Debbie Treise

Understanding the “Social Gifts” of Drinking Rituals: An Alternative Framework for PSA Developers

Abstract Binge drinking behavior has been described as the most significant health hazard on college campuses today. Using definitions of ritual behavior drawn from the literature, the authors conducted focus groups, depth interviews, and participant observations to explore the ritualized nature of alcohol beverage consumption among college students at two large universities. The themes that emerged provide an understanding of the rituals associated with college student drinking. With the drinking-as-ritual interpretation as a theoretical framework, the authors discuss how developers of public service announcements (PSAs) could capture and contextualize drinking rituals and thus make PSAs more relevant to the target audience. They provide examples of PSAs that could be tested.

Advancing Science Communication A Survey of Science Communicators

Scholars of science communication have identified many issues that may help to explain why science communication is not as “effective” as it could be. This article presents results from an exploratory study that consisted of an open-ended survey of science writers, editors, and science communication researchers. Results suggest that practitioners share many issues of concern to scholars. Implications are that a clear agenda for science communication research now exists and that empirical research is needed to improve the practice of communicating science

Cultivating the Science Internet Audience Impact of Brand and Domain on Source Credibility for Science Information

This two-part study examines factors that can influence the perceived credibility of a science Web site. In the first part, respondents answered questions about their perceptions of science sites with the .com and .gov domain. Findings suggest that sites with a .gov domain are perceived to be more credible. Part 2 is an experiment in which respondents read a short science article from a site. Participants were randomly assigned to experimental conditions in which they were led to believe the site was from either a high- or moderate-credibility source and from a domain that contained either a .gov or .com extension. Ratings of the author, source, and the article were systematically influenced by the manipulations. Implications for science Web sites are presented in the discussion.

Attracting Teen Surfers to Science Web Sites

Attracting teens to science Web sites can be difficult because teens spend less time online than other groups and because teens most frequently use the Internet for social and entertainment gratifications. Two studies sought to increase understanding about how to attract teens to science Web sites. The first study was a content analysis of state-of-the-art science Web sites and popular non-science teen Web sites. The second study used teen focus groups to gain insights about their Internet use and about how they use the Web to find science information. Implications from both studies for improving Web-mediated science communication to a teenage audience are discussed.

Development and Evaluation of a Patient Empowerment Video to Promote Hydroxyurea Adoption in Sickle Cell Disease

BACKGROUND For the last decade, compelling evidence on hydroxyurea (HU) efficacy in certain adult patients with sickle cell disease (SCD) has supported recommendations for use of this drug to decrease morbidity and medical costs. Despite these benefits, HU therapy is underused in patients meeting treatment criteria. The purpose of this study was to develop and evaluate an educational video to empower patients and their families to initiate a conversation with their physicians on the benefits and risks of HU, encouraging a shared decision-making process. METHODS Patients with SCD and physicians with prominence in the sickle cell community were selected to participate in the video based on their communication skills. They were encouraged to answer interview questions on camera with language that could be easily understood by all patients. Two focus groups participated in the development process verifying the messages in the video were clear and easy to understand. A pre- and postdesign survey of patients was performed to assess patient acceptability and utility of the video. RESULTS A 15-minute educational video was produced and modified from input of the focus groups. Impact of the refined educational video was evaluated with a patient survey. Patients expressed a strong desire after viewing the video to learn about potential benefits of HU. Furthermore, the video was useful in heightening the intent of patients to ask their health care providers about HU therapy.

DTC genetic testing companies fail transparency prescriptions

In 2007, the American Society of Human Genetics issued recommendations for what the new and largely self-regulating industry offering genetic tests directly to consumers should disclose to potential customers. Websites for every DTC company offering health-related genetic tests as identified by a public policy group were evaluated for compliance with those transparency recommendations. The results showed that only six of the 25 companies studied met even 70% of the standards and that overall, the industry complied with the disclosure standards just 44% of the time. Further, the study revealed that even when companies met the letter of the law, they often failed to disclose to consumers the shortcomings associated with the tests and thus promoted genetic determinism. By failing to meet the spirit of the ASHG transparency recommendations, the DTC genetic testing industry demonstrates disdain toward the ethical principle of informed consent.

AIDS public service announcements: effects of fear and repetition on predictors of condom use.

Abstract An experiment examined the effects of varying levels of fear and message repetition in a radio public service announcement (PSA) on attitudes toward and intentions to use condoms. Predictions were derived from the Theory of Reasoned Action and Fazios accessibility model. Results suggest that repetition and fear have important effects on intentions to use condoms and attitudes toward using condoms, even after accounting for inputs specified by the Theory of Reasoned Action In addition, frequency affected the relative weights of attitudinal versus normative effects on intentions, suggesting that PSAs may be able to affect attitudes and intentions through spontaneous attitude activation as described by Fazio (1990).

Advertising and Marketing in Cross-Functional Instruction.

For almost 30 years, advertisingeducators have been concerned with the lack of cooperation and understandingbetween the advertising and marketing disciplines (Ross, 1965; 1991;Wright, 1980). Similarly, on the marketing side, educators and practitioners alike have called for a clearer understanding of advertising’s emerging role in the business forum and the need to understand the cross-functional links of the marketing and advertising departments (Kanter, 1983). The concerns often culminate in a territorial debate over whether advertising is best placed within a business or journalism/communication program (Lancaster, Katz and Cho, 1992). However, Mandell (1975) has urged a curriculum whereby both business and communication elements are combined into an interdisciplinary degree. Likewise, Kanter (1983) argues that ultimately on the business front: Departments will need to be brought together. We need to encourage cross-fertilization through exchange of people and mobility across areas. We must bring together teams of people from different areas who share responsibility for some aspect of the same end product. The present authors attempted to address this concern educationally by bringing together students from an advertising creative class (taught in an advertising department housed in a college of communication) with students from a promotion management class (taught in a marketing department housed in a college of business administration). The ultimate aim of this educational experiment was to help the students understand the tasks of each discipline as well as to help them recognize the cross-functional nature of their jobs in attaining a task-integrated end goal (an integrated marketing communication plan for an actual client).

The best of intentions: patients’ intentions to request health care workers cleanse hands before examinations

Abstract The Centers for Disease Control and Prevention (CDC) recommends that patients ask health care providers to cleanse their hands in the patients’ presence for each examination. This study investigates the utility of the recommendation in light of potential challenges stemming from norms in the provider–patient relationship. In addition, we investigate the role of individual differences that may make such a discussion especially difficult (e.g., interaction anxiety) or seem inappropriate (e.g., authoritarianism). We also seek to identify how well-known predictors of behavioral intentions (i.e., attitudes, subjective norms, efficacy, outcome benefits and costs) affect intentions to perform this specific behavior. In total, 250 hospitalized, postsurgical patients were asked about their own likelihood of following the CDC recommendation. They were also asked to view and respond to video depictions of a doctor and patient interaction that varied the presence of a patient request and a doctor’s cleansing. Results of the study suggest the CDC recommendation, without additional considerations, is unlikely to reduce dangers posed by health care worker transmission of infectious disease.

Advertising Ethics: South Korean and American Perceptions and Ideology

This study compares the perceptions and ethical evaluations of select advertising controversies between U.S. and South Korean cultures. In addition, the utility of using ethical ideologies, as measured by the Ethics Perception Questionnaire (EQP), is examined. Results suggest a surprising level of similarity between the two cultures regarding perceptions of advertising practices. The role of ideology factors strongly into theses evaluations as measured by the EQP.