Educational influence of knowledge of the masked presence of alcohol on Instagram on behavior change

  1. Bermejo-Berros, Jesús 1
  1. 1 Universidad de Valladolid
    info

    Universidad de Valladolid

    Valladolid, España

    ROR https://ror.org/01fvbaw18

Revista:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Año de publicación: 2022

Título del ejemplar: Media psychology

Volumen: 31

Número: 4

Tipo: Artículo

DOI: 10.3145/EPI.2022.JUL.04 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: El profesional de la información

Resumen

La estrategia push de las campañas anti-alcohol dirigidas a jóvenes, tanto en medios de comunicación tradicionales como en las redes sociales, ha mostrado una limitada capacidad para contribuir a desarrollar conductas saludables. Aun cuando los jóvenes conocen los efectos perniciosos del alcohol, desarrollan actitudes de reactancia, reacciones de autoafirmación, respuestas defensivas y neutralización de los intentos persuasivos de los mensajes institucionales. Es necesario buscar nuevas estrategias educativas de comunicación que sean eficaces para modificar las conductas favorables al consumo de alcohol entre los jóvenes. Esta investigación busca implementar un método educativo que favorezca ese cambio hacia conductas saludables. Partiendo de la campaña en Instagram "Like my addiction", 124 jóvenes (M=23,6, DM=2,8) participan durante tres semanas en tres fases en las que se va a testar si la presencia de alcohol en Instagram tiene impacto en sus creencias, actitudes y conductas, así como la eficacia del método educativo testado. La mitad de los sujetos sigue un proceso de toma de conocimiento de la presencia de alcohol en esta campaña de Instagram y luego participa en un proceso interactivo de discusión según el método formativo dialógico-crítico. Los resultados muestran que este método educativo es eficaz. Los sujetos del grupo control que no siguen el método no modifican su conducta en Instagram. En cambio, el grupo experimental toma conciencia de la presencia enmascarada del alcohol en Instagram. Estos sujetos tienen una autopersuasión que hace que modifiquen favorablemente su actividad entre la fase de pre-test y la fase post-test pues cambian sus actitudes y conductas hacia el alcohol. Estos resultados tienen el interés de mostrar que el método formativo dialógico-crítico puede ser aplicado favorablemente para implementar campañas y acciones educativas de lucha contra la adicción al alcohol entre los jóvenes.

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Fuente de los datos: Dialnet