Examining how presumed media influence affects social norms and adolescents' attitudes and drinking behavior intentions in rural Thailand

• Main Authors: Poorisat, Thanomwong, Ho, Shirley S., Neo, Rachel L., Detenber, Benjamin H.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2014
• Subjects: DRNTU::Social sciences::Communication::Audience research
• Online Access: https://hdl.handle.net/10356/104600; http://hdl.handle.net/10220/20219
• Institution: Nanyang Technological University

This study uses the influence of presumed media influence (IPMI) model as the theoretical framework to examine how perceived social norms (i.e., descriptive, subjective, and injunctive norms) will mediate the influence of pro- and anti-drinking media messages on adolescents’ intention to consume alcohol in rural Thailand. Data collected from 1,028 high school students indicate that different mechanisms underlie drinking intentions between non-drinkers and those who have consumed alcohol or currently drink. Among non-drinkers, perceived peer attention to pro-drinking messages indirectly influenced adolescents’ pro-drinking attitudes and intentions to consume alcohol through all three types of perceived social norms. Among drinkers, perceived peer attention to both pro- and anti-drinking messages indirectly influenced adolescents’ pro-drinking attitudes and intentions to drink alcohol through perceived subjective norm. The findings provide support for the extended IPMI model and have practical implications for how anti-drinking campaigns targeted at teenagers in Thailand might be designed.