Anti-Tobacco Discourse on Internet: Frames Indentification

The study presents the framing analysis of anti-smoking discourse in Internet in context of qualitative changes in communication processes, which have been caused by the introduction of the Federal Law N 15 "On protection of the health of citizens from exposure to environmental tobacco smoke and the consequences of tobacco use." The features of the efficiency and the perception of anti-smoking messages by consumers are defined by frames, which are placed in the messages that affect the anti-tobacco user intents. The rhetoric of the Russian anti-smoking policy in Russia exists within the loss frame, pointing to the potential risks and threats. These measures lead to the lack of the response from users and the formation of constructive dialogue. The study reveals the two types of frames in anti-tobacco messages and anti-smoking discourse in order to determine their transformation and explore the perception of anti-smoking messages.