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Gender effects in a multischool alcohol media literacy study with preadolescents
Hindmarsh, Chloe S. Howard, Stephen J. Kervin, Lisa Jones, Sandra
Hindmarsh, Chloe S.
Howard, Stephen J.
Kervin, Lisa
Jones, Sandra
Abstract
Objective. Alcohol media literacy (AML) programs have achieved positive results for alcohol prevention; however, gender may moderate program effectiveness. This study investigated gender differences for an Australian AML intervention. Method. Fifth and sixth graders (N = 165), allocated to an intervention or wait-list control group, participated in an AML program. Student questionnaires were administered at three time points. Results>. The intervention resulted in significantly higher media deconstruction skills but did not lead to less preference for branded merchandise or greater understanding of persuasive intent, and these effects did not differ by gender. Gender differences were present in social norms for drinking and alcohol expectancies. Conclusions. AML education likely has appeal and benefit to both genders as it connects with students’ lifeworlds. Social norms may be more difficult to shift for males due to a more ingrained drinking culture. Future research could explore contextual factors responsible for gender differences.
Keywords
alcohol advertising, alcohol prevention, gender, media literacy
Date
2018
Type
Journal article
Journal
Health Education & Behavior
Book
Volume
45
Issue
3
Page Range
311-314
Article Number
ACU Department
ACU Engagement
Collections
Relation URI
Source URL
Event URL
Open Access Status
License
File Access
Controlled