Mass Media and Drug Prevention: Classic and Contemporary Theories and Research
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The contributors to this volume on the media's role in reducing drug use among adolescents are academics, graduate students, and individuals working in the public sector whose specialties are communications, psychology, or public policy. The papers present theoretical approaches and the findings from studies that concern the effectiveness of mass-media persuasion and the behavior of the target audience. Individual topics include the use in communication of the theory of reasoned action, the individual difference variable of sensation seeking, the effects of attitudinal ambivalence on susceptibility to attitude change and persistence, and theories of prevention research. Annotation © Book News, Inc., Portland, OR
ForewordPrefacePt. IIntroduction, Early Theories, and ResearchCh. 1Introduction3Ch. 2The Evolution of Mass Media and Health Persuasion Models19Ch. 3Promising Strategies for Media Health Campaigns35Pt. IIContemporary Theories and ResearchCh. 4Using Interactive Media Tools to Test Substance Abuse Prevention Messages67Ch. 5The Role of Theory of Developing Effective Anti-drug Public Service Announcements89Ch. 6Attention, Persuasive Communication, and Prevention119Ch. 7Sex, Drugs, and Attitudinal Ambivalence: How Feelings of Evaluative Tension Influence Alcohol Use and Safe Sex Behaviors145Ch. 8Expectancy Theory Approaches to Prevention: Violating Adolescent Expectations to Increase the Effectiveness of Public Service Announcements163Ch. 9Intermediate Outcomes from a Life Skills Education Program with a Media Literacy Component187Pt. IIISumming UpCh. 10High-potential Mediators of Drug-Abuse Prevention Program Effects215Ch. 11A Meta-analysis of the Effectiveness of Mass-Communication for Changing Substance-use Knowledge, Attitudes, and Behavior231Ch. 12The Media and Drug Prevention Programs259About the Authors279Author Index289Subject Index299
