Changing Social Norms: A Mass Media Campaign for Youth Ages 12–18
نویسندگان
چکیده
منابع مشابه
Mass Media, Social Norms, and Health Promotion Efforts
This study examines the validity of a norm-reinforcement approach as a complementary model to direct media effects on health behavior change. Focusing on news coverage effects on youth binge drinking between 1978 and 1996, it was hypothesized that the media may have contributed to the reduction in this behavior by increasing perceptions of social disapproval.The predictive power of this approac...
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This research evaluated the efficacy of a high-intensity social norms media marketing campaign aimed at correcting normative misperceptions and reducing the prevalence of drinking and driving among 21-to-34-year-olds in Montana. A quasi-experimental design was used, such that regions of Montana were assigned to one of three experimental groups: social norms media marketing campaign, buffer, and...
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When examining young people’s experience of social media, it is useful to extend the notion of social media to appreciate not only the antecedents of some current youth online practices, but also the development of research concepts and frameworks related to this topic. For many researchers and media commentators the term social media refers principally, and narrowly, to the more communication ...
متن کاملDone 4: analysis of a failed social norms marketing campaign.
College students commonly believe their peers engage in higher levels of dangerous drinking than is actually the case. Social norms marketing campaigns attempt to correct these misperceptions, decrease the perceived normative pressure to drink, and thereby drive down high-risk alcohol consumption. In this case study, we critically examined "Done 4," an unsuccessful social norms marketing campai...
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ژورنال
عنوان ژورنال: Canadian Journal of Public Health
سال: 2009
ISSN: 0008-4263,1920-7476
DOI: 10.1007/bf03405491