Entertainment–Education Videos as a Persuasive Tool in the Substance Use Prevention Intervention “keepin’ it REAL”

YoungJu Shin, Michelle Miller-Day, Michael L. Hecht, Janice L. Krieger

Research output: Contribution to journalArticle

Abstract

Based on social cognitive theory and narrative engagement theory, the current study examined hypothesized indirect effects of engagement with keepin’ it REAL (kiR) curriculum entertainment–education (E–E) videos on youth alcohol use via youth drug offer refusal efficacy. Students in 7th grade (N = 1,464) at 25 public schools in two Midwestern states were randomly assigned to one of the two versions of the kiR curriculum, the kiR urban version and the kiR rural version. Each version had their own set of five culturally-grounded E–E videos depicting communicative skills to refuse drug offers. Differential effects for engagement components were expected depending on the degree of cultural matching. Pre/post surveys were administered at the beginning and the end of 7th grade. Structural equation modeling analysis resulted in partial support for the research hypotheses. Rural youth receiving the urban curriculum who reported higher interest in the E–E videos were more likely to report having higher refusal efficacy, and in turn, less likely to use alcohol. Rural youth receiving the rural curriculum who identified with the E–E video main characters were more likely to report having higher refusal efficacy, and in turn, less likely to use alcohol. Implications for E–E health promotion are discussed.

Original languageEnglish (US)
Pages (from-to)1-11
Number of pages11
JournalHealth Communication
DOIs
StateAccepted/In press - May 14 2017

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Curriculum
Curricula
video
curriculum
Alcohols
alcohol
school grade
drug
cognitive theory
Health Promotion
Pharmaceutical Preparations
health promotion
Health
Students
narrative
Research
school
student

ASJC Scopus subject areas

  • Health(social science)
  • Communication

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Entertainment–Education Videos as a Persuasive Tool in the Substance Use Prevention Intervention “keepin’ it REAL”. / Shin, YoungJu; Miller-Day, Michelle; Hecht, Michael L.; Krieger, Janice L.

In: Health Communication, 14.05.2017, p. 1-11.

Research output: Contribution to journalArticle

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