Do They Hear You Now? Effectiveness of a Social Norm Mass Media Campaign on a Rural Campus

Location

CSU 255

Start Date

27-4-2009 8:00 AM

End Date

27-4-2009 10:00 AM

Student's Major

Psychology

Student's College

Social and Behavioral Sciences

Mentor's Name

Dawn Albertson

Mentor's Department

Psychology

Mentor's College

Social and Behavioral Sciences

Second Mentor's Name

Emily Stark

Second Mentor's Department

Psychology

Second Mentor's College

Social and Behavioral Sciences

Description

During the Fall of 2007, several fatalities occurred which were perceived to be alcohol-related and created a community and campus demand for action toward improving student drinking choices. In response to this demand, a low visibility safe-drinking campaign that had been on campus since 2006 was elevated to a frillblown social norm mass media campaign. Blane and Hewitt (1980) argue that social norm mass media campaigns effectively alter knowledge base and occasionally attitudes, but rarely alter behavior, while Whitehead (1979) found that poor implementation often leads to campaign failure. The goal of this project was to determine if the campus social norm mass media campaign altered MSU student drinking behaviors and attitudes toward alcohol, and, if not, possible causes for limited campaign success.

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Apr 27th, 8:00 AM Apr 27th, 10:00 AM

Do They Hear You Now? Effectiveness of a Social Norm Mass Media Campaign on a Rural Campus

CSU 255

During the Fall of 2007, several fatalities occurred which were perceived to be alcohol-related and created a community and campus demand for action toward improving student drinking choices. In response to this demand, a low visibility safe-drinking campaign that had been on campus since 2006 was elevated to a frillblown social norm mass media campaign. Blane and Hewitt (1980) argue that social norm mass media campaigns effectively alter knowledge base and occasionally attitudes, but rarely alter behavior, while Whitehead (1979) found that poor implementation often leads to campaign failure. The goal of this project was to determine if the campus social norm mass media campaign altered MSU student drinking behaviors and attitudes toward alcohol, and, if not, possible causes for limited campaign success.

Recommended Citation

Appel, Jessica. "Do They Hear You Now? Effectiveness of a Social Norm Mass Media Campaign on a Rural Campus." Undergraduate Research Symposium, Mankato, MN, April 27, 2009.
https://cornerstone.lib.mnsu.edu/urs/2009/oral-session-03/4