Citation

Wray RJ, Hornik RM, Gandy OH, Stryker J, Ghez M, Mitchell-Clark K. J. Health Commun. 2004; 9(1): 31-52.

Affiliation

Health Communication Research Laboratory, Saint Louis University School of Public Health, Saint Louis, Missouri 63104, USA.

Copyright

(Copyright © 2004, Informa - Taylor and Francis Group)

DOI

10.1080/10810730490271656

PMID

14761832

Abstract

This article reports on the evaluation of "It's Your Business," a dramatic radio serial promoting domestic violence prevention in the African-American community that was made available for national broadcast. Radio stations in 4 study cities committed to airing the broadcasts. However, in only 1 of the 4 was the broadcast carried out in even a limited way. Consequently, only data from one city could be used to assess impact. Even there only 9 percent of the sample could confidently be called exposed, answering a recall question correctly and claiming to hear more than 2 episodes. These moderately exposed respondents scored higher than non-exposed respondents on 21 out of 27 anti-domestic violence beliefs and behaviors; 10 differences were statistically significant. However, the moderate exposure group only displayed stronger outcomes than a group who claimed exposure but could not recall much about the program in 2 out of the 27 outcomes at a statistically significant level. We conclude that the association of moderate exposure and anti-domestic violence outcomes was most likely an artifact of selective perception, and not a result of exposure alone. The evaluation points to the need to better understand how exposure can be achieved to complement our work on developing messages.

Language: en