On the need for a life-span approach to health campaign evaluation.
Campaign evaluation researchers should investigate age not just as an audience segmentation variable but also as a potentially valuable moderator of measure validity and campaign effects. Although researchers interested in physician-patient interaction and family communication have long considered aging dynamics, media campaign evaluation research has insufficiently addressed changes over the life span. In this article, I summarize some examples illustrating the importance of such work and propose additional theoretical possibilities.
Southwell
Brian G
BG
School of Journalism and Mass Communication, University of Minnesota, Minneapolis, MN 55455, USA. south026@umn.edu
D006293:Health Promotion; D006801:Humans; D008017:Life Expectancy; D015397:Program Evaluation / Q000379:methods*; D014481:United States