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“UNDER THE RADAR”: THE RELATIVE EFFECTIVENESS OF GAY-VAGUE,
GAY-EXPLICIT, AND CONTROL ANTI-SMOKING MESSAGES FOR TARGETED
AND NONTARGETED AUDIENCES
by
Linda Alexander
__________________________________________________________________
A Dissertation Presented to the
FACULTY OF THE GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
DOCTOR OF PHILOSOPHY
(COMMUNICATION)
December 2009
Copyright 2009 Linda Alexander
Object Description
| Title | “Under the radar”: the relative effectiveness of gay-vague, gay-explicit, and control anti-smoking messages for targeted and nontargeted audiences |
| Author | Alexander, Linda |
| Author email | lalexand@usc.edu; alexanl@wlac.edu |
| Degree | Doctor of Philosophy |
| Document type | Dissertation |
| Degree program | Communication |
| School | Annenberg School for Communication |
| Date defended/completed | 2009-09-09 |
| Date submitted | 2009 |
| Restricted until | Unrestricted |
| Date published | 2009-10-05 |
| Advisor (committee chair) | Miller, Lynn C. |
| Advisor (committee member) |
Read, Stephen Cody, Michael |
| Abstract | Smoking kills over 440,000 individuals annually. Lesbian, gay, bisexual, and transgendered (LGBT) individuals, compared to non-LGBT individuals, are especially likely to smoke. Anti-smoking messages that are effective for LGBT individuals, but that also reach non-LGBT individuals would be desirable: But, to date, no research has specifically examined this. Based on theoretical foundations developed by psychologists and marketing researchers, two studies (one each for LGBT and non-LGBT) were conducted. In Study 1, using a within subjects design, 61 LGBT individuals viewed eight messages that differed in whether they specifically targeted LGBT individuals (in an explicit or vague way) or did not (control). The dependent measures were the perception that a message was intended for the individual, message effectiveness, and the likelihood of sharing anti-smoking concerns with others after exposure to a message. To avoid order effects, a balanced Latin square design was used such that each message appeared before and after every other message. Study 2 used the same design and stimulus materials as in Study 1: However, the 209 participants were heterosexuals. Analyses revealed that homosexuals and heterosexuals differ in their patterns of responses to these messages. An intriguing finding was that when both LGBT and non-LGBT audiences are exposed to the same health message, “gay-vague” messages that provide symbols but no explicit text might best facilitate LGBT receptivity and mitigate non-LGBT reactivity. Based on these findings, public health campaigns that target a minority population may be able to reach non-target as well as target populations by using less explicit messages. |
| Keyword | health communication; anti-smoking messages; LGBT; gays |
| Geographic subject (country) | USA |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m2644 |
| Rights | Alexander, Linda |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | http://www.usc.edu/isd/libraries/services/ask_a_librarian/email/ |
| Filename | etd-ALEXANDER-3271 |
| Archival file | uscthesesreloadpub_Volume56/etd-ALEXANDER-3271.pdf |
Description
| Title | Page 1 |
| Full text | “UNDER THE RADAR”: THE RELATIVE EFFECTIVENESS OF GAY-VAGUE, GAY-EXPLICIT, AND CONTROL ANTI-SMOKING MESSAGES FOR TARGETED AND NONTARGETED AUDIENCES by Linda Alexander __________________________________________________________________ A Dissertation Presented to the FACULTY OF THE GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree DOCTOR OF PHILOSOPHY (COMMUNICATION) December 2009 Copyright 2009 Linda Alexander |
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