H1N1 Media Messages’ Effects on College Students’ Knowledge, Attitudes, and Behavior

Investigators:

Caroline Foster, School of Journalism and Mass Communications doctoral student
Alexis Koskan, Department of Health Promotion, Education, and Behavior doctoral student
India Rose, Department of Health Promotion, Education, and Behavior doctoral student
Jack Karlis, School of Journalism and Mass Communications doctoral student

Abstract:

This study qualitatively accessed how media and interpersonal messages influenced college students’ knowledge, attitudinal, and behavioral responses to the 2009 H1N1 pandemic. Sixty college students participated in five focus groups that were conducted during Fall, 2009, during the height of the H1N1 epidemic. Results suggest that the oversaturation of the media’s H1N1 messages led students to overlook the importance of H1N1 messages. The disconnect between H1N1 risks reported by the media and reality lessened the credibility of the information. Despite this, college students reported using basic flu prevention behaviors to avoid H1N1. Findings also suggest that an emphasis should be placed on communicating important public health messages to the college-aged community through opinion leaders instead of solely through media channels. New media (i.e. email and text messaging) should be utilized as a means of communicating crucial public emergency information only if the emergency serves a real and eminent threat to the college community.

Dissemination:

Foster, C., Koskan, A., Rose, I., Karlis, J., and Tanner, A. (2010, November) "Impacts of H1N1 messages on college students' knowledge, attitudes and information-seeking behavior," American Public Health Association (APHA) 138th APHA Annual Meeting, Denver.

Karlis, J., Foster, C., Koskan, A., Rose, I. Perceptions behind preparedness: Mediated and unmediated H1N1 messages and their impacts on college students’ knowledge, attitudes and behavior.  University of South Carolina Graduate Student Day, Columbia, SC, February 26, 2010.  (Oral session).

Koskan, A., Foster, C., Karlis, J., Rose, I., & Tanner, A.  Student Responses to H1N1 Media: A Case Study.  Disaster Prevention and Management.  (Submitted for Review).