Final answer:
Media has played a significant role in changing attitudes towards smoking, from minimal effects in the early 20th century to a shaping force with the cultivation theory. The negative framing of smoking and public health campaigns have contributed to societal shifts against tobacco use.
Step-by-step explanation:
The role of media in changing attitudes towards smoking can be summarized as a significant influence over public perceptions and behaviors regarding tobacco use. Initially, as evidenced by the minimal effects theory from the 1930s and 1940s, it was believed that media had little impact on changing opinions or habits. However, as the cultivation theory suggests, media's persistent presentation of smoking's health risks has over time shaped societal norms and the public's view of smoking.
Despite some resistance from the tobacco industry, as indicated by the counter-reform efforts and misleading information presented during the 1970s, the persistent flow of epidemiological studies and public health campaigns in media have exposed the dangers of smoking.
The power of media framing has also played a role; by framing smoking negatively, it has helped shift public perception to view smoking as a serious health issue. Furthermore, advertisers' reluctance to associate their products with negative imagery has decreased the prevalence of tobacco use in adverts, further supporting the stance against smoking.
This transformative role of media is complemented by the hypodermic theory, suggesting that media could directly affect attitudes, and the cultivation theory, which proposes that media shapes societal norms. The changing landscape of media, particularly with the rise of the Internet and social media, has increased the avenues through which anti-smoking messages are disseminated, further contributing to shifting attitudes towards smoking.