|Saumya Ojha, Prasanna Kumar YS, Padma Bhat, Monalisa|
Background:A major public health challenge of this century is finding a way to harness the powerful influence of the media to curtail
tobacco use. Human beings have been using tobacco since 600 A.D. It was introduced in India by Portuguese. According to WHO, tobacco is
the single largest preventable risk factor for various diseases including premature deaths and disability around the world.
India is the second largest tobacco consumer, and third largest tobacco producer, in the world.
Tobacco use, though perceived as an individual habit, often acquires a ritualistic character involving group behaviour.
Media communications play a key role in shaping tobacco-related knowledge, opinions, attitudes, and behaviors among
individuals and within communities Studies reflect that media can play role in both increasing and decreasing the exposure of
tobacco among the different at risk group. On one hand, media can shape and reflect social values about smoking can provide new information about
smoking directly to audiences, can act as the source of observational learning by providing models which teenagers may seek to emulate;
exposure to media messages about smoking also provides direct reinforcement for smoking or not smoking.