Beyond Individual-Level Theorizing in Social Norms Research: How Collective Norms and Media Access Affect Adolescents' Use of Contraception.

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  • Author(s): Sedlander E;Sedlander E; Rimal RN; Rimal RN
  • Source:
    The Journal of adolescent health : official publication of the Society for Adolescent Medicine [J Adolesc Health] 2019 Apr; Vol. 64 (4S), pp. S31-S36. Date of Electronic Publication: 2019 Mar 20.
  • Publication Type:
    Journal Article; Research Support, Non-U.S. Gov't
  • Language:
    English
  • Additional Information
    • Source:
      Publisher: Elsevier Country of Publication: United States NLM ID: 9102136 Publication Model: Print-Electronic Cited Medium: Internet ISSN: 1879-1972 (Electronic) Linking ISSN: 1054139X NLM ISO Abbreviation: J Adolesc Health Subsets: MEDLINE
    • Publication Information:
      Original Publication: New York, NY : Elsevier, c1991-
    • Subject Terms:
      Social Norms*; Contraception Behavior/*statistics & numerical data ; Mass Media/*statistics & numerical data; Adolescent ; Developing Countries ; Ethiopia ; Female ; Health Knowledge, Attitudes, Practice ; Health Surveys ; Humans ; Male ; Tanzania ; Young Adult
    • Abstract:
      Purpose: The role of mass media in promoting social norms surrounding contraceptive use among adolescents in developing countries has not received much attention. Hence, program planners have little guidance on how to design media messages that take advantage of existing social norms in promoting contraceptive use.
      Methods: We analyzed data from the Demographic and Health Surveys in Ethiopia and Tanzania, restricting our sample to 15- to 24 year-old adolescents (N = 6,230 and N = 5,138, respectively). We proposed and tested the hypotheses that collective norms around contraception use would be associated with individual contraception use in that area and that this relationship would be stronger when media use is low, than when media use is high. Logistic regressions were run to predict individual-level contraception use from collective norms for contraception use, media use, and their interaction, controlling for age, urban versus rural location, marital status, wealth, and education, taking into account intraclass correlations within clusters.
      Results: Collective norms were associated with individual contraception use in both samples. Media use attenuated the association between collective norms and contraception use in Ethiopia but not in Tanzania. (β = -.22, p = < .01 in Ethiopia and β = -.08, p = .10 in Tanzania).
      Conclusions: Mass media can serve as external agents of change to attenuate the impact of collective norms on individual behavior. A deeper examination of how and why media use attenuates the relationship between collective norms and individual contraception use in some subpopulations more than others is warranted.
      (Copyright © 2019 Society for Adolescent Health and Medicine. Published by Elsevier Inc. All rights reserved.)
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    • Contributed Indexing:
      Keywords: Adolescent health; Collective norms; Contraceptive use; Mass media
    • Publication Date:
      Date Created: 20190328 Date Completed: 20200910 Latest Revision: 20200910
    • Publication Date:
      20231215
    • Accession Number:
      PMC6426727
    • Accession Number:
      10.1016/j.jadohealth.2018.12.020
    • Accession Number:
      30914165