Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

CiteULike is a free service for managing and discovering scholarly references - click here to get started.

Sign In to gain access to subscriptions and/or personal tools.
The ANNALS of the American Academy of Political and Social Science
This Article
Right arrow Full Text (PDF)
Right arrow References
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Similar articles in Web of Science
Right arrow Alert me to new issues of the journal
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Request Reprints
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via Google Scholar
Right arrow Citing Articles via Scopus
Google Scholar
Right arrow Articles by Hornik, R.
Right arrow Search for Related Content
Social Bookmarking
Add to CiteULike   Add to Complore   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati   Add to Twitter  
What's this?

Personal Influence and the Effects of the National Youth Anti-Drug Media Campaign

Robert Hornik

Annenberg School for Communication, University of Pennsylvania

Personal Influence (Katz and Lazarsfeld 1955/2006) put forward and tested a variety of hypotheses about how social contexts constrain media effects. Five such hypotheses are described: three about interactions of media exposure with social context (Stability, Conformity, and Instrumental) and two about two-step flow effects (Relay and Message Interpretation). Each is tested here with data from the evaluation of the National Youth Anti-Drug Media Campaign. The evaluation of the campaign has suggested boomerang outcomes—more exposure to the campaign led to more interest in marijuana use. This article examined whether those effects were magnified through interactions with siblings. In general, no evidence showed that older siblings' beliefs or behavior interacted with younger siblings' exposure to campaign messages in producing effects. However, evidence showed that the two-step flow did operate: older siblings were themselves affected by their own exposure to the campaign and, in turn, affected the beliefs and behaviors of their younger brothers and sisters.

Key Words: mass media • personal influence • drug use • two-step flow • sibling • antidrug campaign

The ANNALS of the American Academy of Political and Social Science, Vol. 608, No. 1, 282-300 (2006)
DOI: 10.1177/0002716206291972
Add to CiteULike CiteULike   Add to Complore Complore   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati   Add to Twitter Twitter    What's this?