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A pilot study to increase adolescents' media literacy skills: Using a social marketing approach to co-create a program to be tested within various school settings

Author

Listed:
  • B. Chapoton

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne, UJM - Université Jean Monnet - Saint-Étienne)

Abstract

The proportion of cancer-related deaths attributed to avoidable behaviors, notably tobacco and alcohol consumption, has been a longstanding concern. Cancer, the second leading cause of death in the EU, underscores the urgency for sustainable cancer prevention efforts. Adolescence, characterized by a propensity for experimenting with new experiences and engaging in risky behaviors, including tobacco (traditional cigarettes, cannabis, etc.) and alcohol consumption, poses a significant challenge. Media, especially Social Networking Sites (SNS), serve as platforms for disseminating information and values associated with Tobacco and Alcohol Products (TAP). Online publications often depict behaviors and situations that may influence adolescents positively or negatively. Developing Media Literacy Skills (MLS)—the ability to critically analyze and utilize information from the media—is crucial in cultivating a discerning mindset against the influence tactics prevalent on SNS. Hence, the TARéSo-Pil project (Tobacco & Alcohol products on Social Networking Sites – a pilot study) aims to co-create a pilot program. This program integrates a comprehensive preventive curriculum addressing the influence of TAP content on SNS and outlines a framework for its implementation within the French national education curriculum. The program's modules aim to enhance adolescents' MLS to counter the influence of SNS messages promoting TAP consumption, contrary to maintaining good health. Stakeholders and educators will be provided with customizable modules to facilitate their integration into existing school-based prevention efforts while fostering MLS development. The program emphasizes active participant involvement, aiming for ownership of the tool and skill enhancement for both facilitators and adolescents. Special emphasis will be placed on implementing an action plan utilizing social marketing techniques to encourage the adoption of recommended behaviors. This presentation elucidates the process involved in creating the project and the collaborative efforts of partners in co-creating the program, integrating a social marketing approach.

Suggested Citation

  • B. Chapoton, 2024. "A pilot study to increase adolescents' media literacy skills: Using a social marketing approach to co-create a program to be tested within various school settings," Post-Print hal-04748402, HAL.
    • Handle: RePEc:hal:journl:hal-04748402
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