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Adolescents' impressions of antismoking media literacy education: Qualitative results from a randomized controlled trial

Primack, BA and Fine, D and Yang, CK and Wickett, D and Zickmund, S (2009) Adolescents' impressions of antismoking media literacy education: Qualitative results from a randomized controlled trial. Health Education Research, 24 (4). 608 - 621. ISSN 0268-1153

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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 antitobacco programming, integration of components of traditional programming may help media literacy programs achieve maximal efficacy. © The Author 2008. Published by Oxford University Press. All rights reserved.


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Item Type: Article
Status: Published
CreatorsEmailPitt UsernameORCID
Primack, BAbprimack@pitt.eduBPRIMACK
Fine, D
Yang, CK
Wickett, D
Zickmund, Sslz9@pitt.eduSLZ9
Centers: Other Centers, Institutes, Offices, or Units > Center for Research on Media, Technology, and Health
Date: 1 August 2009
Date Type: Publication
Journal or Publication Title: Health Education Research
Volume: 24
Number: 4
Page Range: 608 - 621
DOI or Unique Handle: 10.1093/her/cyn062
Schools and Programs: School of Medicine > Medicine
School of Medicine > Pediatrics
Refereed: Yes
ISSN: 0268-1153
MeSH Headings: Adolescent; Adolescent Behavior--psychology; Adolescent Psychology; Curriculum; Female; Health Education; Humans; Male; Mass Media; Program Evaluation; School Health Services--organization & administration; Smoking Cessation--psychology; Urban Population
Other ID: NLM PMC2706492
PubMed Central ID: PMC2706492
PubMed ID: 19052155
Date Deposited: 28 Jul 2014 17:52
Last Modified: 04 Feb 2019 15:56


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