Adolescents' impressions of antismoking media literacy education: qualitative results from a randomized controlled trial.
Although media literacy represents an innovative venue for school-based antismoking programming, studies have not systematically compared student impressions of these and traditional programs. This study utilized data from a randomized trial comparing these two types of programs. After each program, students responded to three open-ended questions related to their assigned curriculum. Two coders, blinded to student assignments, independently coded these data. Coders had strong inter-rater agreement (kappa = 0.77). Our primary measures were spontaneously noted overall assessment, enjoyment/interest and the likelihood of changing smoking behavior. Of the 531 participants, 255 (48.0%) were randomized to the intervention (media literacy) group. Intervention participants had more net positive responses [rate ratio (RR) = 1.27, 95% confidence interval (CI) = 1.05, 1.54], more responses rating the program as compelling (RR = 1.63, 95% CI = 1.16, 2.29) and fewer responses rating the program as non-compelling (RR = 0.62, 95% CI = 0.39, 0.97). However, the intervention group was not more likely to suggest that the curriculum was likely to change behavior positively (RR = 0.57, 95% CI = 0.30, 1.06). Findings suggest that although media literacy provides a compelling format for the delivery of anti-tobacco programming, integration of components of traditional programming may help media literacy programs achieve maximal efficacy.
Primack
Brian A
BA
Department of Medicine, University of Pittsburgh School of Medicine, Pittsburgh, PA 15213, USA. bprimack@pitt.edu
Fine
Danielle
D
Yang
Christopher K
CK
Wickett
Dustin
D
Zickmund
Susan
S
D000293:Adolescent; D000294:Adolescent Behavior / Q000523:psychology*; D003479:Curriculum; D005260:Female; D006266:Health Education; D006801:Humans; D008297:Male; D008402:Mass Media; D015397:Program Evaluation; D000297:Psychology, Adolescent; D012572:School Health Services / Q000458:organization & administration*; D016540:Smoking Cessation / Q000523:psychology*; D014505:Urban Population