Dissertation

Tuning in! A short term impact assessment of a television series about heart health

Piscopo, Suzanne Maria

1993

Overview

The overall purpose of this study was to assess the short term impact of a television series about heart health entitled 'The Rhythm of Health'. The major objective was to measure changes in the heart health-related knowledge, attitudes, and current and intended behaviours of a selected group of adult workers. The quantitative findings from the study revealed that, within a relatively well-educated group of people, mainly women between the ages of 31-59 years, working in diverse occupational fields, and who where fairly healthy, active and light television viewers, there was an overall improvement in the scores measuring heart health-related knowledge, attitudes and current and intended behaviour, after exposure to the television series. From the qualitative data collected, it emerged that message content and delivery features most frequently identified as possibly enhancing the impact of health education T.V. series were credibility, lucidity, and supportiveness of the spokespersons; sensitivity to the audience's socio-economic and cultural background; the use of demonstrations or mini-interviews with respected or ordinary people from the community; and clarity, conciseness, and flow in the quality of the production. (Abstract shortened by UMI.)

• Publisher: ProQuest Dissertations & Theses
• Subject: Continuing education / Health education / Mass communications / Mass media
• ISBN: 0612103846, 9780612103849