Race, Digital and Traditional Media, and Public Relations Health Campaigns

Abstract

Applying situational theory to adolescent health contexts, this study examines whether race, medium use, and involvement may serve as significant determinants of information seeking and processing in conjunction with constraint and problem recognition. Analysis of a cross-sectional survey among 452 adolescents showed that problem recognition was positively related to information processing and seeking. Constraint recognition was positively related to information seeking, but not information processing. Involvement was positively related to information seeking and both media and interpersonal information processing. Findings support the importance of considering racial diversity in audience segmentation. Non-whites were more likely than were whites to actively seek information. Print media use was more predictive of information seeking and processing than was Internet, television, or radio use. Implications for audience segmentation in public health campaigns are discussed.