RT info:eu-repo/semantics/article
T1 Educational influence of knowledge of the masked presence of alcohol on Instagram on behavior change
A1 Bermejo Berros, Jesús
K1 Comunicación y Educación
K1 Media psychology; Alcohol; Alcoholism; Health education practice; Social media; Instagram; Masking; Critical dialogical method; Pull advertising
AB The push strategy of anti-alcohol campaigns targeting young people, both in traditional media and on social media, hasshown a limited capacity to contribute to the development of healthy behaviors. Even when young people know aboutthe harmful effects of alcohol, they develop reactance attitudes, self-affirmation reactions, defensive responses, andneutralization of the persuasive attempts of institutional messages. It is necessary to seek new educational communicationstrategies that are effective in modifying behaviors favorable to alcohol consumption among young people. The aim ofthis research is to implement an educational method that favors this change toward healthy behaviors. On the basis ofthe Instagram campaign “Like my addiction,” 124 young people (age: M = 23.6 years, SD = 2.8 years) participated for 3weeks in three phases to test whether the presence of alcohol on Instagram had an impact on their beliefs, attitudes,and behaviors, as well as the effectiveness of the educational method tested. Half of the subjects followed a process ofbecoming aware of the presence of alcohol in this Instagram campaign and then participated in an interactive processof discussion according to the critical–dialogical educational method. The results show that this educational methodis effective. Subjects in the control group who did not follow the method did not modify their behavior on Instagram.In contrast, the experimental group became aware of the masked presence of alcohol on Instagram. These subjectsexhibit self-persuasion that makes them modify their activity favorably between the pre-test and post-test phase as theychange their attitudes and behaviors toward alcohol. The results show that the critical–dialogical formative method canbe favorably applied to implement campaigns and educational actions to fight alcohol addiction among young people.
PB Profesional de la información
YR 2022
FD 2022
LK https://uvadoc.uva.es/handle/10324/55729
UL https://uvadoc.uva.es/handle/10324/55729
LA eng
NO Profesional de la información, 2022, v. 31, n. 4, e310404.
NO Producción Científica
DS UVaDOC
RD 27-dic-2024