How Social Media Comments Inform the Promotion of Mask-Wearing and Other COVID-19 Prevention Strategies.

Current COVID-19 messaging efforts by public health departments are primarily informational in nature and assume that audiences will make rational choices in compliance, contradicting extensive research indicating that individuals make lifestyle choices based on emotional, social, and impulsive factors. To complement the current model, audience barriers to prevention need to be better understood. A content analysis of news source comments in response to daily COVID-19 reports was conducted in Montana, one of the states expressing resistance to routine prevention efforts.

Variations in Involvement: Motivating Bystanders to Care for Senior Citizens.

Purpose: The purpose of this study was to determine the impact of a senior service advertising campaign designed to increase volunteerism and financial donations among bystanders.

Design/methodology/approach: A cross-sectional mail survey was administered to 2,500 adults; 384 usable responses were obtained. Survey responses were analyzed by level of exposure and involvement in senior care.

Navigating the gender minefield: An IPV prevention campaign sheds light on the gender gap.

This article examines how differences in male and female views about intimate partner violence (IPV) contributed to divergent responses to a prevention campaign conducted in the western USA. The study examines focus groups (n = 22) and in-depth interview data (n = 13) collected during campaign development to shed light on quantitative results indicating that women (but not men) increased their perceived severity of domestic violence and awareness of services from pre-test to post-test, while male attitudes moved in the opposite direction. Results of the qualitative study provide the basis for the authors' conclusions about why reactions differed: (1) men's unwillingness to view abuse within a gender context limits men's ability to accept the inequity in statistically demonstrated male and female roles as perpetrators and victims; (2) male resentment of existing gender stereotypes contributed to a rejection of campaign messages that utilised gender prevalence statistics to depict images showing men as perpetrators and women as victims; and (3) victim blaming attitudes contributed to resistance to empathy for victims depicted in the campaign.

Media interventions to promote responsible sexual behavior.

While the media have been used effectively to promote sexual responsibility in other countries for decades, few such opportunities have been seized in the United States. Mass media may be especially useful for teaching young people about reproductive health because elements of popular culture can be used to articulate messages in young people s terms, in language that won t embarrass them and may even make safe sex more attractive. Media can potentially change the way people think about sex, amidst cultural pressures to have sex at a young age, to have sex forcefully, or to have unsafe sex.

STD/HIV prevention for teenagers: a look at the Internet universe.

The objective was to determine how the Internet is used to promote sexual health among adolescents. Six key words were entered into three search engines producing 87,180 results. Three percent (n = 36) were educational Web sites targeted at teenagers and covered a range of sexually transmitted diseases (STDs).