['life.', 'The', 'main', 'value', 'is', 'the', 'prize', 'of', 'personal', 'choice', 'and', 'individual', 'freedom.', 'Personal', 'threat', 'enutewtylatton)', 'where', 'smokers', 'perceive', 'the', 'discrimination', 'that', 'affects', 'them', 'because', 'of', 'the', 'strength', 'of', 'nonsmoker', 'activists.', 'This', 'motivates', 'them', 'toward', 'self-interest', 'and', 'i', 'defence', 'of', 'their', 'perceived', 'life-style.', 'Undermining', 'the', 'opposition', '(pre-action)', 'where', 'the', 'smokers’', 'rights', 'advocates', 'attempt', 'to', 'refute', 'scientific', 'eviderice', 'about', 'the', 'dangers', 'of', 'smoking', 'and', 'sécond-hand', 'smoke.', 'In', 'addition', '©', 'the', 'smoking', 'advocates', 'indulge‘in', 'efforts', 'to', 'discredit', 'the', 'anti-smoking', 'movement', 'by', 'name-', 'US', 'calling', 'and', 'ridicule,', 'among', 'other', 'underniining', 'activities.', 'Creating', 'legitimacy', '(maintenance)', 'where', 'the', 'industry', 'tries', 'to', 'create', 'positive', 'association', 'with', 'smoking', 'and’', 'smokers', '‘and', '“to', 'create', '‘an', 'image', '‘of', 'the”', 'industry', 'that', 'is', 'positive', 'and’', 'forthcoming.', 'Social:', 'and', 'political', 'action', '(action)', 'where', 'smokers', 'mobilize', 'individually', 'and', 'in', 'groups', 'to', 'oppose', 'both', 'the', 'isolation', 'they', 'experience', 'in', 'society', 'and', 'the', 'legal', 'and', 'political', 'actions', 'Saat', 'are', 'enforced', 'locally,', 'state-wide', 'and', 'nationally', 'to', 'curb', 'tobacco', 'use.', 'For', 'example,', '"Please', 'contact', 'your', 'representative', 'to', 'let', 'him', 'or', 'her', 'know', 'how', 'you', 'feel', 'about', 'excise', 'taxes"', 'was', 'coded', 'as', 'one', 'mention', 'in', 'the', '"political', 'and', 'social', 'action”', 'category.', 'Likewise,', 'a', 'general', 'interest', 'article', 'on', 'the', 'spotted', 'owl', 'or', 'wind', 'surfing,', 'encouraged', 'the', 'reader', 'to', 'view', 'the', 'tobacco', 'industry', 'as', 'ecology', 'and', 'sports', 'minded.', 'The', 'whole', 'article', 'was', 'coded', 'as', 'one', 'mention', 'in', 'the', '"creating', 'legitimacy"', 'category.', 'It', 'is', 'easiest', 'to', 'illustrate', 'these', 'categories', 'with', 'some', 'preliminary', 'results:', 'Individual', 'rights:', 'With', 'the', 'exception', 'of', '1987,', 'the', 'majority', 'of', 'mentions', 'in', 'this', 'category', 'focused', 'on', 'issues', 'related', 'to', 'freedom,', 'rights,', 'liberty,', 'the', 'U.S.', 'constitution', 'and', 'the', 'paternalistic/exploitative/controlling', 'nature', 'of', 'government.', 'A', 'smaller', 'sub-category', 'which', 'increased', 'after', '1990', 'included', 'issues', 'such', 'as', 'social', 'control,', 'government', 'coercion,', '"big', 'brotherism”', 'and', 'other', 'images', 'that', 'portray', 'smoking', 'restriction', 'as', 'only', 'the', 'beginning', 'of', 'a', '"slippery', 'slope"', 'that', 'will', 'eventually', 'lead', 'to', 'complete', 'government', 'intrusion', 'in', 'our', 'personal', 'lives.', '"Courtesy', 'and', 'common', 'sense”', 'were', 'repeatedly', 'mentioned', 'as', 'the', 'sane', 'alternative', 'to', 'government', 'intrusion.', 'Accommodation', 'was', 'consistently', 'mentioned', 'as', 'a', 'solution', 'to', 'smoker/nonsmoker', 'differences,', 'and', 'by', '1990', 'and', '1992', 'publications', 'showed', 'a', 'dramatic', 'increase', 'in', 'the', 'intensity', 'of', 'this', 'language.', 'Societal', 'ideals', 'such', 'as', '"tolerance,"', '"respect', 'for', 'others,"', '"peaceful', 'coexistence,"', 'and', '"good', 'will"', 'proliferated.', 'Perceived', 'threat:', 'In', '1987,', '1988,', 'and', '1989,', 'mentions', 'focused', 'exclusively', 'on', 'work', 'place', 'treatment,', 'unfair', 'social', 'treatment', '(e-g.,', 'harassment,', 'intimidation,', 'ridicule,', 'hostility),', 'and', 'unequal', 'taxation.', 'However,', 'starting', 'in', '1990', 'mentions', 'not', 'only', 'began', 'to', 'in', 'increase', 'in', 'intensity', 'but', 'also', 'in', 'variety.', 'In', '1990', 'the', 'unfair', 'burden', 'of', 'taxation', 'was', 'the', 'major', 'focus', 'of', 'mentions', 'in', 'this', 'category,', 'followed', 'by', 'job', 'discrimination,', '(mostly', 'control', 'over', 'on-the-job', 'behavior,', 'unfair', 'social', 'treatment,', 'and', 'other', 'unfair', 'restrictions.', 'Editors', 'began', 'to', 'request', 'personal', 'stories', 'from', 'smokers', 'for', 'their', 'discriminatory', 'experiences.', 'There', 'was', 'an', 'increased', 'use', 'of', 'personal', 'anecdotes', 'about', 'unfair', 'treatment', 'of', 'smokers.', 'In', '1991,', 'mentions', 'about', 'taxation', 'dropped', 'off', 'dramatically', 'but', 'job', 'discrimination', 'and', 'unfair', 'social', 'treatment', 'remained', 'prominent.', 'By', '1992,', 'unfair', 'social', 'treatment', 'was', 'dominant', 'as', 'a', 'theme.', 'Attempts', 'to', 'personalize', 'the', 'tobacco', 'issues', 'were', 'relatively', 'rare,', 'but', 'still', 'important.', 'Personal', '"horror', 'stories"', 'are', 'impactful', 'and', 'dramatic.', 'Others', 'identify', 'with', 'smokers’', 'who', 'have', 'been', 'discriminated', 'against,', 'or', 'patients', 'who', 'are', 'sent', 'outside', 'a', 'hospital', 'in', 'the', 'dead', 'of', 'winter', 'to', 'smoke,', 'of', 'tobacco', 'growers', 'who', 'describe', 'the', 'threat', 'to', 'their', 'livelihood', 'by', 'tobacco', 'cut-backs.', 'While', 'we', 'found', 'relatively', 'few', 'mentions,', 'they', 'were', 'longer', 'in', 'length,', 'often', 'consisting', 'of', 'an', 'entire', 'article,', 'page', 'Page', '43']