'Playing the Movie Directly' Perceptions oj Tobacco Content in Video Games

摘要

Background/aims. Despite visual similarity to films and the presence of tobacco imagery, video games have been overlooked as a vector for conveying tobacco content to adolescents. This qualitative study examined how tobacco content is perceived by adolescents and explored why game designers choose to insert tobacco imagery into games. Methods. Interviews were conducted with video game playing adolescents (n = 20), young adults (n = 28), and game designers (n = 5). Participants recalled games with tobacco imagery, described the imagery and its narrative effect, and discussed potential regulation. Interviews were transcribed and analyzed for themes and exemplars. Results. Game designers inserted tobacco content to signify meaning to players. Adolescents understood this messaging, assigning intended meanings to in-game tobacco use. Participants believed that tobacco content was benign. Participants were resistant to regulation of game content, citing artistic freedom. Conclusions. Games including tobacco content create new virtual spaces where adolescents spend time experiencing normalized, acceptable tobacco use.