African American Perceptions of Tobacco Denormalization Approaches

Due to a comprehensive tobacco control program in California, smoking has decreased in the general population. Part of the success is attributable to a denormalization strategy that has made smoking socially unacceptable. Even though we see declines in smoking among the general population in California, tobacco use persists and remains concentrated among the most marginalized groups, including African Americans. The proposed research will be among the first to investigate how African American young adults perceive of tobacco denormalization strategies. Research has not yet considered the influence of denormalization strategies on groups in California where smoking remains concentrated. This research will be among the first to investigate African American young adults’ perceptions of tobacco denormalization strategies, and the extent to which perceptions may be shaped by race/ethnicity and gender.

To investigate these aims, the research team proposes to conduct 4 focus groups and 60 face-to-face interviews with African American young adults. Findings from interviews will shed light on why smoking may persist among African Americans, and provide information on how to best target tobacco prevention and treatment for African American young adults in California. A comprehensive dissemination strategy includes the development of manuscripts for publication in academic journals as well as the creation of a project website, podcast series, and social media component to disseminate study findings to and elicit feedback from the study population and public health professionals. This social justice-oriented proposal addresses research priorities 4 and 5.