Media Literacy Is A Science Based Approach to Prevention

"Because the (Office on National Drug Control Policy) Campaign's entire strategy acknowledges the power and influence of media on America's youth, it is important and appropriate for the initiative to help young people develop their critical thinking skills by further investing in media literacy."

-- Helping Youth Navigate the Media Age: A New Approach To Drug Prevention,
Findings of the ONDCP National Youth Anti-Drug Media Campaign,
Media Literacy Summit, held at the White House, June 1, 2001.

We Know Media Causes Addiction & Violence

• Teens that see R-rated movies are 3 times more likely to drink and smoke.(1)
• Advertising influences children to smoke twice as much as does peer pressure. (2)
• The amount of money spent by beer companies to advertise selected beer brands predicts students' responses regarding brand awareness, preference, use, and loyalty. (3)
• Children who are more aware of beer advertisements have more favorable attitudes toward drinking, and are more likely to report an intention to drink beer once they are adults. (4)
• Over four thousand studies have been done showing the relationship of screen violence to individual's aggression. In 1972 the Surgeon General said, "The controversy is over; watching violence makes children more aggressive." (5)

Research Shows Media Literacy an Effective Prevention Tool

• One-third of teen smokers attempted quitting after attending a 45 minute media literacy talk. (6)
• Third graders given media literacy training around alcohol ads were less likely to rate alcohol ads positively, were less attracted to alcohol promotional material, and showed greater disdain for alcohol commercials. (7)
• Middle School students significantly changed Òsocial expectanciesÓ about drinking after attending a 45-minute media literacy presentation on alcohol advertising. (8)
• Significant changes in children's attitudes about media violence were found after just two media literacy sessions. Teachers and peers reported significantly less instances of students hitting each other. (9)
• Very brief instruction in media literacy given to women in college produced significant reductions in appearance- and weight-related anxiety, and in idealization of the slenderness embodied by fashion models and actresses. (10)

Dr. DeBenedittis is one of America's leading experts on using media literacy for prevention. He's consulted to the Centers for Disease Control, the American Medical Association, and the Robert Wood Johnson Foundation, among a host of other respected clients. Please use the menus above to learn more about the topics and audiences Dr. D. addresses in his custom made presentations. Learn more about booking Dr. D. for your event.

References:

1. http://www.acponline.org/journals/ecp/janfeb02/dalton.htm
2. New Mexico Department of Health, 1999--Cigar Smoke Prevention Video Production.
3. Gentile, D. A., Walsh, D. A., Bloomgren, B. W., Atti, J. A., & Norman, J. A. (2001, April). Frogs sell beer: The effects of beer advertisements on adolescent drinking knowledge, attitudes, and behavior. Paper presented at the 2001 Society for Research in Child Development Biennial Conference, Minneapolis, MN.
4. Grube, J. W., & Wallack, L. (1994). Television beer advertising and drinking knowledge, beliefs, and intentions among schoolchildren. American Journal of Public Health, 84, 254-259.
5. Surgeon General's Report
6. Post tests given to over 400 students at 12 New Mexico Middle and High Schools. Reported in grant summary to NM Dept. of Health by Dr. Peter DeBenedittis, 1998.
7. Austin EW, Johnson KK. Effects of general and alcohol-specific media literacy training on children's decision making about alcohol. J Health Communication 1997; 2:17-42.
8. Peter DeBenedittis, Ph.D., et. al. Media Literacy: Prevention Children Love to Learn! Presented to the Alcohol Policy XII Conference--Alcohol & Crime Research for Practice and Prevention. Washington D.C. June 12, 2000.
9. Huesman LR, Eron LD, Klein R, Brice P, Fischer P. Mitigating the imitation of aggressive behaviors by changing children's attitudes about media violence. J Personality Social Psychology 1983; 44:899-910.
10. Stormer, SM & Thompson, JK (1995, November) The effect of Media Images and Sociocultural beauty ideals on college-aged women: A Proposed Psychoedcuational Program. Paper presented at the annual meeting of the Association for the Advancement of Behavior Therapy, Washington, DC.