 | The 131st Annual Meeting (November 15-19, 2003) of APHA |
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| The 131st Annual Meeting (November 15-19, 2003) of APHA |
Holly McClain Burke, MPH and Cynthia Waszak Geary, PhD. Behavioral and Social Sciences, Family Health International, P.O. Box 13950, Research Triangle Park, NC 27709, 919-544-7040 ext. 469, hburke@fhi.org
At least two communication theories are relevant to understand how media affects adolescent reproductive health. The Uses-and-Gratifications perspective suggests that young people are not passive recipients of media’s messages, but rather select from an array of media choices, those that satisfy their needs and desires. The selection of media is therefore purposive and motivated. Furthermore, the Adolescents’ Media Practice Model suggests that adolescents’ identity and lived experience influences their motivations for media use. These perspectives suggest that adolescents who have more risky sexual behaviors and hold more risky beliefs are more likely to seek out and be interested in sexually explicit media. Using baseline data from the evaluation of MTV’s global AIDS campaign, Staying Alive 4, we will answer the question, “Are adolescents’ sexual beliefs and behaviors associated with their interest in seeing and hearing media about dating, sex, and relationships?” Cross-sectional data were collected from 4,000 youth aged 16-25 from four urban areas in Brazil, Kenya, Nepal, and Senegal. These data will be used in a linear regression model to answer this question, also including gender, age, and country as covariates. This analysis will put us closer to understanding the factors that motivate adolescents to seek out and attend to sexual media. Our findings may help health promotion campaigns more effectively target and reach at-risk adolescents around the world.
Learning Objectives:
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.