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Date: 12th May 1999, The Nation

A STUDY by an American researcher has revealed that Thai teenagers who are familiar with the Western media and events sponsored by cigarette companies are more likely to have smoked.

The study by Dr. Marvin E. Goldberg of Pennsylvania State University covered 1,300 high school students from Bangkok and investigated the smoking patterns of teenagers in the kingdom and the factors which influence these patterns.

Among the factors found to play an important role in influencing the smoking pattern of teenagers in Thailand were sex, family habits, peer pressure and the media, music and cigarette sponsorships.

Goldberg's study found that teenagers who smoke are more likely to have been exposed to Hollywood movies in the cinema and on video. These young smokers were also the ones who chose the US as the country in which they would prefer to spend a year as a teenager.

''In many movies, cigarettes have become a central character and helped to transit from scene to scene,'' said Goldberg, pointing out that teenagers in developing countries tended to admire Hollywood-made teenagers and to emulate what they see on the screen.

The research implicitly concluded that the images portrayed simultaneously through various forms of the Western media had pervaded the fabric of Thai teenage culture and were likely to be seen as support for smoking or cause teenagers to adopt the habit.

Cigarette advertisements also have an influence on those who smoke, according to the study. Of those who recalled cigarette advertising, 72 per cent cited one well-known American brand as the one that caught their attention.

In addition, Goldberg points out, if teenagers believe their environment is full of smokers, they too will start smoking and perceive smoking as nothing more than just normal behaviour.

Goldberg urged all interested parties to tackle the risks associated with exposure to cigarettes collectively and sincerely.

''It is an ongoing battle,'' he concludes, while taking into account the power of some companies in the lucrative tobacco business.

BY VORAPUN SRIVORANART

The Nation