSCREEN SMOKING IS MIMICKED ONSCREEN
Recent telecast of TV series depicts peer pressure for smoking among minors; influence attributed to filmstars’ smoking in movies
Onscreen smoking has been repeatedly proven to influence smoking behaviour among adolescents. In a new development, the influence of onscreen smoking on the big screen has been replicated on the small screen as well. In a telecast of a highly viewed TV series on the evening of 28th July, one particular scene actually depicted a minor influencing another minor to initiate smoking, citing examples of film stars doing so in the movies as a mark of style and care-free living. Although actual smoking has not been depicted in the scene portrayed, there was a pack shot of the cigarette brand which itself is a clear reflection and acceptance of the fact that onscreen smoking does have an influence on adolescent smoking behaviour. The serial in question has already created a controversy due to its subject matter in last few weeks.
Speaking on the issue, Dr. P.C. Gupta, Director, Healis Sekhsaria Institute for Public Health, said, “It has been proven through numerous studies and research conducted across multiple geographies that onscreen smoking clearly does influence the youth – especially adolescents to smoke whether it is portrayed positively or negatively to initiate smoking. This issue has been very conveniently put on the backburner even by the Union Health Minister through his recent comments of onscreen smoking counting as ‘artistic freedom’. But the truth is that in a country such as ours, there is a large population of youth who are exposed everyday to movies and television series, and it is these adolescents who stand to be encouraged by depiction of smoking on screen.”
In a recent study conducted in the US by the American Academy of Pediatrics to determine exposure to movie smoking in relation to smoking initiation among US adolescents, prevalence of smoking was seen to be about 2% among those with the lowest exposure to smoking in movies, steadily going up to almost 30% among those with highest exposure. This study clearly demonstrates the association between onscreen smoking exposure reflecting on smoking initiation among adolescents. In fact, the study further suggests that exposure to movie smoking is a primary independent risk factor, accounting for smoking initiation in more than one-third of US adolescents, 10 to 14 years of age.
Another point to be noted regarding the scene depicted on the TV show is the content that is used to portray the negative character influencing the positive character to smoke. The dialogues used in the scene speak of how it is acceptable to smoke, as onscreen actors also smoke to relieve their tension and it adds to their style. Although this is not a clear depiction of smoking on screen, it is still a potentially powerful motivator for adolescents viewing the show to believe that it is actually acceptable to smoke, and subsequently initiating smoking without any knowledge of the health risks involved. It should also be realized that the pack shot is in effect advertisement of a brand. This possibility is justified by further research – through another survey conducted among 6000+ US adolescents, it was observed that 13.7% of the respondents actually started smoking after being exposed to positive characters smoking in a random sample of movies.
In light of so many such conclusive research reports, it is definitely essential for the authorities to recognize the fact that onscreen smoking and adolescent exposure to the same have a significant impact on smoking behaviour – and subsequently the numerous health risks that arise from such exposure. These research reports further highlight the need for strict government action to curb the depiction of onscreen smoking – be it in the movies or on television.
