Education Commons^™

From Kids, Through Kids, To Kids: Examining The Social Influence Strategies Used By Adolescents To Promote Prevention Among Peers, Janice L. Krieger, Samantha Coveleski, Michael L. Hecht, Michelle Miller-Day, John W. Graham, Jonathan Pettigrew, Allison Kootsikas

Communication Faculty Articles and Research

Recent technological advances have increased the interest and ability of lay audiences to create messages; however, the feasibility of incorporating lay multimedia messages into health campaigns has seldom been examined. Drawing on the principle of cultural grounding and narrative engagement theory, this article seeks to examine what types of messages adolescents believe are most effective in persuading their peers to resist substance use and to provide empirical data on the extent to which audience-generated intervention messages are consistent with the associated campaign philosophy and branding. Data for the current study are prevention messages created by students as part of a …