Hala Touta

Abstract

This Thesis examines how Egyptian students perceive the visual warnings on cigarette packs. First the study presents some significant global and regional statistics alongside a history of cigarette manufacturing, social associations, and advertising from the twentieth century. Three theories are reconciled, namely the theories of Normative Influence, Fear Appeal, and the Protection Motivation Theory to fully capture why the Egyptian young people continue to smoke despite the disturbing graphic images that are required by law to be placed on the front and back of cigarette packs. In engaging with these theories, the study explains how the human psyche develops a protective or adverse mechanism and how an individual's self-perception largely depends upon others' perception of him/her, precisely the perception of family and peers. Through focus group interviews, the study captures the complexity of smoking behavior while being conscientious of social, cultural and psychological factors affecting it. Finally the study proposes the themes that are found to be most effective in encouraging smoking cessation among young Egyptians.

Department

Journalism & Mass Communication Department

Degree Name

MA in Journalism & Mass Communication

Graduation Date

6-1-2016

Submission Date

8-23-2017

First Advisor

Close, Ronnie

Committee Member 1

Ismail, Amani

Committee Member 2

Zaki, Galal

Extent

140 p.

Document Type

Master's Thesis

Rights

The author retains all rights with regard to copyright. The author certifies that written permission from the owner(s) of third-party copyrighted matter included in the thesis, dissertation, paper, or record of study has been obtained. The author further certifies that IRB approval has been obtained for this thesis, or that IRB approval is not necessary for this thesis. Insofar as this thesis, dissertation, paper, or record of study is an educational record as defined in the Family Educational Rights and Privacy Act (FERPA) (20 USC 1232g), the author has granted consent to disclosure of it to anyone who requests a copy.

Institutional Review Board (IRB) Approval

Approval has been obtained for this item

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