In contrast to mass media, which established a kind of global public opinion, interactive media seems to support the development of Teiloeffentlichkeiten (“partial publics”), which are discourses characterised by context-specific argumentation strategies and special themes. We assume that interactive electronic media will not substitute for the traditional mass media, but will be useful for pre...

OBJECTIVE One aim of the anti-tobacco mass media campaigns in NSW is to increase the numbers of smokers calling the Quitline to seek assistance to quit. METHODS Investigation of the relationship between the weight of television advertising (Target Audience Rating Points: TARPs) and number of calls to the Quitline. RESULTS There is a high correlation between weekly Quitline calls and TARPs. ...