The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #56470

Kendra A J Williams, MA, Center for Health Services Research and Policy, The George Washington University, 2021 K Street NW, Suite 800, Washington, DC 20006, 202-530-2321, kajw@gwu.edu

This paper argues that health educators should not try to compete with the effects of mass media but instead attempt to understand what impact heavy TV viewing, specifically that of rap music videos, may have on adolescent females and how to create health intervention strategies that allow for the influence of the media. It will use the cultivation theory of media effects (the idea that television creates an artificial world with different norms and standards that heavy viewers come to see as reality) to illustrate how many of the norms for women pictured in music videos differ from the norms for men and the necessity of creating gender specific campaigns.

Learning Objectives:

Session participants will be able to:
• Identify and evaluate how the culture of rap music videos can impact the behavior of program participants to develop population targeted interpersonal communication strategies.
• Develop health, behavioral and educational objectives in consideration of the culture of rap music videos.

Keywords: Media, Teen Pregnancy Prevention

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.