USING MEDIA TO PREVENT VIOLENCE AMONG RURAL YOUTH

青少年暴力已经作为一种 最近发生多起学校事件后的重大公共卫生问题 暴力。受到相当多研究关注的一个研究领域 是大众媒体对青少年暴力的影响。年轻人暴露在 通过各种媒体渠道传递各种积极和消极的信息。在……里面 与观看攻击性和暴力行为的负面影响相比，媒体 可以用来促进亲社会行为。一些全国性的社会团体 近年来发起的营销媒体活动已经 成功地针对青少年吸毒、烟草使用、酒后驾车和 其他公共卫生问题。然而，一个限制是，国家、社会 营销媒体活动被认为是缺乏相关性的 人口。农村人口尤其如此。虽然是农村的 与城市地区相比，这些地区同样面临青少年暴力的风险，他们 可能会观看全国性的媒体宣传活动，这些宣传活动往往集中在城市或 郊区的目标受众，与他们的社区相关性较小。缺乏 可以通过创建媒体活动来克服此类活动中的信息相关性 都是本地化的。特别定制的农村媒体活动，使用农村 而不是由当地人实施的城市形象，而且 结合当地数据和当地参考资料，可能在农村地区更有效 而不是标准的城市风格的宣传活动。此外，媒体宣传活动 纳入本地同行的可能比不使用同行的那些更有效。 我们已经成功地将这种方法用于减少青少年药物使用。 这项研究将在实验上测试两种不同水平的 以社区为基础的反暴力媒体运动。该项目将针对暴力 减少农村社区中学生的数量。这个 以社区为基础的反暴力媒体运动利用营销和媒体 改变规范态度/信念和避免自我效能感的方法 人际攻击和攻击行为。它的目标是这两个 个人对暴力和侵略的态度和信念，以及 针对个人层面的暴力和社区意识的变化 对待暴力的态度。本项目提出了一项三组实验 在六个农村社区(每个社区两个)测试有效性的设计 小组)1)以社区为基础的农村媒体运动(COMM)，2)a 基于社区的同行农村媒体运动(COMMPEER)，以及3)控制。一个 第一组和第二组将开展为期两年的反暴力媒体运动。 测试前、测试后和后续调查将评估各种 关于对待侵略和暴力的态度的媒体宣传活动的水平，以及 青少年中的攻击性和暴力行为。

Youth violence has been thrust upon the national scene as a critical public health issue following recent multiple incidents of school violence. One area of study that has received considerable research attention is the effect of the mass media on youthful violence. Youth are exposed to various messages, positive and negative through a variety of media channels. In contrast to the negative effects of viewing aggressive and violent acts, media can be used to promote pro-social behavior. A number of national social marketing media campaigns have been launched in recent years that have successfully targeted adolescent drug use, tobacco use, drunk driving, and other public health problems. One limitation, however, of national, social marketing media campaigns is perceived lack of relevance to certain populations. This is particularly true of rural populations. Although rural areas are equally at-risk for youth violence compared to urban locations, they are likely to view national media campaigns, which tend to focus on urban or suburban target audiences, as less relevant to their communities. Lack of message relevance in such campaigns can be overcome by creating media campaigns that are localized. Specifically tailored rural media campaigns, that use rural rather than urban images, that are implemented by local people, and that incorporate local data and local references, may be more effective in rural locations than standard urban-style campaigns. Furthermore, media campaigns that incorporate local peers may be more effective than those not using peers. We have successfully used this approach for reduction of adolescent drug use. This study will experimentally test the effects of two different levels of a community-based anti-violence media campaign. The project will target violence reduction among middle school students in rural communities. The community-based antiviolence media campaign makes use of marketing and media methods to change normative attitudes/beliefs, and self-efficacy for avoiding interpersonal aggression and aggressive behaviors. It targets both intrapersonal attitudes and beliefs about violence and aggression, as well as targeting individual level violence and community change in awareness and attitudes toward violence. This project proposes a three-group experimental design testing the effectiveness in six rural communities (two communities per group) of 1) a Community-Based Rural Media Campaign (COMM), 2) a Community-Based Peer Rural Media Campaign (COMMPEER), and 3) Controls. A two-year anti-violence media campaign will be administered to groups 1 and 2. Pre-test, post-test and follow-up surveys will assess the effects of various levels of the media campaign on attitudes toward aggression and violence, and aggressive and violent behaviors among youth.