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American Behavioral Scientist
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Media Literacy and Public Health

Integrating Theory, Research, and Practice for Tobacco Control

Rachel Gonzales

Deborah Glik

Mehrnaz Davoudi

Alfonso Ang

University of California–Los Angeles

The influence of mass media on the culture and health-related behaviors of youth has prompted health education and health promotion practitioners and researchers to turn toward media literacy approaches. In this article, development, implementation, and evaluation of a media literacy curriculum for tobacco control for high school students are discussed. Various theories from the field of public health are used to frame practice and research issues. A quasi-experimental research design was used to assess changes in tobacco-related knowledge, attitudes, and behaviors among students exposed to the curriculum. This type of evaluation approach has become de rigueur for assessing school-based curricula in both educational and public health fields.

Key Words: media literacy • tobacco prevention • adolescents • school based

American Behavioral Scientist, Vol. 48, No. 2, 189-201 (2004)
DOI: 10.1177/0002764204267263
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