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Health Education Research Advance Access published online on December 3, 2008
Health Education Research, doi:10.1093/her/cyn062
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© The Author 2008. Published by Oxford University Press. All rights reserved. For permissions, please email: journals.permissions@oxfordjournals.org

Adolescents' impressions of antismoking media literacy education: qualitative results from a randomized controlled trial

Brian A. Primack1,2,3,*, Danielle Fine4, Christopher K. Yang1, Dustin Wickett1 and Susan Zickmund5

1 Division of General Internal Medicine, Department of Medicine
2 Center for Research on Health Care
3 Division of Adolescent Medicine, Department of Pediatrics, University of Pittsburgh School of Medicine, Pittsburgh, PA 15213, USA
4 University of Colorado, Boulder, CO 80302, USA
5 Center for Health Equity Research and Promotion, VA Pittsburgh Healthcare System, Pittsburgh, PA 15213, USA

Correspondence to: * Correspondence to: B. A. Primack. E-mail: bprimack{at}pitt.edu

Although media literacy represents an innovative venue for school-based antismoking programming, studies have not systematically compared student impressions of these and traditional programs. This study utilized data from a randomized trial comparing these two types of programs. After each program, students responded to three open-ended questions related to their assigned curriculum. Two coders, blinded to student assignments, independently coded these data. Coders had strong inter-rater agreement (kappa = 0.77). Our primary measures were spontaneously noted overall assessment, enjoyment/interest and the likelihood of changing smoking behavior. Of the 531 participants, 255 (48.0%) were randomized to the intervention (media literacy) group. Intervention participants had more net positive responses [rate ratio (RR) = 1.27, 95% confidence interval (CI) = 1.05, 1.54], more responses rating the program as compelling (RR = 1.63, 95% CI = 1.16, 2.29) and fewer responses rating the program as non-compelling (RR = 0.62, 95% CI = 0.39, 0.97). However, the intervention group was not more likely to suggest that the curriculum was likely to change behavior positively (RR = 0.57, 95% CI = 0.30, 1.06). Findings suggest that although media literacy provides a compelling format for the delivery of antitobacco programming, integration of components of traditional programming may help media literacy programs achieve maximal efficacy.

Received on November 6, 2007; accepted on October 28, 2008


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