Promoting Youth Health by Social Empowerment: A Media Campaign Targeting Social Capital

Abstract

This article reports on a public health campaign that aims to promote social ties and social trust as a means to improve the health of youths. Analyses on data from telephone survey interviews at baseline, Year 1, and Year 2 consider the trends and predictor patterns of 2 traditional social capital measures—civic perceptions and civic participation. Civic perceptions increased over the course of the focal media campaign, whereas civic participation remained constant. Civic participation was positively associated with TV and newspaper campaign recall at Year 1, whereas both civic participation and civic perceptions were positively associated with TV and newspaper campaign recall at Year 2. In addition, newspaper and TV news use play positive roles in predicting the 2 social capital measures at Year 1 and Year 2. The findings are discussed in terms of literature in the areas of public health and mass communication.