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Abstract
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OBJECTIVE To examine understanding of and engagement with news messages about paediatric injury research findings in mothers of young children.
Methods We conducted six focus groups with 49 mothers of young children (<6 years of age) in which participants were shown three videos of televised news stories discussing paediatric injury research (car seats, household poisoning, high chairs). After viewing each story, mothers individually completed recall exercises and questions about engagement with story elements and then discussed reactions to injury content.
Results Almost all mothers who participated (94-98%) recalled key information about the injury event depicted, but recall of statistical information was not as robust (51-82%). Prevention guidelines were 'most interesting' to a few mothers (16-18%); however, the majority was most interested in the narrative/story or the number of injuries presented. Mothers' discussion of story content revealed clear engagement with the dangers posed and the stories presented. Specific elements of the narrative presented in the story shaped engagement as did mothers' understanding of the statistics presented and the way that the research process was understood.
Conclusion Researchers and communication professionals who design news stories intended to convey important injury information should consider whether the story elements (type of family portrayed, use of statistics) will be compelling to the intended audience. Our study suggests that including guidelines and recommendations on how to mitigate the injury hazard are important to mothers of young children, while statistical information needs to be contextualised if presented, as it is not necessarily compelling or easily comprehensible.
Abstract from Safety 2016 World Conference, 18-21 September 2016; Tampere, Finland. Copyright © 2016 The author(s), Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://group.bmj.com/group/rights-licensing/permissions
Language: en |