Using Theory to Design Evaluations of Communication Campaigns: The Case of the National Youth Anti-Drug Media Campaign

Hornik, Robert; Yanovitzky, Itzhak

doi:10.1111/j.1468-2885.2003.tb00289.x

Cited by 180 publications

(156 citation statements)

References 20 publications

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“…The fact that active participation preferences did not predict Internet use one year later does not necessarily mean that Internet use is not influenced by the extent to which cancer patients prefer an active role in medical decision making. Scholars have noted that one of the methodological challenges involved in designing panel surveys is to adopt time lags which can adequately capture both media effects and media selectivity [44, 45]. If a longitudinal survey design does not match the expected time lag between a hypothesized cause and effect, researchers may come to an erroneous conclusion about causal effects.…”

Section: Discussionmentioning

confidence: 99%

Internet use leads cancer patients to be active health care consumers

Lee

Gray

Lewis

2010

Patient Education and Counseling

108

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Objective This study examines whether cancer patients' Internet use leads them to prefer a more active role in medical decision making and whether the effects of Internet use on active participation preferences vary according to patients’ education levels. Methods Randomly drawn sample (N = 2,013) from Pennsylvania Cancer Registry, comprised of breast, prostate, and colon cancer patients, completed mail surveys in the fall of 2006 (overall response rate = 64%). Of 2,013 baseline respondents, 85% agreed to participate in follow-up survey (N = 1,703). Of those who agreed, 76% (N = 1,293) completed follow-up surveys in the fall of 2007. Results Cancer patients’ Internet use for health information at wave one led them to want to be more active participants in medical decision making at wave two (β = .06, p < .05). This applied to all cancer patients regardless of their education levels. Conclusion Higher levels of Internet use among cancer patients may lead patients to want to be more actively involved in medical decision making. Practical Implications Considering the beneficial effects of patients' active participation in medical decision making, it will be worthwhile for health educators to recommend Internet use to cancer patients.

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Section: Discussionmentioning

confidence: 99%

Internet use leads cancer patients to be active health care consumers

Lee

Gray

Lewis

2010

Patient Education and Counseling

108

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“…However, recent studies (e.g., Hornik et al, 2001; Maxwell, 2002) have reported that some interpersonal communication networks, such as those of sensation-seeking adolescents, often encourage conversations about health-threatening behaviors (e.g. binge drinking, marijuana use).…”

Section: Discussionmentioning

confidence: 99%

“…Health communication campaigns may come before the interpersonal communication concerning the topic addressed by the campaigns. Communication campaigns artificially and strategically increase public information flow about a certain topic, and this increased information may facilitate interpersonal interactions about the campaign itself or the topic of the campaign (Hornik et al, 2001; Southwell & Yzer, 2007). This is particularly true when the topic of the campaign is not something that is often thought about or frequently talked about in our daily lives (e.g., the HPV vaccine).…”

Section: The Relationship Between Media Use and Interpersonal Communimentioning

confidence: 99%

The Interplay Between Media Use and Interpersonal Communication in the Context of Healthy Lifestyle Behaviors: Reinforcing or Substituting?

Lee

2009

Mass Communication and Society

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This study aims to explore how media use for health information and interpersonal health communication interact in the context of healthy lifestyle behaviors. This study hypothesizes that media use for health information and interpersonal health communication will serve as substitutes for one another. To test this hypothesis, this study uses a nationally representative survey of 2,107 civilian, noninstitutionalized adults in the United States. The results show that the associations between television use and Internet use and healthy lifestyle behaviors are enhanced among those who talk about health issues with their family and friends less frequently, which supports the substitution model. The implications that these findings have for future research are discussed.

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“…2 Many campaigns aim to directly affect individual recipients by invoking cognitive or emotional responses. Such programmes are intended to affect decision-making processes at the individual level.…”

Section: Direct and Indirect Methods To Affect Behaviour Changementioning

confidence: 99%

Use of mass media campaigns to change health behaviour

2010

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Mass media campaigns are widely used to expose high proportions of large populations to messages through routine uses of existing media, such as television, radio, and newspapers. Exposure to such messages is, therefore, generally passive. Such campaigns are frequently competing with factors, such as pervasive product marketing, powerful social norms, and behaviours driven by addiction or habit. In this Review we discuss the outcomes of mass media campaigns in the context of various health-risk behaviours (eg, use of tobacco, alcohol, and other drugs, heart disease risk factors, sex-related behaviours, road safety, cancer screening and prevention, child survival, and organ or blood donation). We conclude that mass media campaigns can produce positive changes or prevent negative changes in health-related behaviours across large populations. We assess what contributes to these outcomes, such as concurrent availability of required services and products, availability of community-based programmes, and policies that support behaviour change. Finally, we propose areas for improvement, such as investment in longer better-funded campaigns to achieve adequate population exposure to media messages.

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Using Theory to Design Evaluations of Communication Campaigns: The Case of the National Youth Anti-Drug Media Campaign

Cited by 180 publications

References 20 publications

Internet use leads cancer patients to be active health care consumers

Internet use leads cancer patients to be active health care consumers

The Interplay Between Media Use and Interpersonal Communication in the Context of Healthy Lifestyle Behaviors: Reinforcing or Substituting?

Use of mass media campaigns to change health behaviour

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