Agenda-Setting With Local and National Issues

Three factors lead to the hypothesis that agenda-setting should be weaker at the local political level compared to the national level: (1) the more directly observable nature of local political problems, (2) the nature and strength of local interpersonal political communication networks, and (3) the relatively heavier media coverage of national political issues. This hypothesis was supported with data from respondents assigned at random to either local or national issue conditions and from a content analysis of television and newspaper coverage in Toledo, Ohio, of local and national issues. Contrary to the findings of certain previous studies, network television was found to exercise a stronger agenda-setting influence than newspapers at the national level. Newspapers, on the other hand, were the dominant agenda-setter at the local level. The relative agenda-setting influences of television versus newspapers are consistent with other data from this study concerning the relative strengths of the various media as sources of issue information.Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/67066/2/10.1177_009365027700400404.pd

Sensation Seeking and Impulsivity: Combined Associations with Risky Sexual Behavior in a Large Sample of Young Adults

Although prior studies have shown that sensation seeking and impulsive decision-making are related to sexual risk-taking, it is still unclear whether these personality traits operate independently or synergistically. The purpose of this study was to elucidate the joint contribution of these personality traits to HIV and sexually transmitted disease (STD) risk behaviors using data from a large sample of sexually active young adults (N = 2,386). Regression modeling indicated that both sensation seeking and impulsive decision-making were consistently associated with sexual risk behaviors across 11 risk-related outcomes. Results further indicated that sensation seeking and impulsive decision-making operated synergistically with respect to the outcome variables of sex acts using drugs, acts with a partner using alcohol, and acts with a partner using drugs. In contrast to this, sensation seeking and impulsive decision-making operated independently with respect to the other sexual risk outcomes. Theoretical implications, as well as implications for HIV/STD prevention among high sensation seekers and impulsive decision-makers, are discussed

Development and Implementation of Mass Media Campaigns to Delay Sexual Initiation Among African American and White Youth

Reducing new HIV/STD infections among at-risk adolescents requires developing and evaluating evidence-based health communication approaches. Research over-whelmingly supports the conclusion that early sexual initiation is associated with STDs and other negative outcomes in later years (e.g., unintended pregnancy). The authors’ research group secured funding from the National Institute of Mental Health to develop, implement, and rigorously evaluate televised mass media campaigns to delay initiation of sexual intercourse among African American and White adolescents in two cities in the Southeastern United States. The focus of the present study is on the development and implementation of the campaigns, including (a) rationale and theoretical underpinnings; (b) collection, screening, and assessment of existing public service announcements; (c) development of new public service announcements; (d) study design and campaign airing plan; and (e) message exposure achieved in the campaigns. Health communication campaigns hold much promise in reaching at-risk adolescent populations with targeted, timely, and relevant risk-reduction messages

Associations between message features and subjective evaluations of the sensation value of antidrug public service announcements.

In 1998, the U.S. Congress stepped up the nation's focus on drug and alcohol abuse by allocating $1 billion to the Office of National Drug Control Policy for mass media-based prevention campaigns and evaluations. We now know some of the key elements of effective media-based antidrug campaigns, including effec

Mass Communication And Political Knowledge: The Effects Of Political Level And Mass Media Coverage On Political Learning.

PhDMass mediaUniversity of Michigan, Horace H. Rackham School of Graduate Studieshttp://deepblue.lib.umich.edu/bitstream/2027.42/188976/2/7529304.pd

Associations Between Message Features and Subjective Evaluations of the Sensation Value of Antidrug Public Service Announcements

The effective targeting of high sensation-seeking adolescents, who are most at risk for drug abuse, requires the creation of high sensation value messages. Whereas previous research has focused on subjective reactions of receivers as the primary way to define message sensation value (MSV), we conceptualize message sensation value as the formal and content features (audio, visual, and format) of a message that contribute to subjective message sensation evaluations. The three objectives of this study were (a) to identify message design features that would aid in the devel-opment of effective prevention messages targeting high sensation seekers, (b) to develop an objective measure of message sensation value based on formal and content features of messages, and (c) to determine whether high message sensation value messages were associated with higher subjective evaluations of message sen-sation value. In the present study, 418 undergraduates each viewed 10 PSAs se-lected at random from a pool of 109 PSAs that had been previously coded for message sensation value. Analyses provide support for the central hypothesis of the study, indicating that perceived message sensation value is at least in part a prod

Effects of the Office of National Drug Control Policy’s Marijuana Initiative Campaign on High-Sensation-Seeking Adolescents

Objectives. We evaluated the effects of the Marijuana Initiative portion of the Office of National Drug Control Policy’s National Youth Anti-Drug Media Campaign on high-sensation-seeking and low-sensation-seeking adolescents

Predictors of exposure from an antimarijuana media campaign: outcome research assessing sensation seeking targeting

Using data from a large-scale antimarijuana media campaign, this investigation examined the demographic and psychographic variables associated with exposure to public service announcements designed to target high sensation-seeking adolescents. The literature on sensation seeking indicates that adolescents high in this trait are at greater risk for substance abuse. Analyses assessed the predictive utility of various risk and protective factors, normative influences, demographic variables, and marijuana-related attitudes, intentions, and behaviors on campaign message exposure. Results confirm that level of sensation seeking was positively associated with greater message exposure. In addition, viewers reporting greater exposure were younger adolescents who indicated that they had poor family relations, promarijuana attitudes, and friends and family who used marijuana. Implications for designing future antimarijuana messages based on these findings are discussed