About the project

This project aimed to use framing theory to critically analyse corporate communication materials from a leading international tobacco company, Philip Morris International, and identify the prevailing themes used to challenge Australia’s existing e-cigarette regulations and garner public support for broader access to nicotine-containing e-cigarette products.

This project aimed to answer the following questions:

1. What are the key frames and associated themes found in media releases, press and information packs, reports, inquiry submissions and transcripts, and social media posts issued by Philip Morris International between January 2018 and July 2019?

2. How does Philip Morris International use these key frames in its attempt to influence public perception and Australian e-cigarette policy?