„Užívání necigaret není bez rizika“ aneb Diskurz o zahřívaných tabákových produktech v médiích
“The use of non-cigarettes is not without risk”: The discourse on heated tobacco products in the media

Summary/Abstract: The study presents a linguistic and discourse analysis of a selected corpus of media texts concerning the communication on new tobacco products with the focus on heated tobacco products (IQOS, glo). The analysis shows how the products are signified in the media (if, for example, journalists discriminate between heated tobacco products and e-cigarettes), how labelling in the media can influence perception of the products by the public, and if (and how) the marketing discourse is reflected in the media communication. The data were analysed in Prospéro, a quantitative-qualitativeprogram for linguistic analysis. The results show that the media discourse concerning HTPs is heavily influenced by marketing communication strategies and framed as a part of healthy, attractive lifestyle, with connotations of a healthier option, health, and personal benefits, as opposed to the use of cigarettes. Media present HTPs as a part of aspirational, trendy lifestyle, which can be attractive especially to young people, including non-smokers. The health risks and addictive behaviour risks are almost absent in the media discourse.

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