Mass media and drug prevention : classic and contemporary theories and research / edited by William D. Crano, Michael Burgoon.

Format:

Book

Conference/Event

Contributor:

Crano, William D., 1942-

Burgoon, Michael.

Conference Name:

Claremont Symposium on Applied Social Psychology.

Language:

English

Subjects (All):

Drugs and mass media--United States.

Drugs and mass media.

Drug abuse--United States--Prevention.

Drug abuse.

United States.

Physical Description:

xiv, 303 pages : illustrations ; 24 cm

Place of Publication:

Mahwah, N.J. : L. Erlbaum, 2002.

Summary:

This book tells the story of the mass media's potential in the war against drug abuse. The book is based on scientific evidence gathered from the early 1920s to the present on the use of media in health promotion and disease prevention. Past approaches -- successes and failures alike -- are included to help enlighten future programs of research and practice. Advice about the logical steps that must be taken to help alleviate the crisis of drug abuse is featured throughout. The idea for this book began when the Office of National Drug Control Policy (ONDCP) launched the National Youth Anti-Drug Media Campaign -- one of the most ambitious social intervention programs and most expensive drug-abuse prevention efforts ever undertaken. The program involves the use of the mass media to inform children and their parents about the dangers of drug abuse and to facilitate their rejection of illicit drugs. Dr. Alan Leshner, Director of the National Institute on Drug Abuse, sets the stage for and situates the content of the book historically and scientifically. Part I reviews the early history of mass media theory and provides details on the regularities found in media influence research. Approaches and variables that work, and those that don't work, are described. Part II features promising theoretical approaches and the research that has given rise to their optimistic evaluations. It highlights the media that can succeed in motivating healthy behavior as well as the many pitfalls to avoid. Part III contains chapters that consider the methods available to evaluate mass-mediated persuasion, and that quantitatively summarize the research results in the field. The final chapter presents an evaluation of scientists' use of the media from the standpoint of media professionals. The book will appeal to social scientists interested in persuasion and the media and/or learning about the media's potential in the war on drugs. Each chapter offers information to help the conscientious practitioner maximize the persuasive effects of a mass-mediated presentation.

Contents:

Part I Introduction, Early Theories, and Research

Chapter 2 The Evolution of Mass Media and Health Persuasion Models / Ellen A. Wartella, Patricia A. Stout 19

Chapter 3 Promising Strategies for Media Health Campaigns / Charles Atkin 35

Part II Contemporary Theories and Research

Chapter 4 Using Interactive Media Tools to Test Substance Abuse Prevention Messages / Michael Burgoon, Eusebio M Alvaro, Katherine Broneck, Claude Miller, Joseph R. Grandpre, John R. Hall, Cynthia A. Frank 67

Chapter 5 The Role of Theory in Developing Effective Antidrug Public Service Announcements / Martin Fishbein, Joseph Cappella, Robert Hornik, Sarah Sayeed, Marco Yzer, R. Kirkland Ahern 89

Chapter 6 Attention, Persuasive Communication, and Prevention / Lewis Donohew, Philip Palmgreen, Elizabeth Lorch, Rick Zimmerman, Nancy Harrington 119

Chapter 7 Sex, Drugs, and Attitudinal Ambivalence: How Feelings of Evaluative Tension Influence Alcohol Use and Safe Sex Behaviors / Joseph R. Priester 145

Chapter 8 Expectancy Theory Approaches to Prevention: Violating Adolescent Expectations to Increase the Effectiveness of Public Service Announcements / Jason T. Siegel, Judee K. Burgoon 163

Chapter 9 Intermediate Outcomes from a Life Skills Education Program with a Media Literacy Component / Marvin Eisen 187

Chapter 10 High-potential Mediators of Drug-Abuse Prevention Program Effects / Stewart I. Donaldson 215

Chapter 11 A Meta-analysis of the Effectiveness of Mass-Communication for Changing Substance-use Knowledge, Attitudes, and Behavior / James H. Derzon, Mark W. Lipsey 231

Chapter 12 The Media and Drug Prevention Programs / Gary W. Selnow 259.

Notes:

"The Claremont Symposium on Applied Social Psychology."

Includes bibliographical references and indexes.

ISBN:

080583477X

0805834788

OCLC:

47161648