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A field study (627 children and 486 of their parents) tests the effects of family communication environment and parental mediation of television content on third-, sixth-, and ninth-graders' perceptions of the realism of television content and its similarity to real life and their identification with television characters. Interpersonal family communication helps children form real-world perceptions, which children intrapersonally compare with their perceptions of the television world better to assess realism. A mismatch between real-world and television-world perceptions diminishes perceptions of realism. Realism contributes to perceived similarity, which contributes to identification with television characters. Through active discussion of television content, the parent directly mediates perceptions of similarity, but not of realism.

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Students' use of alcohol-related social media-marketing content associates with their problem drinking. Results have implications for alcohol abuse reduction efforts targeted at college students and suggest the importance of considering social, cultural, and cognitive factors in campaign planning and design.

OBJECTIVES Media Detective is a 10-lesson elementary school substance use prevention program developed on the basis of the message interpretation processing model designed to increase children’s critical thinking skills about media messages and reduce intent to use tobacco and alcohol products. The purpose of this study was to conduct a short-term, randomized, controlled trial to evaluate the effectiveness of Media Detective for achieving these goals. METHODS Elementary schools were randomly assigned to conditions to either receive the Media Detective program (n = 344) or serve in a waiting list control group (n = 335). RESULTS Boys in the Media Detective group reported significantly less interest in alcohol-branded merchandise than boys in the control group. Also, students who were in the Media Detective group and had used alcohol or tobacco in the past reported significantly less intention to use and more self-efficacy to refuse substances than students who were in the control group and had previously used alcohol or tobacco. CONCLUSIONS This evaluation provides evidence that Media Detective can be effective for substance use prevention in elementary school–aged children. Notably, media-related cognitions about alcohol and tobacco products are malleable and relevant to the development and maintenance of substance use behaviors during late childhood. The findings from this study suggest that media literacy– based interventions may serve as both a universal and a targeted prevention program that has potential for assisting elementary school children in making healthier, more informed decisions about use of alcohol and tobacco products.