Children Educated about Media Messages More Inclined to Resist Substance Use Later
Substance abuse prevention comes in a number of different forms. While it is important to educate children about the affects of drugs and alcohol, it is equally important to educate them about the media messages they may see promoting use.
A recent Science Daily release evaluates the “Media Detective” tool that enables children to gain an understanding of a marketer’s intentions and the goal of an advertising campaign. Through this process, the idea is to empower children to resist these messages that encourage the use of alcohol or tobacco.
A study, based on research by the director of the Murrow Center for Media and Health Promotion at Washington State University, found that children could be taught to be skeptical of media messages as early as third grade. When such an approach was applied, substance abuse prevention was improved.
The study evaluated a two-week course designed to boost the critical thinking skills of third through fifth graders. The course proved effective in reducing the student’s intentions to use alcohol and tobacco and also increased their belief that they will be able to resist temptations.
This educational program was designed to address the extent to which young children internalize advertising messages. This process affects their consumer decisions later on. For instance, those who associate tobacco use with independence and popularity may be more included to use tobacco products when an opportunity presents itself. The same is true for alcohol.
Marketers put significant amounts of research and psychology into their messages to ensure they appeal to young people. That information can be combated to protect those children on the receiving end.
