Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

'Media Detective' Tool Empowers Children to Skirt Alcohol and Tobacco Marketing Messages

24.08.2010
Playing “media detective” allows children to understand the intentions of marketers and the goals of advertising while empowering them to resist messages that encourage alcohol or tobacco use.

A study published in the current journal Pediatrics shows that teaching children as early as third grade to be more skeptical of media messages can help prevent substance use.

The study, based on the research of Erica Weintraub Austin, director of the Murrow Center for Media and Health Promotion at Washington State University, reveals that a brief, two-week course boosted the critical thinking skills of third through fifth graders and reduced their intentions to use alcohol and tobacco while increasing their belief that they will be able to resist them.

“We underestimate the extent to which young children internalize advertising messages,” Austin said. “This can affect their consumer decisions later on. For example, children who associate tobacco use with popularity and independence may want to use tobacco when the opportunity arises.

“Message designers put a lot of proprietary research into making their messages appealing to young people, and children need to understand early on that messages are not always developed with their best interests in mind. This means children must and can learn to discount appeals to their emotions.”

According to the research of Austin and colleagues, people internalize or reject media messages through a process that is partly logical and partly emotional. Teaching children to recognize that message makers want them to react with their emotions can help them react more logically instead.

The study was conducted by Innovation Research Training, Inc, based in North Carolina. Elementary schools were randomly assigned to receive the “Media Detective” program or to serve in a control group. The 344 children who had the Media Detective lessons showed less interest in alcohol-branded merchandise than the 335 in the control group. Also, students in the Media Detective group who had used alcohol or tobacco in the past reported significantly less intention to use and a greater ability to refuse substances than similar students who were in the control group. The lessons especially helped boys.

Previous research by Austin and the team of researchers in The Edward R. Murrow College of Communication’s Center for Media & Health Promotion have shown that media literacy can serve as a valuable tool for preventing substance use, for teaching sex education, and for getting young people interested in public affairs and voting. Most previous work has been done with adolescents, however, and the study in “Pediatrics” is among the first to verify that teaching younger children can be useful as well.

Austin says, “Media literacy has the potential to help reduce health disparities in the future, because individuals who need it the most seem to benefit the most. We think that is quite exciting.”

The study, “Media Literacy Education for Elementary School Substance Use Prevention: Study of Media Detective,” by Janis Beth Kupersmidt, Tracy Marie Scull and Erica Weintraub Austin, appears in the issue of “Pediatrics” published on Aug. 23.

Mary Hawkins | EurekAlert!
Further information:
http://www.wsu.edu

More articles from Studies and Analyses:

nachricht Smart Data Transformation – Surfing the Big Wave
02.12.2016 | Fraunhofer-Institut für Angewandte Informationstechnik FIT

nachricht Climate change could outpace EPA Lake Champlain protections
18.11.2016 | University of Vermont

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Shape matters when light meets atom

Mapping the interaction of a single atom with a single photon may inform design of quantum devices

Have you ever wondered how you see the world? Vision is about photons of light, which are packets of energy, interacting with the atoms or molecules in what...

Im Focus: Novel silicon etching technique crafts 3-D gradient refractive index micro-optics

A multi-institutional research collaboration has created a novel approach for fabricating three-dimensional micro-optics through the shape-defined formation of porous silicon (PSi), with broad impacts in integrated optoelectronics, imaging, and photovoltaics.

Working with colleagues at Stanford and The Dow Chemical Company, researchers at the University of Illinois at Urbana-Champaign fabricated 3-D birefringent...

Im Focus: Quantum Particles Form Droplets

In experiments with magnetic atoms conducted at extremely low temperatures, scientists have demonstrated a unique phase of matter: The atoms form a new type of quantum liquid or quantum droplet state. These so called quantum droplets may preserve their form in absence of external confinement because of quantum effects. The joint team of experimental physicists from Innsbruck and theoretical physicists from Hannover report on their findings in the journal Physical Review X.

“Our Quantum droplets are in the gas phase but they still drop like a rock,” explains experimental physicist Francesca Ferlaino when talking about the...

Im Focus: MADMAX: Max Planck Institute for Physics takes up axion research

The Max Planck Institute for Physics (MPP) is opening up a new research field. A workshop from November 21 - 22, 2016 will mark the start of activities for an innovative axion experiment. Axions are still only purely hypothetical particles. Their detection could solve two fundamental problems in particle physics: What dark matter consists of and why it has not yet been possible to directly observe a CP violation for the strong interaction.

The “MADMAX” project is the MPP’s commitment to axion research. Axions are so far only a theoretical prediction and are difficult to detect: on the one hand,...

Im Focus: Molecules change shape when wet

Broadband rotational spectroscopy unravels structural reshaping of isolated molecules in the gas phase to accommodate water

In two recent publications in the Journal of Chemical Physics and in the Journal of Physical Chemistry Letters, researchers around Melanie Schnell from the Max...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

ICTM Conference 2017: Production technology for turbomachine manufacturing of the future

16.11.2016 | Event News

Innovation Day Laser Technology – Laser Additive Manufacturing

01.11.2016 | Event News

#IC2S2: When Social Science meets Computer Science - GESIS will host the IC2S2 conference 2017

14.10.2016 | Event News

 
Latest News

IHP presents the fastest silicon-based transistor in the world

05.12.2016 | Power and Electrical Engineering

InLight study: insights into chemical processes using light

05.12.2016 | Materials Sciences

High-precision magnetic field sensing

05.12.2016 | Power and Electrical Engineering

VideoLinks
B2B-VideoLinks
More VideoLinks >>>