Immediate and Delayed Effects of Media Literacy Training on Third Graders' Decision Making for Alcohol

Abstract

A Solomon 4-group style experiment (N = 246) tested the immediate and delayed effectiveness of media literacy training on third-grade children's perceptions of alcohol advertising, alcohol norms, expectancies for drinking, and behaviors toward alcohol. Short-term effects were found for understanding of persuasive intent, perceptions of realism, desirability, social norms for alcohol use, and predrinking behavior. Results retained significance at delayed posttest for perceived realism and identification. Some gender differences existed. A model of television interpretation processes that accounts for both logical and affective routes to decision making among children received support. The results suggest that media literacy training can have both immediate and delayed effects on children's use of television portrayals of alcohol use to make decisions about alcohol.