ABSTRACTS

Volume 10, Number 8
December 2005

Vol. 10, Number 8: Contents | Abstracts

The Application of Youth Substance Use Media Campaigns to Problem Gambling: A Critical Evaluation
    Andrea M. Byrne A1, Laurie Dickson A2, Jeffrey L. Derevensky A2, Rina Gupta A2, Isabelle Lussier A2

A1 University of Ottawa, Ottawa, Canada
A2 McGill University, Montreal, Canada

Despite the negative impact that problem gambling poses on individuals and society there have been few gambling prevention campaigns specifically targeting youth. The authors review the literature on past and current drug, alcohol, and tobacco use prevention media campaigns, examining the similarities across 25 health communication programs with the aim of viewing their applicability for the prevention of youth problem gambling. Critical features of effective campaigns are identified and assessed in terms of their applicability for youth problem gambling. Recommendations for the design, implementation, and evaluation of a youth gambling media campaign are discussed.

Parent Ads in the National Youth Anti-Drug Media Campaign
   Michael T. Stephenson A1 and Brian L. Quick A2

A1 Department of Communication, Texas A&M University, College Station, Texas, USA
A2 School of Communication Studies, Ohio University, Athens, Ohio, USA

The National Youth Anti-Drug Media Campaign aims not only to reduce drug use by teens and preteens, but also to arm parents with knowledge about specific parenting practices known to reduce the risk of teen drug use. Among the documented successes of the campaign to date was a small, but direct effect on some parenting practices, including parent–child discussions about drug use. To reach a deeper understanding about the substance of the parental ads, we content analyzed the message strategies employed in the campaign's parent ads over the inaugural 5 years of the campaign. Each ad was coded for its major theme, minor subtheme, and featured drug. Among seven possible major themes, the parental anti-drug ads largely featured four: enhance the risk of their child's drug use, encourage monitoring practices, promote parent–child discussions about drug use, or advocate positive involvement behaviors. Moreover, most parental messages addressed marijuana use or addressed drug use in general. Marijuana and inhalant ads largely were risk based, while general drug messages focused on monitoring, parent–child discussions or positive involvement practices.

Factors Affecting Trust in On-line Prescription Drug Information and Impact of Trust on Behavior Following Exposure to DTC Advertising
     Jisu Huh A1, Denise E. DeLorme A2, Leonard N. Reid A3

A1 School of Journalism and Mass Communication, University of Minnesota—Twin Cities, Minneapolis, Minnesota, USA
A2 Nicholson School of Communication, University of Central Florida, Orlando, Florida, USA
A3 Grady College of Journalism and Mass Communication, University of Georgia, Athens, Georgia, USA

Despite growing concerns about the quality and accuracy of Internet-based prescription drug information, there has been very little empirical research on consumers' perceptions of the trustworthiness of on-line drug information. In this article, we report on a study modeled after that of Menon, Deshpande, Perri, and Zinkhan (2002) in Health Marketing Quarterly that reexamines how key demographic, predispositional, and media factors are associated with consumer trust in on-line prescription drug information and the impact of trust in on-line drug information on ad-promoted behavior following exposure to direct-to-consumer (DTC) advertising. Four major findings are reported: (1) on-line drug information is not highly trusted; (2) trust in on-line drug information is not differentially affected by consumer demographic or predispositional characteristics; (3) trust in the traditional media of DTC advertising is predictive of trust in on-line drug information; and (4) trust in on-line drug information is associated directly with specific types of ad-promoted behavior following exposure to DTC advertising. Implications and recommendations are offered based on the results.

Designing and Implementing E-health Applications in the UK's National Health Service
    D. Jane Bower A1, Nessa Barry A2, Margaret Reid A3, John Norrie A4

A1 University of Dundee, Dundee, Scotland
A2 NHS Education for Scotland, Edinburgh, Scotland
A3 University of Glasgow, Glasgow, Scotland
A4 University of Aberdeen, Aberdeen, Scotland

Telemedicine/e-health applications have the potential to play an important role in Britain's National Health Service (NHS), including the NHS in Scotland. The Scottish Telemedicine Action Forum (STAF) was established by the Scottish Executive Department of Health in 1999 to take a range of applications, targeted on national priorities, into routine service. In the process it has provided insights into how advanced information and communication technologies (ICTs) can be moved from the research stage into routine service. In this article four of the projects are described and analysed focusing on the key issues that have emerged as critical for carrying projects successfully through to implementation in service as follows: A multisite videoconferencing network linking 15 minor injury units to the main accident and emergency (A&E) centre.A single-site neonatal intensive care “cotside” laptop system to assist communication between parents and clinical staff.A single-site outpatient chronic disease management system.A multisite software audit tool to support the care of cleft lip and palate patients from birth onward.

Gene Cuisine or Frankenfood? The Theory of Reasoned Action as an Audience Segmentation Strategy for Messages About Genetically Modified Foods
     Kami J. Silk A1, Judith Weiner A2, Roxanne L. Parrott A2

A1 Michigan State University, East Lansing, Michigan, USA
A2 Pennsylvania State University, State College, Pennsylvania, USA

Genetically modified (GM) foods are currently a controversial topic about which the lay public in the United States knows little. Formative research has demonstrated that the lay public is uncertain and concerned about GM foods. This study (N = 858) extends focus group research by using the Theory of Reasoned Action (TRA) to examine attitudes and subjective norms related to GM foods as a theoretical strategy for audience segmentation. A hierarchical cluster analysis revealed four unique audiences based on their attitude and subjective norm toward GM foods (ambivalent–biotech, antibiotech, biotech–normer, and biotech individual). Results are discussed in terms of the theoretical and practical significance for audience segmentation.

Targeting Adolescents? The Content and Frequency of Alcoholic and Nonalcoholic Beverage Ads in Magazine and Video Formats November 1999–April 2000
     Erica Weintraub Austin A1 and Stacey J.T. Hust A2

A1 Washington State University, Pullman, Washington, USA
A2 University of North Carolina, Chapel Hill, North Carolina, USA

This study compared alcoholic and nonalcoholic beverage advertising to which adolescents are exposed. A census of beverage advertising (N = 757) in popular magazines and television during November 1999–April 2000 was analyzed. Most alcohol ads appeared in Sports Illustrated (110), Rolling Stone (98), and Playboy (75) and outnumbered nonalcoholic beverage advertising by 3 to 1. Alcohol was almost never associated with dining. Alcohol ads emphasized sexual and social stereotypes and lacked diversity. One of every 6 magazine alcohol ads, and 1 of every 14 video-based ads, appeared to target teenagers. Many similarities existed between alcohol and nonalcohol ads. We conclude that alcohol is advertised heavily to youth through placement and appeals. The fact that themes in alcohol ads frequently parallel those in nonalcoholic beverage ads may further increase youths' receptivity.

Book Review

A Review of: “The Renewal of Generosity: Illness, Medicine and How to Live”: Frank, A. (2004). Chicago: University of Chicago Press
Mark Leeman and Lynn Harter