Review of Tobacco Cessation Efforts and Role of Mass Media in Rural Tribal India

Abstract

Tobacco has been used as a medicinal and consumable substance since its inception. However, its toxic side effects are more. By drying the leaves of this plant of about one meter, we have been using it as an intoxicant for a long time. Since it is a plant of primitive times, it has easily become a part of the traditions of the primitive castes.There are mentions that the people of the Red Indian community of America used tobacco medicinally and ceremonially since ancient times. This plant, found in wild form, became so popular that soon people started cultivating it. The intoxication of tobacco has made people a strong habit of it. People started using it in many forms.

Tobacco has achieved a social status in India hence Tobacco has acquired a kind of social recognition in India. It has become a part of social, religious, and cultural customs especially in rural and tribal areas. India is among the first countries in the world in terms of both tobacco production and consumption. Unfortunately, most of the effects of tobacco are seen on low-income people and thus it is also directly linked to poverty, illness and premature deaths.

Anti-tobacco campaign is also taking place extensively in the country and media plays an important role in its strategy. It is believed that the messages presented through the media have a wide impact and motivate people to quit tobacco addiction. The present research paper analyzes the role of media in tobacco cessation in the context of tribal and tribal areas with the help of secondary data.