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, 2 (1-2), 134-151

Population-Based Assessment of Exposure to Risk Behaviors in Motion Pictures

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Population-Based Assessment of Exposure to Risk Behaviors in Motion Pictures

James D Sargent et al. Commun Methods Meas.

Abstract

The aim of most population-based studies of media is to relate a specific exposure to an outcome of interest. A research program has been developed that evaluates exposure to different components of movies in an attempt of assess the association of such exposure with the adoption of substance use during adolescence. To assess exposure to movie substance use, one must measure both viewing time and content. In developing the exposure measure, the study team was interested in circumventing a common problem in exposure measurement, where measures often conflate exposure to media with attention to media. Our aim in this paper is to present a validated measure of exposure to entertainment media, the Beach method, which combines recognition of a movie title with content analysis of the movie for substance use, to generate population based measures of exposure to substance use in this form of entertainment.

Figures

FIGURE 1
FIGURE 1
Schematic for Dartmouth Media Exposure Assessment.
FIGURE 2
FIGURE 2
Quantile distribution of the number of movies (out of 50 possible) seen by the adolescent respondent on a survey of U.S adolescents, 2003.
FIGURE 3
FIGURE 3
Relation between the number of movies (out of 50 possible) an adolescent reports seeing and the popularity of the movie among the adolescent respondents (U.S. random digit dial sample of adolescents, 2003)
FIGURE 4
FIGURE 4
Cross-sectional relation between lifetime and 30-day smoking means and exposure to movie smoking from a Northern New England sample of middle school adolescents, 1999.

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