Gender as a Variable in Interpretation of Alcohol-Related Messages  

Oleh:

Andsager, Julie L. ; Austin, Erica Weintraub ; Pinkleton, Bruce E.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Communication Research vol. 29 no. 3 (Jun. 2002), page 246-269.
Fulltext: Vol. 29, No. 3, page 246-269.pdf (144.31KB)

Isi artikel

Research suggests that adolescents employ logic and 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 and twelfth graders to eight alcohol-related messages. Boys found individualistic messages in alcohol advertising more persuasive and memorable, and 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.

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