Stimulating Demand for Tobacco due to Advertising - Literature review Example

PROBLEMATISING THE PROBLEM Name Institution Professor Course Date Introduction Most governments use policy as the most preferred attempt to address problems. The ban on tobacco in Britain is a policy aimed at discouraging smoking and lower health issues and deaths linked to smoking. The UK government has banned the promotion, advertising and display of tobacco in shops. This essay assesses the ban on tobacco and identifies numerous ways in which the tobacco problem may be conceptualised by policymakers. The paper will also locate the policy issue in the context of a policy cycle approach with reference to Bardarch’s model. The essay culminates with a brief explanation of the most suitable way of conceptualising, understanding and representing the tobacco ban policy in Britain. Representation of the Tobacco Problem According to Bacchi (2009, p.1), policies give shape to or constitute the problems. Policies establish proposals for change, but by their very temperament, they hold implicit representations of problems. With respect to the tobacco ban in Britain, the problem then is a matter of increased exposure to tobacco that in turn causes preventable diseases and deaths. Rassool (2010, p.144) asserts that tobacco use is the predominant cause of diseases and death in UK and globally. Tobacco comprises of a venomous cocktail of over four thousands chemicals many of which cause heart disease, chronic obstructive pulmonary disease and cancer. According to Rassool (2010, p.144), tobacco smoking is highly addictive and is one of the most broadly utilised psychoactive substances. In Great Britain, the highest rates of smoking are in the 20-24 age group with thirty-one percent of people in this age group recorded as smokers. In 2007, around 9.5 million adults in Britain smoked cigarettes and a further one million person smoke pipes. In the UK, tobacco use prompts over 120, 000 avoidable deaths each year and makes more persons to lose year of active life via smoking-linked diseases (Rassool 2010, p.144). As a result, policy makers frame the tobacco policy issues as a public health issue, an economic issue and a social issue. Based on the policy of the tobacco ban, the ban is prompted by the increasing numbers of deaths and diseases related to smoking. More importantly, the ban is propelled by the increasing number of smokers who include the young and the old. The statistics relating to adverse effects of smoking in Britain triggers the question why most people get themselves involved in smoking. Based on the tobacco ban, it is clear that the problem of smoking in Britain is represented as has been triggered by increased exposure to tobacco through tobacco advertising, displays and other promotional strategies. Through the ban of advertising tobacco, the government highlights its most productive or creative role in shaping certain understanding of problems. Presuppositions or Assumptions After the identification of the implied problem representation, in the tobacco ban policy, understanding presuppositions or assumptions is paramount (Bacchi 2012, p.2). Based on the ban of tobacco, the government assumes that increased advertising has attracted many people into smoking, hence increased premature deaths and smoking-related illnesses. According to Bacchi (2009, p.5), assumptions involve the background knowledge that is often ignored. All policies are founded upon culturally influenced assumptions and presuppositions besides being influenced by the discursive embellishment. A particular comprehension of social relations underpins the tobacco ban policy Binary: Responsible/Irresponsible The Marxist theory provides that advertising is a vital and integral portion of the system of capitalism ( Leiss & Jhally 1990, p.20) . Advertising and display of tobacco in public stimulates demand for tobacco thereby increasing its consumption. As early as 1908 when the Psychology of Advertising by Dill Scott and Professor Walter was published, advertisers started to formulate theories of human motivation and behaviour to unlock the mind of consumers through persuasive treatments (Jakeman & McDowell 2010, p.92). When people smoke in public they expose others to harmful substance while at the same time attract more people into smoking. The effects of smoking affect both smokers and non-smokers. Bandura’s social cognitive learning theory establishes the concept of reciprocal determinism where aspects of the person and the environment influence one another (Abrams & Niaura 2003, p.249). A change in one is thought to change the other. Therefore, the ban on tobacco advertising and smoking in public places limits the cues to smoke and subsequently lowers the rate of smoking. The government specifies concern with the number of younger people, too young to be responsible, engaging in smoking. These culture calls for change. The government has therefore constructed probable action courses and efforts to shape practical human conduct. The policy allows people to understand what is responsible and acceptable behaviour and at the same time offer freedom to make poor decisions and risk adverse health effects. Freedom /Security The binary amid the freedom to smoke and the wish for security from harmful substances are competing. The ban on tobacco ensures that those who wish to smoke have the opportunity to do so in discretion. On the other hand, the vulnerable group or passive smokers require security and protection from effects of tobacco. . Concepts: Healthy life The underlying concept in the tobacco ban is healthy life. The policy presumes that people interested in living healthy lives free from of diseases. When people desire health lives, it is presupposed that they hold a notion regarding what healthy life entails. However, it is possible to anticipate that everybody understands that to live a healthy life implies increasing costs linked to health. Categories The use of categories such as active and passive smokers informs the policy because smoking in public places affects both smokers and non-smokers Representation of the Problem When people seek to trace the history of a current problem representation, they need to follow the turns and twists instead of assumptions (Bacchi 2009, p.7). For a good deal of the last two centuries, tobacco use was a socially acceptable behavior during the first few decades of the twentieth century in the UK. Diseases such as lung cancer were rare. However, as tobacco use became considerably popular between men and women, incidences of lung cancer and heart disease have increased. As a result, tobacco is the single greatest cause of premature deaths and preventable diseases. Tobacco smoking is the second major cause of death in the globe and is responsible for one-third of cancer, most chronic lung disease in adults and one-seventh of cardiovascular. A report by WHO indicated that the contents of tobacco hold the most carcinogenic and toxic substances. Tobacco consumption kills 650, 000 people every year in the European Union’s while a further 80, 000 are killed by passive smoking. The United Kingdom hold high rates of deaths caused by tobacco smoking compared to other countries in the European Union. Therefore, it is necessary for smoking in public and tobacco advertising to be considered illegal. While crucial issues have been problematised, the failure to assess other factors that lead to extensive smoking leaves major gaps in the policy. Therefore, the problem of increased smoking and premature deaths could be addressed further through implementation of strategies that prevent people from smoking. For instance, peer pressure, tobacco price, unemployment and idleness are major aspects that contribute to smoking. Further regulation of the tobacco contents and supply of tobacco should be considered. Therefore, addressing these issues would help in solving the problem of tobacco use. The problem representation in the tobacco policy holds several effects. The ban will affect the tobacco and advertising industry. However, as regard, health benefits, the ban will help in lowering tobacco use thereby reducing premature deaths and tobacco-linked illnesses affecting both active and passive smokers. Bardach Policy Analysis Model With regard to Bardach policy analysis model, defining the problem is the first step (Hughes 2010, p.110). There has been excessive tobacco use triggered by increased exposure to tobacco. The excessive use of tobacco creates health issues and deaths in society. Tobacco remains a major cause of premature deaths and terminal illnesses in Britain. Over 120, 000 people every year die of tobacco use in Britain. Britain holds the highest number of deaths linked to tobacco use in EU. To avert the negative effects of tobacco use, tobacco advertisements and use in public places are banned. However, other factors that trigger the increased tobacco use should be assessed. Banning advertisement and use of tobacco in public places, and reduction of addictive flavours are effective in reducing the use of tobacco. Apparently, advertising and reduced exposure to tobacco lowers tobacco demand. This strategy is cost effective, sustainable and politically, socially and economically feasible. The policy options produce desired impacts and outcomes. Based on the cost-benefit analysis, banning of tobacco advertisement and use in public places lowers the rate of its use, thereby preventing smoking-related illnesses and deaths. The ban on tobacco advertisement lowers the demand of tobacco with less people engaging in tobacco use. The tobacco policy has developed greatly in recent years, with a favourable global context, coherent policy direction and extra resources from the government. With the ban on tobacco advertisements and use in public places, smoking rate have declined although constant implementation is required to uphold the momentum. More needs to be done to lower smoking among young people, minority ethnic group, manual workers and vulnerable groups such as homeless people and prisoners (Baggot 2010, p.346). Positivists and Post-positivists Policy Analysis Policy analysis is the procedure through which people arrive at a course of public action that affects beneficial change in a given situation (Adachi & Lio 2015, p.1). There are two approaches in relation to policy analysis. These approaches include positivist and post-positivists approaches. With respect to positivist approach, scientific knowledge can be attained through the principle of pragmatic falsification. This approach focuses on analytical rigour and built-in assumptions. Positivist approach as a prescriptive and deductive approach to policy analysis focuses on linking quantifiable policy upshots policy determinants (O’Mullane 2013, p.30). The post-positivists approach, on the other hand, is a counter-perspective to positivism and rejects the idea of quantifying outcomes devoid of due recognition of politics and social context of the policy process. Despite several shortcomings, the post-positivists approach is the most suitable way of conceptualising, understanding and representing the tobacco policy issue. This is because post-positivist policy analysis is not just about solving problems, but also helps in defining problems, questioning and destabilising accepted descriptions. Bacchi (1999, p.1) confirms that an essential part of policy analysis includes identification and assessment of problem representations. Post-positivists policy analysis is applicable anywhere and it invokes more participatory outset of the democracy (Hawkesworth, p.193). References List Abrams, D & Niaura, R 2003, The tobacco dependence treatment handbook: A guide to best practices, USA, Guilford Press. Adachi, Y & Lio, J 2015, Policy analysis in Japan. Japan, Policy Press. Bacchi, C 2009 Analyzing policy: What’s the representation meant to be? Pearson Education: Frenchs Forest. Bacchi, C 2012 Why study problematisations? Making politics visible. Open Journal of Political Science, Vol 2, no1, pp.1-8. Bacchi, C. L. (2009). 'Introducing a 'what's the problem represented to be?' approach to policy analysis'. In C. L. Bacchi, Analysing policy: what's the problem represented to be? (pp. 1-24). Frenchs Forest, N.S.W.: Pearson Education. Baggot, R 2010, Public health: Policy and politics, UK, Palgrave Macmillan. Hawkesworth, M , 1988 Theoretical issues in policy analysis, USA, SUNY Press. Hughes, O 2012, Pubic management and administration, UK, Palgrave Macmillan. Jakerman, V & McDowell, C 2008, New insight into IELTS: Workbook with answers, UK, Cambridge University Press. Leiss, W & Jhally, S 1990, Social communication in advertising: Persons, products & images of wellbeing, USA, Psychology Press. O’Mullane, M 2013, Integrating health impact assessment with policy process: Lessons and experiences from around the world, UK, OUP Oxford. Rassool, G 2011, Understanding addiction behaviours: Theoretical and clinical practice in health and social care, UK, Palgrave Macmillan. Bacchi, C 1999 Women, Policy and Politics: The construction of policy problems. SAGE: London. Read More