Journal article
Gender as a Variable in Interpretation of Alcohol-Related Messages
Communication research, Vol.29(3), pp.246-269
06/01/2002
Abstract
Research suggests that adolescents employ logic & emotion in processing media messages. Gender schema theory argues that gender roles are internalized by adolescence; gender should thus affect information processing. This study exposed 578 ninth & twelfth graders to eight alcohol-related messages. Boys found individualistic messages in alcohol advertising more persuasive & memorable, & girls were more persuaded by collectivist messages in public-service announcements. The findings suggest that gender should be incorporated in models attempting to understand how adolescents analyze messages. 5 Tables, 1 Figure, 47 References. [Copyright 2002 Sage Publications Inc.]
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Details
- Title
- Gender as a Variable in Interpretation of Alcohol-Related Messages
- Creators
- Julie AndsagerErica Austin - Washington State University, Strategic Communication, Department ofBruce Pinkleton - Washington State University, Edward R. Murrow College of Communication
- Publication Details
- Communication research, Vol.29(3), pp.246-269
- Academic Unit
- Strategic Communication, Department of
- Identifiers
- 99901129224101842
- Language
- English
- Resource Type
- Journal article