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[ Recorded presentation ] Recorded presentation

Media wise families: Evaluation of a media literacy-based health promotion intervention

Lynda Bergsma, PhD, Jennifer Peters, and Heather Free. Mel & Enid Zuckerman College of Public Health, University of Arizona, Drachman Hall, Rm A268, 1295 Martin Ave, Tucson, AZ 85724, 520-403-7450, lbergsma@u.arizona.edu

The media transmit powerful messages about values, knowledge, attitudes, and normative behaviors. The Media Wise Families pilot research project utilized a media literacy-based health promotion intervention to help family members develop a balanced approach to media and better analyze confusing messages about tobacco and alcohol. Study objectives were to increase participating family members': 1) media literacy skills including analysis of media message reality, understanding/accepting other's differing analyses of media messages, and use of a family media plan; 2) interfamilial communication skills; and 3) involvement in community advocacy to effect tobacco/alcohol policy change. Twenty-three low income Mexican-American families (consisting of at least one adult and one child age 11-18) in southern Tucson participated as core, peer or comparison families. Core families received two training-of-trainers workshops, after which they each conducted two workshops for peer families. Multiple measures were used to evaluate process and impact was measured using a survey instrument completed by each participant pre and post intervention and four months thereafter. Comparison group participants completed the survey at two data collection points 4.5 months apart. While the study of media literacy as an effective health promotion strategy is still in its infancy, several studies have provided results indicating significant promise for this approach. However there has been no longitudinal research on the effects of a family-based media literacy intervention. Both the length and the family focus of this study have added significant data to the fledgling body of literature on media literacy as a health promotion strategy.

Learning Objectives: At the conclusion of this sesson, participants will be able to