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Resonance as Mediator of Prime-Time Messages about Smoking

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Abstract:

This study examined attitude change caused by messages about smoking embedded in prime-time television programming. Data were obtained from 224 college students randomly assigned to pro-smoking and anti-smoking message treatments taken from television programs. Subjects completed pretest/posttest measures of smoking attitudes. No significant changes were detected from pretest to posttest measures, nor between posttest measures. When subjects were bifurcated into smoking and non-smoking backgrounds, significant differences were found. Those from smoking backgrounds significantly increased favorable attitudes towards smoking after exposure to the pro-smoking treatment. Those from non-smoking backgrounds significantly decreased an favorable attitudes toward smoking after exposure to the anti-smoking treatment. Prime-time tobacco messages resonate with those whose backgrounds are consistent with the message.

Most Common Document Word Stems:

smoke (141), messag (55), background (49), treatment (44), reson (42), attitud (40), use (36), subject (35), tobacco (35), mediat (33), signific (32), anti (30), televis (29), parasoci (28), content (27), non (26), interact (26), identif (26), p (25), effect (25), anti-smok (21),

Author's Keywords:

cultivation resonance smoking television
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Association:
Name: International Communication Association
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http://www.icahdq.org


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URL: http://www.allacademic.com/meta/p111839_index.html
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MLA Citation:

Lauzen, Martha. and Dozier, David. "Resonance as Mediator of Prime-Time Messages about Smoking" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111839_index.html>

APA Citation:

Lauzen, M. M. and Dozier, D. M. , 2003-05-27 "Resonance as Mediator of Prime-Time Messages about Smoking" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111839_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study examined attitude change caused by messages about smoking embedded in prime-time television programming. Data were obtained from 224 college students randomly assigned to pro-smoking and anti-smoking message treatments taken from television programs. Subjects completed pretest/posttest measures of smoking attitudes. No significant changes were detected from pretest to posttest measures, nor between posttest measures. When subjects were bifurcated into smoking and non-smoking backgrounds, significant differences were found. Those from smoking backgrounds significantly increased favorable attitudes towards smoking after exposure to the pro-smoking treatment. Those from non-smoking backgrounds significantly decreased an favorable attitudes toward smoking after exposure to the anti-smoking treatment. Prime-time tobacco messages resonate with those whose backgrounds are consistent with the message.

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Document Type: .PDF
Page count: 19
Word count: 4012
Text sample:
Resonance as Mediator of Messages 1 Running head: RESONANCE AS MEDIATOR OF MESSAGES Resonance as Mediator of Prime-Time Messages about Smoking Resonance as Mediator of Messages 2 Paper submitted to the Health Communication Division International Communication Association Annual Convention San Diego California May 2003 Resonance as Mediator of Messages 3 Abstract This study examined attitude change caused by messages about smoking embedded in prime-time television programming. Data were obtained from 224 college students randomly assigned to pro-smoking and anti-smoking
(means) t df p (means) t df p Non- 2.53 2.03 Glamour Smokers Treatment - 107 .01 - 107 .01 (pro- 2.76 2.57 Smokers 3.08 2.54 smoking message) Humor Non- 2.54 2.16 Smokers Treatment - 107 .07 - 108 .01 (anti- 1.83 2.54 Smokers 2.85 2.57 smoking message)


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