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Empowering students to respond to alcohol advertisements: Results from a pilot study of an Australian media literacy intervention

Journal Article


Abstract


  • Objective: Alcohol media literacy programs in the United States have increased students’

    media literacy skills and lowered pre-drinking behaviour. In Australia, no such programs have

    yet been implemented or evaluated. This pilot study aimed to examine the feasibility and

    potential impact of an alcohol media literacy program for Australian upper-primary school

    children.

    Methods: Thirty-seven Year 5 and 6 students (aged 10-12) from one school in the Sydney

    region participated in 10 one-hour media lessons. Teacher interviews, student exit slips, teacher

    observations and a researcher reflective journal were analysed to examine the implementation

    process, while a pre- and post-questionnaire was analysed to measure outcome.

    Results: Key factors in implementation were the importance of school context; attainment

    of English and PDHPE learning outcomes to differing extents; program’s useability provided

    flexibility; perceived complexity and achievability of the lessons and program’s engagement

    and relevance for the students. The program significantly increased media literacy skills and

    understanding of persuasive intent; decreased interest in alcohol branded merchandise; and

    lowered perception of drinking norms.

    Conclusion and implications: An Australian alcohol media literacy program for upper-primary

    school children appears feasible, and has potential to lead to measurable outcomes.

Authors


  •   Gordon, Chloe (external author)
  •   Jones, Sandra C. (external author)
  •   Kervin, Lisa K.
  •   Lee, Jeong Kyu (external author)

Publication Date


  • 2016

Citation


  • Gordon, C. S., Jones, S. C., Kervin, L. & Lee, J. Kyu. (2016). Empowering students to respond to alcohol advertisements: Results from a pilot study of an Australian media literacy intervention. Australian and New Zealand Journal of Public Health, 40 (3), 231-232.

Scopus Eid


  • 2-s2.0-84971595203

Number Of Pages


  • 1

Start Page


  • 231

End Page


  • 232

Volume


  • 40

Issue


  • 3

Abstract


  • Objective: Alcohol media literacy programs in the United States have increased students’

    media literacy skills and lowered pre-drinking behaviour. In Australia, no such programs have

    yet been implemented or evaluated. This pilot study aimed to examine the feasibility and

    potential impact of an alcohol media literacy program for Australian upper-primary school

    children.

    Methods: Thirty-seven Year 5 and 6 students (aged 10-12) from one school in the Sydney

    region participated in 10 one-hour media lessons. Teacher interviews, student exit slips, teacher

    observations and a researcher reflective journal were analysed to examine the implementation

    process, while a pre- and post-questionnaire was analysed to measure outcome.

    Results: Key factors in implementation were the importance of school context; attainment

    of English and PDHPE learning outcomes to differing extents; program’s useability provided

    flexibility; perceived complexity and achievability of the lessons and program’s engagement

    and relevance for the students. The program significantly increased media literacy skills and

    understanding of persuasive intent; decreased interest in alcohol branded merchandise; and

    lowered perception of drinking norms.

    Conclusion and implications: An Australian alcohol media literacy program for upper-primary

    school children appears feasible, and has potential to lead to measurable outcomes.

Authors


  •   Gordon, Chloe (external author)
  •   Jones, Sandra C. (external author)
  •   Kervin, Lisa K.
  •   Lee, Jeong Kyu (external author)

Publication Date


  • 2016

Citation


  • Gordon, C. S., Jones, S. C., Kervin, L. & Lee, J. Kyu. (2016). Empowering students to respond to alcohol advertisements: Results from a pilot study of an Australian media literacy intervention. Australian and New Zealand Journal of Public Health, 40 (3), 231-232.

Scopus Eid


  • 2-s2.0-84971595203

Number Of Pages


  • 1

Start Page


  • 231

End Page


  • 232

Volume


  • 40

Issue


  • 3