Gender as a variable in interpretation of alcohol-related messages

被引：25

作者：

Andsager, JL ^{[1
]}

Austin, EW ^{[1
]}

Pinkleton, BE ^{[1
]}

机构：

[1] Washington State Univ, Edward R Murrow Sch Commun, Pullman, WA 99164 USA

来源：

COMMUNICATION RESEARCH | 2002年 / 29卷 / 03期

关键词：

D O I：

10.1177/0093650202029003002

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

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.

引用

页码：246 / 269

页数：24

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