NDLI: Counteracting the Influence of Peer Smoking on YouTube

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Counteracting the Influence of Peer Smoking on YouTube

Content Provider	Scilit
Author	Romer, Daniel Jamieson, Patrick E. Jamieson, Kathleen Hall Jones, Christopher Sherr, Susan
Copyright Year	2017
Description	YouTube, a popular online site for user-generated content, is emerging as a powerful source of peer modeling of smoking. Previous research suggests that in counteracting such influence, health messages may inadvertently increase the perceived prevalence of drug use (a descriptive norm) without reducing its acceptability (injunctive norm). This research tested the ability of health messages to reduce the social acceptability of peer smoking on YouTube despite enhancing its perceived prevalence. In an online experiment with 999 adolescents, participants were randomly assigned to view one of two videos: (a) a mosaic displaying a variety of YouTube videos of adolescents smoking followed by a message about the mortality risk to those smokers, or (b) a control video on a health topic unrelated to smoking. Although exposure to the adolescent YouTube smokers increased perceived prevalence among some participants, it simultaneously increased beliefs about smoking's adverse health outcomes and negative attitudes toward smoking, effects that were associated with reductions in injunctive norms of social acceptability. Interventions that communicate the severity and scope of health risks associated with smoking may undercut the descriptive normative effects of peer modeling of smoking on social media sites such as YouTube.
Related Links	http://europepmc.org/articles/pmc5504530?pdf=render https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5504530/pdf
Ending Page	345
Page Count	9
Starting Page	337
ISSN	10810730
e-ISSN	10870415
DOI	10.1080/10810730.2017.1290164
Journal	Journal of Health Communication
Issue Number	4
Volume Number	22
Language	English
Publisher	Informa UK Limited
Publisher Date	2017-04-03
Access Restriction	Open
Subject Keyword	Communication Film, Radio and Television Peer Modeling Social Media Social Norms Youth Smoking Youtube
Content Type	Text
Resource Type	Article
Subject	Health (social science) Public Health, Environmental and Occupational Health Library and Information Sciences Communication

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