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The Role of the Media in Promoting and Reducing Tobacco Use

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The media strongly influence people’s conceptions and perceptions of the so- cial environment. While providing entertainment, they also impart information, cul- tural knowledge and values that in turn influence how people come to view themselves, certain social groups, gender roles, etc. Thus, the media not only aid in socialization, but by providing symbolic resources, they also exercise a form of pedagogy. This is the basis of media education as researchers in this field argue that a media literate person can not only take on a critical, analytical and evaluative perspective but can also use media to contribute to the production and communication of knowledge. The important question is.

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