Educational influence of knowledge of the masked presence of alcohol on Instagram on behavior change

Autores/as

DOI:

https://doi.org/10.3145/epi.2022.jul.04

Palabras clave:

Media psychology, Alcohol, Alcoholism, Health education practice, Social media, Instagram, Masking, Critical dialogical method, Pull advertising

Resumen

The push strategy of anti-alcohol campaigns targeting young people, both in traditional media and on social media, has shown a limited capacity to contribute to the development of healthy behaviors. Even when young people know about the harmful effects of alcohol, they develop reactance attitudes, self-affirmation reactions, defensive responses, and neutralization of the persuasive attempts of institutional messages. It is necessary to seek new educational communication strategies that are effective in modifying behaviors favorable to alcohol consumption among young people. The aim of this research is to implement an educational method that favors this change toward healthy behaviors. On the basis of the Instagram campaign "Like my addiction," 124 young people (age: M = 23.6 years, SD = 2.8 years) participated for 3 weeks in three phases to test whether the presence of alcohol on Instagram had an impact on their beliefs, attitudes, and behaviors, as well as the effectiveness of the educational method tested. Half of the subjects followed a process of becoming aware of the presence of alcohol in this Instagram campaign and then participated in an interactive process of discussion according to the critical-dialogical educational method. The results show that this educational method is effective. Subjects in the control group who did not follow the method did not modify their behavior on Instagram. In contrast, the experimental group became aware of the masked presence of alcohol on Instagram. These subjects exhibit self-persuasion that makes them modify their activity favorably between the pre-test and post-test phase as they change their attitudes and behaviors toward alcohol. The results show that the critical-dialogical formative method can be favorably applied to implement campaigns and educational actions to fight alcohol addiction among young people.

Descargas

Los datos de descargas todavía no están disponibles.

Citas

Addict Aide (2021). Like my addiction. https://www.youtube.com/watch?v=gp81af73keA&t=23s.

Alhabash, Saleem; Mundel, Juan; Deng, Tao; McAlister, Anna; Quilliam, Elizabeth-Tailor; Richards, Jef I.; Lynch, Kristen (2021). "Social media alcohol advertising among underage minors: effects of models´ age". International journal of advertising, v. 40, n. 4, pp. 552-581. https://doi.org/10.1080/02650487.2020.1852807

Antonetti, Paolo; Baines, Paul; Walker, Lorna (2015). "From elicitation to consumption: assessing the longitudinal effectiveness of negative emotional appeals in social marketing". Journal of marketing management, v. 31, n. 9-10, pp. 940-969. https://doi.org/10.1080/0267257X.2015.1031266

Antonopoulos, Nikos; Veglis, Andreas; Gardikiotis, Antonis; Kotsakis, Rigas; Kalliris, George (2015). "Web third-person effect in structural aspects of the information on media websites". Computers in human behavior, v. 44, n. 3, pp. 48-58. https://doi.org/10.1016/j.chb.2014.11.022

Banister, Emma; Piacentini, Maria G.; Grimes, Anthony (2019). "Identity refusal: Distancing from non-drinking in a drinking culture". Sociology, v. 53, n. 4, pp. 744-761. https://doi.org/10.1177/0038038518818761

Barry, Adam E.; Bates, Austin M.; Olusanya, Olufunto; Vinal, Cystal E.; Martin, Emily; Peoples, Janiene E.; Jackson, Zachary A.; Billinger, Shanaisa A.; Yusuf, Aishatu; Cauley, Daunte A.; Montano, Javier R. (2016). "Alcohol marketing on Twitter and Instagram: Evidence of directly advertising to youth/adolescents". Alcohol and alcoholism, v. 51, n. 4, pp. 487-492. https://doi.org/10.1093/alcalc/agv128

Barry, Adam E.; Padon, Alisa A.; Whiteman, Shawn D.; Hicks, Kristen H.; Carreon, Amie K.; Crowell, Jarrett R.; Willing­ham, Kristen L.; Merianos, Ashley L. (2018a). "Alcohol advertising on social media: examining the content of popular alcohol brands on Instagram". Substance use & misuse, v. 53, n. 14, pp. 2413-2420. https://doi.org/10.1080/10826084.2018.1482345

Barry, Adam E.; Valdez, Danny; Padon, Alisa A.; Russell, Alex M. (2018 b). "Alcohol advertising on Twitter. A topic model". American journal of health education, v. 49, n. 4, pp. 256-263. https://doi.org/10.1080/19325037.2018.1473180

Bermejo-Berros, Jesús (2005). Hombre y pensamiento. El giro narrativo en ciencias sociales y humanas. Madrid: Ediciones del Laberinto. ISBN: 978 84 84832096

Bermejo-Berros, Jesús (2020). "Las nuevas estrategias persuasivas publicitarias por inducción de niveles de procesamiento psicológico". Revista mediterránea de comunicación, v. 11, n. 2, pp. 217-239. https://doi.org/10.14198/MEDCOM2020.11.2.5

Bermejo-Berros, Jesús (2021). "El método dialógico-crí­tico en educomunicación para fomentar el pensamiento narrativo". Comunicar, v. 67, pp. 111-121. https://doi.org/10.3916/C67-2021-09

Bermejo-Berros, Jesús (2022). "Masking and transfiguration of advertising in digital entertainment culture". In: Blanca Miguelez; Gema Bonales (eds.). Examining the future of advertising and brands in the new entertainment landscape. Hershey PA: IGI Global. In press. ISBN: 978 1 668439715

Brown, Stephen; Locker, Emma (2009). "Defensive responses to an emotive antialcohol message". Psychology & health, v. 24, n. 5, pp. 517-528. https://doi.org/10.1080/08870440801911130

De-Frutos-Torres, Belinda; Pastor-Rodrí­guez, Ana; Martí­n-Garcí­a, Noemí­ (2021). "Consumo de las plataformas sociales en internet y escepticismo a la publicidad". Profesional de la información, v. 30, n. 2, e300204. https://doi.org/10.3145/epi.2021.mar.04

Dunstone, Kimberley; Brennan, Emily; Slater, Michael D.; Dixon, Helen G.; Durkin, Sarah J.; Pettigrew, Simone; Wakefield, Melanie A. (2017). "Alcohol harm reduction advertisements: a content analysis of topic, objective, emotional tone, execution and target audience". BMC Public health, v. 17, 312. https://doi.org/10.1186/s12889-017-4218-7

Engestrí¶m, Yrjí¶ (2014). Learning by expanding. An activity-theoretical approach to developmental research. Cambridge: Cambridge University Press. ISBN: 978 1 107 07442 2 https://doi.org/10.1017/CBO9781139814744

Fransen, Marieke L.; Verlegh, Peeter W. J.; Kirmani, Amna; Smit, Edith G. (2015). "A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them". International journal of advertising, v. 34, n. 1, pp. 6-16. https://doi.org/10.1080/02650487.2014.995284

Gal´perin, Piotr (1969). "Stages in the development of mental acts". In: Cole, Michael; Maltzman, Irving. A handbook of contemporary Soviet psychology. New York: Basic Books, pp. 249-273. ISBN: 978 0 465028573

Henehan, Elizabeth R.; Joannes, Ansley E.; Greaney, Liam; Knoll, Susan; Wong, Qing-Wai; Ross, Craig S. (2020). "Youth cognitive responses to alcohol promotional messaging: a systematic review". Journal of studies on alcohol and drugs, v. 19, pp. 26-41. https://doi.org/10.15288/jsads.2020.s19.26

Hunt, Elle (2016). "Who is Louise Delage? New Instagram influencer not what she seems". The Guardian, Guardian news and media. https://www.theguardian.com/technology/2016/oct/06/shell-drink-to-that-fake-instagram-louise-delage-profile-highlights-alcoholism

Janssen, Meriam M.; Mathijssen, Jolanda J. P.; Van-Bon-Martens, Marja J. H.; Van-Oers, Hans A. M.; Garretsen, Henk F. L. (2013). "Effectiveness of alcohol prevention interventions based on the principles of social marketing: a systematic review". Substance abuse treatment, prevention, and policy, v. 8, n. 18. https://doi.org/10.1186/1747-597X-8-18

Knight, Rebecca; Norman, Paul (2016). "Impact of brief self-affirmation manipulations on university students´ reactions to risk information about binge drinking". British journal of health psychology, v. 21, pp. 570-583. https://doi.org/10.1111/bjhp.12186

Leontiev, Aleksei N. (1978). Activity, consciousness, and personality. Englewood Cliffs: Prentice-Hall. ISBN: 978 0 130035332

Moyo, Lungisani (2014). "Effects of alcohol advertisements and alcohol consumption amongst adolescents in selected high schools in the Eastern Cape". Mediterranean journal of social sciences, v. 5, n. 23, pp. 1649-1659. https://doi.org/10.5901/mjss.2014.v5n23p1649

Lee, Moon J. (2017). "College students´ responses to emotional anti-alcohol abuse media messages: should we scare or amuse them?". Health promotion practice, v. 20, n. 10. https://doi.org/10.1177/1524839917711639

Loman, Jeroen G. B.; Mí¼ller, Barbara C. N.; Oude-Groote-Beverborg, Arnoud; Van-Baaren, Rick B.; Buijzen, Moniek (2018). "Self-persuasion in media messages: Reducing alcohol consumption among students with open-ended questions". Journal of experimental psychology: applied, v. 24, n 1, pp. 81-91. https://doi.org/10.1037/xap0000162

Morgan, Michael; Shanahan, James; Signorielli, Nancy (2015). "Yesterday´s new cultivation, tomorrow". Mass communication and society, v. 18, n. 5, pp. 674-699. https://doi.org/10.1080/15205436.2015.1072725

Piacentini, Maria G.; Chatzidakis, Andreas; Banister, Emma N. (2012). "Making sense of drinking: the role of techniques of neutralisation and counter-neutralisation in negotiating alcohol consumption". Sociology of health & illness, v. 34, n. 6, pp. 841-857. https://doi.org/10.1111/j.1467-9566.2011.01432.x

Piaget, Jean (1980). Experiments in contradiction. University of Chicago Press. ISBN: 978 0 608094984

Piaget, Jean (1985). The equilibration of cognitive structures: The central problem of intellectual development. University of Chicago Press. ISBN: 978 0 226667829

Piaget, Jean (2006). Success and understanding. London: Routledge. ISBN: 978 0 415402330

Piaget, Jean (2015). The grasp of consciousness: Action and concept in the young child. London: Psychology Press. ISBN: 978 1 315722382

Rogoff, Barbara (1990). Apprenticeship in thinking: Cognitive development in social context. Oxford University Press. ISBN: 978 0 195070033

Rogoff, Barbara (2003). The cultural nature of human development. Oxford University Press. ISBN: 978 0 199726660

Solovieva, Yulia; Quintanar, Luis (2020). "Las acciones mentales y el problema de las etapas de su formación: siguiendo a Galperin y Talí­zina" Obutchénie. Revista de didática e psicologia pedagógica, v. 4, n. 1, pp. 59-85. http://doi.org/10.14393/OBv4n1.a2020-56472

Stanojlovic, Milena (2015). Psychological reactance in alcohol prevention campaigns among undergraduates: The role of perceived realism and self-affirmation. Madrid: Complutense University. Doctoral dissertation. https://eprints.ucm.es/id/eprint/32760/1/T36258.pdf

Stanojlovic, Milena; Cancela, Ana; Cardaba, Miguel-Ángel M.; Cuesta, Ubaldo (2020). "Anti-alcohol campaigns effects depending on target drinking levels and source perception". Health and addictions, v. 20, n. 1, pp. 43-51. https://doi.org/10.21134/haaj.v20i1.464

Stein, Jan-Phillipp; Krause, Elena; Ohler, Peter (2021). "Every (Insta)Gram counts? Applying cultivation theory to explore the effects of Instagram on young users´ body image". Psychology of popular media, v. 10, n. 1, pp. 87-97. https://doi.org/10.1037/ppm0000268

Talí­zina, Nina (1988). Psicologí­a de la enseñanza. Moscú: Editorial Progreso. ISBN: 5 01 000622 7

Van-Den-Bulk, Jan (ed.) (2020). The international encyclopedia of media psychology. New York: Wiley-Blackwell. ISBN: 978 1 118784044 https://doi.org/10.1002/9781118783764

Van"˜t-Riet, Jonathan; Ruiter, Robert A. C. (2013). "Defensive reactions to health-promoting information: an overview and implications for future research". Health psychology review, v. 7, n. 1, pp. S104-S136. https://doi.org/10.1080/17437199.2011.606782

Wertsch, James (1993). Voices of the mind: Sociocultural approach to mediated action. Harvard University Press. ISBN: 978 0 674943049

Yadav, Rajendra-Pradad; Kobayashi, Miwako (2015). "A systematic review: effectiveness of mass media campaigns for reducing alcohol-impaired driving and alcohol-related crashes". BMC Public health, v. 15, n. 857. https://doi.org/10.1186/s12889-015-2088-4

Young, Ben; Lewis, Sarah; Katikireddi, Srinivasa-Vittal; Bauld, Linda; Stead, Martine; Angus, Kathryn; Campbell, Mhairi; Hilton, Shona; Thomas, James; Hinds, Kate; Ashie, Adela; Langley, Tessa (2018). "Effectiveness of mass media campaigns to reduce alcohol consumption and harm: a systematic review". Alcohol and alcoholism, v. 53, n. 3, pp. 302-316. https://doi.org/10.1093/alcalc/agx094

Zerhouni, Oulmann; Bègue, Laurent; O´Brien, Kerry S. (2019). "How alcohol advertising and sponsorship works: Effects through indirect measures". Drug and alcohol review, v. 38, pp. 391-398. https://doi.org/10.1111/dar.12929

Publicado

2022-07-13

Cómo citar

Bermejo-Berros, J. (2022). Educational influence of knowledge of the masked presence of alcohol on Instagram on behavior change. Profesional De La información, 31(4). https://doi.org/10.3145/epi.2022.jul.04

Número

Sección

Artí­culos de investigación / Research articles