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- Title
Using Focus Groups to Formulate Effective Language for Health Communication Messages: A Media Campaign to Raise Awareness of Domestic Violence on a College Campus.
- Authors
Lederman, Linda C.; Stewart, Lea P.
- Abstract
Scholars interested in issues of applied communication research are increasingly turning to the college campus as one venue in need of health communication messages. Topics such as dangerous drinking, cigarette smoking, and drug abuse have received attention from health communication researchers (Rice & Atkin, 2001). An additional topic of concern on the college campus today is the increasing amount of violence in interpersonal relationships. This study reports the results of focus group interviews that were used in the initial phase of a health communication campaign to analyze audience perceptions of potential messages. Results of this formative evaluation (Witte, Meyer & Martell 2001) indicate the importance of using language in a health communication campaign that resonates with the target audience.
- Subjects
UNITED States; FOCUS groups; MEDICAL communication; CAMPUS violence; UNIVERSITIES &; colleges; COLLEGE students
- Publication
Qualitative Research Reports in Communication, 2003, Vol 4, p16
- ISSN
1745-9435
- Publication type
Article