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Pneumologie
DOI: 10.1055/a-2508-1456
Originalarbeit

Interessengesteuertes Framing: Die Sprache der Nikotinindustrie

Interest-driven framing: the language of the nicotine industry
Waltraud Posch
1   VIVID – Fachstelle für Suchtprävention, Graz, Österreich
,
Sabina Ulbricht
2   Community Medicine, SHIP-KEF, Universitätsmedizin Greifswald, Greifswald, Deutschland (Ringgold ID: RIN60634)
,
Reiner Hanewinkel 
3   IFT-Nord gGmbH, Institut für Therapie- und Gesundheitsforschung, Kiel, Deutschland (Ringgold ID: RIN221536)
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Zusammenfassung

Hintergrund

Der Konsum konventioneller Tabakprodukte ist seit Jahren rückläufig. In der Folge hat sich die Tabak- und Nikotinindustrie neue Märkte erschlossen und führt nun eine Reihe verschiedener Nikotinprodukte in ihrem Portfolio. Es soll dargestellt werden, wie die Nikotinindustrie gezielt die Sprache dazu nutzt, Bewusstsein zu schaffen und neue Nikotinprodukte als vermeintlich weniger risikoreich zu charakterisieren als traditionelle Tabakprodukte.

Methode

Das interessengesteuerte Framing der Tabak- und Nikotinindustrie wird anhand zentraler Begrifflichkeiten, die die Industrie eingeführt hat, exemplifiziert.

Ergebnisse

Von der Tabak- und Nikotinindustrie eingeführte Begriffe wie „risikoreduziert“, „rauch- und tabakfrei“, „dampfen“, „alternative Produkte“ können als gezielte Marketingstrategie verstanden werden, die das Risiko, das mit dem Konsum von E-Zigaretten, Tabakerhitzern und anderen Produkten verbunden ist, verharmlosen.

Schlussfolgerungen

Die Tabak- und Nikotinindustrie hat es erreicht, dass sich für die neu eingeführten Nikotinprodukte eine freundliche und beruhigende Terminologie durchgesetzt hat. Es ist eine große Herausforderung, diese Begriffe durch eine Nomenklatur zu ersetzen, die die Gesundheitsrisiken, insbesondere die Abhängigkeits- und Gesundheitsgefahr des Konsums dieser Nikotinprodukte adäquat beschreibt. Entsprechende Vorschläge werden unterbreitet.

Abtract

Background

The consumption of conventional tobacco products has been declining for years. As a result, the tobacco and nicotine industry has opened up new markets and now has a range of different nicotine products in its portfolio. The aim of the present study was to show how the nicotine industry uses language to create awareness and characterize new nicotine products as supposedly less risky than traditional tobacco products.

Method

Key terms introduced by the tobacco and nicotine industry are identified as exemplifying the interest-driven linguistic framing of new nicotine products.

Results

Terms introduced by the tobacco and nicotine industry such as “reduced-risk”, “smoke- and tobacco-free”, “vaping”, “alternative products” can be understood as a targeted marketing strategy that trivializes the risks associated with the use of e-cigarettes, tobacco heaters and other products.

Conclusions

The tobacco and nicotine industry has managed to establish a friendly and reassuring terminology for the newly introduced nicotine products. It is a major challenge to replace these terms with a nomenclature that adequately describes the health risks, in particular the risk of addiction and health hazards of consuming these nicotine products. Appropriate proposals will be made.

Schlüsselwörter

Zigaretten - E-Zigaretten - Tabakerhitzer - e-cigarettes - heated tobacco products - framing - marketing

Keywords

Framing - Marketing - cigarettes


Publication History

Received: 09 December 2024

Accepted after revision: 20 December 2024

Article published online:
23 January 2025

© 2025. Thieme. All rights reserved.

Georg Thieme Verlag KG
Oswald-Hesse-Straße 50, 70469 Stuttgart, Germany

 

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