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Expanding the Reach of Health Campaigns: Can Community Organizations Serve as Viable Channels of Health Information?
Unformatted Document Text:  Expanding the Reach 12 Organizational membership. At baseline (1979), respondents were asked to list the names or types of organizations that they were members of and up to 10 spaces were provided for responses. The types of organizations listed were then compiled and, for subsequent data waves, respondents were asked whether they were members of the eight most commonly cited organization types. The eight organization types listed for the respondents were: labor union, church group, business or trade group, veteran group, hospital or medical service group, service or fraternity group, youth group, and other. Hence, the primary difference between baseline and subsequent waves was that, whereas at baseline respondents were asked to generate the type or name of the organization on their own, in subsequent waves, the type of organization was provided for them and they were asked only to state whether they were members of each one. Across all data waves, none of the respondents reported more than three organizations. Organizational membership was calculated as the sum of the number of organizations that each respondent belonged to. Across the five data waves, starting from baseline, the average membership was: 1.24 (SD = 1.14), 1.24 (SD = 1.10), 1.19 (SD = 1.03), 1.02 (SD = .97), .84 (SD = .94). The downward trend in organizational membership over time, calculated as the correlation between survey wave (coded as the number of years after baseline) and organizational membership was significant, r = -.14, p < .0001. We will return to the implication of this finding later in the paper. Newspaper reading. Respondents were asked how many days of the week they read the newspaper. Based on the distribution of this variable, we created three groups – those who did not read the newspaper at all, those who read between 1 and 6 days a week, and those who read 7 days a week.

Authors: Stephens, Keri., Rimal, Rajiv. and Flora, June.
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Expanding the Reach 12
Organizational membership. At baseline (1979), respondents were asked to list the
names or types of organizations that they were members of and up to 10 spaces were provided
for responses. The types of organizations listed were then compiled and, for subsequent data
waves, respondents were asked whether they were members of the eight most commonly cited
organization types. The eight organization types listed for the respondents were: labor union,
church group, business or trade group, veteran group, hospital or medical service group, service
or fraternity group, youth group, and other. Hence, the primary difference between baseline and
subsequent waves was that, whereas at baseline respondents were asked to generate the type or
name of the organization on their own, in subsequent waves, the type of organization was
provided for them and they were asked only to state whether they were members of each one.
Across all data waves, none of the respondents reported more than three organizations.
Organizational membership was calculated as the sum of the number of organizations
that each respondent belonged to. Across the five data waves, starting from baseline, the average
membership was: 1.24 (SD = 1.14), 1.24 (SD = 1.10), 1.19 (SD = 1.03), 1.02 (SD = .97), .84 (SD
= .94). The downward trend in organizational membership over time, calculated as the
correlation between survey wave (coded as the number of years after baseline) and
organizational membership was significant, r = -.14, p < .0001. We will return to the
implication of this finding later in the paper.
Newspaper reading. Respondents were asked how many days of the week they read the
newspaper. Based on the distribution of this variable, we created three groups – those who did
not read the newspaper at all, those who read between 1 and 6 days a week, and those who read 7
days a week.


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