YOUTH-FOCUSED MEDIA TO PREVENT SUBSTANCE USE

“以青年为重点的媒体防止物质使用”的总体目标是发展大众媒体信息，支持青年在从童年后期进入青春期时保持无物质的生活方式。近年来，大麻和香烟的使用量大幅上升，特别是在八年级学生中，尽管学校和社区采取了预防措施。媒体是青春期年轻人的主要信息来源和模范。以前的研究表明，有针对性的媒体信息可以减少青春期早期使用药物的流行率，而且这种减少一直持续到高中结束。该项目将在先前研究的基础上进行扩展。主要目的是在青少年从4-5年级成长到7-8年级时，通过他们首选的媒体广播有针对性的媒体信息，减少青少年吸烟和大麻的使用。目标人群包括非裔美国人和白人儿童的城市样本和主要是白人儿童的非城市样本。基于社会认知理论和影响青少年物质使用的心理社会因素的前期研究，确定了信息发展的教育目标。根据这些目标和对目标人群中的年轻人进行的诊断性研究，在通过电视和广播向按年级和性别划分的受众群体传递信息之前，将对其进行预先测试。预测测试将提供城市和非城市样本中信息感知有效性的信息。报文开发周期将每年重复，以随着目标群体在四年内成熟而提供新的报文。消息对一个州的目标比较区域和匹配比较区域的影响。将在这些地区的20所城市和非城市学校对7-8年级的学生进行调查，以评估影响和结果预期、社会规范认知、自我效能感和物质使用行为。在过程评估中，将评估物质使用者使用和接触学校和社区方案以及具有类似目标的大众媒体运动的社会环境指标。

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.