Examining the Effects of Mass Media Campaign Exposure and Interpersonal Discussions on Youth's Drug Use: The Mediating Role of Visiting Pro-Drug Websites

Abstract

To extend past research on interpersonal communication and campaign effects, we hypothesized that anti-drug mass media campaign message exposure indirectly affects visiting anti- and pro-drug websites through targeted parent–child and friend-to-friend communication against drugs, as well as through having drug-related discussions during organized group activities. Second, we posited that engaging in anti-drug interpersonal communication indirectly affects adolescents' drug use through two intervening variables: visiting anti-drug websites and visiting pro-drug websites. Using self-reported longitudinal data from 2,749 youth, we found that as youth reported higher levels of anti-drug mass media campaign message exposure, they were more likely to talk to friends about the bad consequences of drugs, how to avoid drugs, and anti-drug ads. In turn, however, they were more likely to visit pro-drug websites, and subsequently, to smoke cigarettes.

Acknowledgments

The data reported herein were collected under the auspices of NIDA contract N01DA-8-5063. The data were subsequently obtained via the National Survey of Parents and Youth Center, NIDA contract N01DA-5-5532.