Variables Affecting Youth Awareness of Anti-Tobacco Media Messages

Factors affecting youth awareness of anti tobacco media messages
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´╗┐Variables Affecting Youth Awareness of Anti-Tobacco Media Messages Komal Kochhar, M.B.B.S., M.H.A. Terrell W. Zollinger, Dr.P.H. Robert M. Saywell, Jr., Ph.D., M.P.H.

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Background & Rationale Mass media hostile to smoking effort are a promising and exorbitant instrument for wellbeing advancement. Their plan has been guided basically by center gatherings. Logical research is constrained in regards to what variables affect mindfulness and viability of media battles.

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The Indiana Anti-tobacco Media Campaign Indiana Tobacco Prevention and Cessation Agency started a media crusade in 2002. $8 million planned for the initial 2 years Television, radio, print and announcement media scenes Baseline information utilized for this study.

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Venue TV Mediating Factors Confounding Factors Aware Duration Intensity Radio Message Theme - Emotion Print Billboards Not Aware

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Research Aims To distinguish interceding and puzzling elements that are connected with young people's consciousness of hostile to smoking messages in the broad communications. To assess whether such components differ by media scene. - Television -Print Media - Radio -Billboards

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Methods Telephone study was led in 2001. Agent test of Indiana adolescents (n=610) Stratified by age, sex, race, and geological area. Weighted to permit substantial and dependable deductions to be made to the state's childhood populace.

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Methods (Continued) Analysis was directed utilizing SPSS 11.5. To quantify the relationship between media mindfulness for every media setting and various factors (information, conviction, smoking conduct, and demographic qualities). Utilizing the chi-square trial of freedom.

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Methods (Continued) Instrument measured different tobacco related angles (created with a media master): Anti-smoking media mindfulness Demographics Tobacco-related learning Tobacco-related states of mind/convictions Smoking conduct/vulnerability

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Survey Approach Conducted by the IU Public Opinion Laboratory. Phone numbers chose with high likelihood of having youth living at home. Questioners initially acquired consent from a parent/watchman before meeting the youthful. Standard directions given to both the parent/gatekeeper and the focused on youth.

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Outcome Variable: Awareness During the previous 30 days, what number of plugs have you seen/caught wind of NOT smoking cigarettes? Approached independently for every media scene: TV radio, print media bulletins Responses dichotomized to none or a few.

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Results: Awareness

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Ad Think? Did this publicizing make you consider regardless of whether you ought to smoke? Very nearly three-fourths of the respondents concurred that the messages made them think about regardless of whether to smoke.

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Results: Demographics Awareness of hostile to smoking messages among the young: Differed altogether by : Age amass: 15-17 years, race and, parental instruction No critical affiliation found in the Age bunch :12-14 years sexual orientation

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Results: Demographics Youth in the 15-17 years age gathering were less mindful of the messages on announcements . White, non-Hispanic youth were more mindful of messages on the print media and on announcements . Youth with one or both guardians who have advanced education were more mindful of messages on the radio .

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Results: Knowledge 14 things : 11 things were concur or differ 9 demonstrated no huge affiliation Range of right reactions: 80.6%-100.0% 2 varied altogether 3 things were authentic explanations with no critical affiliation Range of right reactions: 15.6%-40.6%

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Results: Knowledge Those mindful of messages on the TV and radio all the more frequently concurred that individuals are influenced by the expenses of tobacco-related issues. Respondents mindful of messages on the TV all the more frequently concurred that tobacco is as addictive as different medications, for example, heroin and cocaine .

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Results: Attitudes/Beliefs 18 things under 4 general classes : Industry control Autonomy Social standards General presentation 10 things demonstrated no critical affiliation Range of right reactions: 77.1 % - 100.0% 8 things contrasted fundamentally

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Results: Attitudes/Beliefs Industry Manipulation: Youth who knew about messages on the TV all the more regularly trusted that tobacco promotions affected youth to smoke . Youth who knew about messages on the radio were less inclined to go to occasions, similar to shows and wearing occasions, regardless of the possibility that they were supported by tobacco organizations.

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Results: Attitudes/Beliefs Autonomy: Youth who knew about messages on the radio will probably say they could undoubtedly deny cigarettes, if advertised. Youth who knew about messages on the radio will probably partake in group exercises against tobacco utilize.

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Results: Attitudes/Beliefs General Exposure: Youth who knew about radio messages all the more regularly concurred that presentation to second-hand smoke is a difficult issue. Youth who knew about radio messages all the more regularly concurred that tobacco use by youngsters is a significant issue.

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Results: Attitudes/Beliefs Youth who knew about messages on TV were more averse to concur that smoking makes youngsters look cool. Youth who knew about messages on TV were more averse to concur that smoking makes youngsters more well known.

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Results: Smoking Behavior 8 things: 5 things demonstrated no huge affiliation 3 things varied altogether Non-clients were more mindful of hostile to tobacco messages.

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Results: Smoking Behavior Youth who had NEVER attempted cigarette smoking were more mindful of the counter smoking messages on announcements . Youth who had NOT smoked stogies amid the previous 30 days, demonstrated they were more mindful of the counter smoking messages on bulletins than the individuals who had utilized tobacco items.

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Results: Smoking Behavior Youth who had NOT smoked biting tobacco in the previous 30 days, demonstrated they were more mindful of the counter smoking messages on TV than the individuals who had utilized tobacco items.

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Interpretation Cautions Recalled introduction versus genuine introduction. Mindfulness does not generally level with adequacy.

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Summary Most youth knew about the TV media messages and 66% knew about messages in other media scenes. Most youth concurred that the media messages made them consider regardless of whether they ought to smoke. Non-clients were more mindful of hostile to smoking messages.

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Summary Only a couple of demographic attributes and convictions were fundamentally identified with the level of message mindfulness, contingent upon the media setting. The adolescent were by and large entirely educated and held solid hostile to smoking/against tobacco convictions.

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Conclusions Media messages did not appear to greatly affect learning or convictions of youth, in spite of the fact that the messages made them consider regardless of whether they ought to smoke. Extra accomplishment from media battles to avert tobacco use in youth may require a focused on approach towards particular sub-populace bunches (like race and instruction status of guardians).

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