Title of talk: Assessing Behavioral Effects of Exposure to Ordinary Media Content: some theory, some methods, and some evidence
Abstract: In 2009 I presented a colloquium talk with the same title. With this talk, I offer an updated version with new results and new methods, focusing on the major study we have in the field now about media effects on youth and young adult use of tobacco and e-cigarettes. I will explore the underlying conceptualization of effects that drives the design of the study and present some early results. This study asks about the effects of exposure to traditional and new media, using 42 months of data from a massive machine-based content analysis matched to a continuous survey of nationally representative samples of 13-25 year olds.
About Robert Hornik
Robert Hornik is the Wilbur Schramm Professor of Communication and Health Policy at the Annenberg School for Communication. Professor Hornik's research areas include public health communication, mass media effects, research methodology, evaluations of large-scale public health communication interventions, studies of effects of mass media coverage on health behavior, and cancer communication.
He is co-director of the Penn Tobacco Center of Regulatory Science (TCORS), and led the Center of Excellence in Cancer Communication Research (CECCR) at Penn from 2003-2014. Recently completed research examined how Americans are affected by their exposure to information about cancer prevention, screening and treatment. Current research projects include: 1) a five year study of the effects of new and old media content on tobacco beliefs and behavior among youth and young adults, 2) development and validation of methods to choose preferred message themes for communication campaigns.