Learning Objectives: Understand how to demonstrate the effectiveness of media literacy as a health campaign strategy.
Abstract:
Problem/Objective:
The goal was to determine the potential for media literacy to serve as a useful strategy for tobacco prevention efforts.
Method:
A pretest/postest experiment using a Solomon Four-Group design is used to evaluate the effectiveness of a media literacy curriculum used throughout the state of Washington in 2002. The design is based on the results from a pilot study run implemented during the summer of 2001. A purposively selected sample (N=119) participated in the pilot study at multiple sites in Western Washington. The evaluation was based on a process model of decision making known as the Message Interpretation Process Model and related decision-making variables of concern to the American Legacy Foundation.
RESULTS:
The media literacy intervention resulted in increases in participants' levels of empowerment, increases in their awareness of Teens Against Tobacco Use program, an increase in one aspect of skepticism, an increase in knowledge and a decrease in the perceived normativeness of tobacco use.
Discussion:
The results from the pilot study indicated that media literacy is a promising avenue for tobacco prevention efforts. The results for these process measures suggest that the benefits of a media literacy approach may reach well beyond tobacco use prevention to other decision-making situations. The proposed poster presents the results from the state-wide campaign taking place in 2002.
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