Abstract
The study presents a linguistic and discourse analysis of a selected corpus of media texts concerning the communication of new tobacco products with focus on heated tobacco products (IQOS, glo). The analysis shows how the products are signified in the media (if, for example, journalists discriminate the products with heated tobacco and e-cigarettes), how labelling in the media can influence perception of the products by public, and if (and how) the marketing discourse is reflected in the media communication.
The data were analysed with Prospéro, a quantitative-qualitative program for linguistic analysis. The results show that the media discourse concerning HTPs is widely influenced by marketing communication strategies and framed as a part of healthy, attractive lifestyle, with connotations of healthier option, health and personal benefits 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 behavior risks are almost absent in the media discourse.