Effects of a Media Literacy Program in the US on Children's Critical Evaluation of Unhealthy Media Messages about Violence, Smoking, and Food

Abstract

This study evaluates the effectiveness of the Media Power Youth health-focused media literacy program. Using a susceptibility reduction strategy, this program seeks to develop participants' media-literacy beliefs and skills to enhance their ability to critically evaluate portrayals of violence, substance use, and non-nutritional eating. It was implemented in fifth-grade classes at two elementary schools in the Northeastern United States. A third school served as a nontreatment control group. Evaluation results indicated significant increases in students' understanding that (1) media violence is often glorified, unrealistic, and can make children act more violently, and (2) advertising can make smoking and fast foods look healthy and can affect children's desires and behaviors. Students' ability to apply media-literacy skills to new media portrayals was also enhanced. Findings are discussed in terms of the Habits of Thought and the Health Beliefs Models, and benefits of integrating such programs into existing courses of study are described.

Keywords:

• advertising
• critical evaluation
• elementary school
• media effects
• media literacy
• media violence
• nutrition
• tobacco

Acknowledgements

This project was funded in part by grants from the Cabot Family Foundation, the US Department of Health and Human Services Substance Abuse and Mental Health Services Administration, and support from the Center on Media and Child Health, Children's Hospital Boston. The authors would like to thank all the research assistants who contributed to this work, including Carolyn Lertzman, Jason Silverstein, and Isabel Lopes. We would also like to thank Rona Zlokower, Lydia Henry, Laura Burbine, Rick Watrous, the entire staff of Media Power Youth, and the administration and fifth grade faculty of the participating school district.

Notes

^1. For more information about the MPY program visit their website (www.mediapoweryouth.org) or contact Rona Zlokower, Executive Director ([email protected]).