Document Detail

Embedded anti-alcohol messages on commercial television: what teenagers perceive.
MedLine Citation:
PMID:  8934295     Owner:  NLM     Status:  MEDLINE    
PURPOSE: Educators and producers should take advantage of television's potential for reaching audiences with health-related messages. This paper investigates adolescents' perceptions of an anti-alcohol message embedded in commercial television programming. METHODS: Over 900 8th and 9th graders from New York suburbs completed surveys measuring interest, knowledge, and credibility of either an episode of The Cosby Show or Family Matters. Both episodes had an anti-alcohol message embedded within their plots. RESULTS: Overall, students gave high rates of interest and credibility and received high scores for knowledge for both episodes. Girls and African-American students had higher scores, on average, for interest and credibility. White students had the highest knowledge scores. Students with different television viewing experiences did not differ in their perceptions of the episodes; however, students who had previously seen the episodes gave higher levels of interest and credibility. CONCLUSION: These data indicate that youngsters are receptive to antialcohol messages within commercial television episodes. The results also suggest that similarities and differences between a viewer and a televised character relate to differences in perception. However, much more research should be done in order to generalize these findings to other audiences, episodes, programs, and health-related messages.
D L Borzekowski
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Publication Detail:
Type:  Journal Article; Research Support, U.S. Gov't, P.H.S.    
Journal Detail:
Title:  The Journal of adolescent health : official publication of the Society for Adolescent Medicine     Volume:  19     ISSN:  1054-139X     ISO Abbreviation:  J Adolesc Health     Publication Date:  1996 Nov 
Date Detail:
Created Date:  1997-02-21     Completed Date:  1997-02-21     Revised Date:  2007-11-14    
Medline Journal Info:
Nlm Unique ID:  9102136     Medline TA:  J Adolesc Health     Country:  UNITED STATES    
Other Details:
Languages:  eng     Pagination:  345-52     Citation Subset:  IM    
Department of Human Development and Psychology, Harvard Graduate School of Education, Cambridge, Massachusetts, USA.
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MeSH Terms
Adolescent Psychology*
Alcohol Drinking / prevention & control*
Attitude to Health*
Health Education*
Health Knowledge, Attitudes, Practice
Students / psychology*
Grant Support
1 F31 AA05391-01/AA/NIAAA NIH HHS

From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine

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