...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Health Communication: International Perspectives >Conversation and Compliance: Role of Interpersonal Discussion and Social Norms in Public Communication Campaigns
【24h】

Conversation and Compliance: Role of Interpersonal Discussion and Social Norms in Public Communication Campaigns

机译：对话与合规：人际讨论和社会规范在公共传播活动中的作用

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

This study explores the role of interpersonal discussion and social norms in a public health campaign, the BBC Condom Normalization Campaign, designed to promote conversation and change the public perception of condom use in India. Drawing upon the integrative model of behavioral prediction, attitudes, self-efficacy, subjective norms, and descriptive norms were predicted to relate to behavioral intentions to use condoms. It is important to note that the valence of discussion was hypothesized to relate to each of these more proximal predictors. The authors used structural equation modeling to test the model on 3 separate samples of Indian men between the ages of 15 and 49 years: (a) high-risk men who had sex with nonspouses; (b) low-risk, sexually inactive, unmarried men; and (c) low-risk, monogamous, married men. Results were similar for low- and high-risk audiences, with valence of discussion about condoms predicting condom-related attitudes, self-efficacy, and subjective and descriptive social norms with respect to condom use, which, in turn, predicted behavioral intent to use condoms. These findings underscore the need to take not only the frequency but also the valence of interpersonal discussion into account when assessing the effect of health campaigns. Implications for theory and design of future public communication campaigns are explored.View full textDownload full textRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/10810730.2012.665426
机译：这项研究探讨了人际间讨论和社会规范在公共卫生运动（BBC安全套标准化运动）中的作用，该运动旨在促进对话并改变印度公众对使用安全套的看法。利用行为预测的综合模型，可以预测态度，自我效能，主观规范和描述性规范与使用安全套的行为意图有关。重要的是要注意，假设的讨论价与这些更接近的预测指标有关。作者使用结构方程模型对3个年龄在15至49岁之间的印度男性样本进行了测试：（a）与无配偶发生性关系的高风险男性； （b）低风险，性活跃，未婚的男人； （c）低风险，一夫一妻制，已婚男子。对于低风险和高风险的听众来说，结果相似，有关安全套的讨论有很多预测可以预测与安全套相关的态度，自我效能以及使用安全套的主观和描述性社会规范，进而可以预测使用行为的意图。避孕套。这些发现强调了在评估健康运动的效果时，不仅需要考虑频率，而且还要考虑人际讨论的效价。探索了对未来公共传播活动的理论和设计的含义。查看全文下载全文相关变量add add_id digg，google，more“，发布号：” ra-4dff56cd6bb1830b“};添加到候选列表链接永久链接http://dx.doi.org/10.1080/10810730.2012.665426

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号