USING MEDIA TO PREVENT VIOLENCE AMONG RURAL YOUTH

青年暴力已被推到国家舞台上， 在最近多起学校事故后， 暴力其中一个研究领域受到了相当多的研究关注 大众传媒对青少年暴力的影响年轻人接触到 通过各种媒体渠道传播各种正面和负面信息。在 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。一些国家社会 近年来，已经发起了营销媒体活动， 成功地针对青少年吸毒，吸烟，酒后驾车， 其他公共卫生问题。然而，国家、社会和经济发展的一个局限是， 营销媒体活动被认为缺乏相关性， 人口。农村人口尤其如此。虽然农村 与城市地区相比，这些地区同样面临青年暴力的风险， 可能会看到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，因为与他们的社区不太相关。缺乏 这种活动中的信息相关性可以通过创建媒体活动来克服 都是本地化的专门针对农村的媒体宣传活动， 而不是城市形象，由当地人实施， 结合当地数据和当地参考资料，在农村地区可能更有效 比标准的城市风格的运动。此外，媒体宣传 合并本地对等体的网络可能比不使用对等体的网络更有效。 我们成功地利用这种方法减少了青少年吸毒。 这项研究将通过实验测试两种不同水平的a 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人数。的 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/信念的方法，以及避免 人际攻击和攻击行为。它针对两个 对暴力和侵略的自我态度和信念，以及 针对个人层面的暴力和社区的认识变化， 对暴力的态度。本项目提出了三组实验 在六个农村社区（每个社区两个）进行有效性测试的设计 1）以社区为基础的农村媒体运动，2） 基于社区的同行农村媒体运动（COMPEER），和3）控制。一 将对第1组和第2组进行为期两年的反暴力媒体宣传。 测试前、测试后和后续调查将评估各种 关于对侵略和暴力态度的媒体宣传活动的水平， 青少年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.