YOUTH-FOCUSED MEDIA TO PREVENT SUBSTANCE USE

“以青年为中心的媒体预防物质使用”的总体目标是发展大众媒体信息，支持年轻人在从童年晚期进入青春期时保持一种不吸毒的生活方式。近年来，大麻和香烟的使用量大幅上升，尤其是在八年级学生中，尽管学校和社区采取了预防措施。媒体是青少年的主要信息来源和榜样。先前的研究表明，有针对性的媒体信息可以减少青少年早期药物使用的流行，并且这种减少可以持续到高中毕业。这个项目将建立和扩展以前的研究。主要目的是在4-5年级到7-8年级的青少年中，通过在他们喜欢的媒体上播放有针对性的媒体信息，减少他们吸烟和大麻的使用。目标人群包括城市样本的非裔美国人和白人儿童以及非城市样本的主要白人儿童。信息发展的教育目标是基于社会认知理论和先前对影响青少年物质使用的心理社会因素的研究。基于这些目标和针对目标人群中青少年的诊断研究的信息将在通过电视和广播向按年级和性别确定的受众群体传播之前进行预先测试。预测试将提供关于城市和非城市样本的信息感知有效性的信息。信息开发周期将每年重复一次，以便随着目标群体在四年内的成熟，提供新的信息。消息对一个状态下目标区域和匹配比较区域的影响。对来自这些地区的20所城市和非城市学校的7-8年级学生进行调查，在基线和在一个地区进行四年的媒体接触后，评估影响和结果预期、社会规范感知、自我效能和物质使用行为。将在进程评价中评估物质使用者使用的社会气候指标以及对具有类似目标的学校和社区方案和大众媒体运动的影响。

The overall goal of "Youth-Focused Media to Prevent Substance Use" is to develop mass media messages that support young people in maintaining a substance-free lifestyle as they move from late childhood into adolescence. Marijuana and cigarette use have risen substantially in recent years, particularly among eighth graders, despite prevention efforts in schools and communities. The media are major sources of information and modeling for young people during adolescence. Previous research has shown that targeted media messages can reduce the prevalence of substance use during early adolescence and that these reductions are sustained through the end of high school. This project will build on and extend this previous research. The major aims are to reduce cigarette and marijuana use among adolescents using targeted media messages broadcast over their preferred media as they mature from grades 4-5 to grades 7-8. Targeted populations include urban samples of African American and white children and non- urban samples of primarily white children. Educational objectives for message development were defined based on social cognitive theory and prior research on psychosocial factors influence adolescence substance use. Messages based on these objectives and on diagnostic research with youngsters in the targeted populations will be pretested before delivery over television and radio to audience segments defined by grade and gender. Pretests will provide information on perceived effectiveness of messages across urban and non-urban samples. Message development cycles will be repeated annually to provide fresh messages as the target group matures over four years. Impact of the messages on targeted and matched comparison areas in one state. Surveys of grade 7-8 students will be conducted in 20 urban and non-urban schools from these areas at baseline and after four years of media exposure in one area to assess impact and outcome expectancies, social-normative perceptions, self- efficacy, and substance use behaviors. Indicators of social climate for substance user use and exposure to school and community programs and mass media campaigns with similar objectives will be assessed in the process evaluation.