Understanding and Engaging Key Influencers of Youth in High-Risk Urban Communities

Abstract

A literature review was conducted on behalf of the Centers for Disease Control and Prevention to inform the development of the communications component of a teen dating violence prevention initiative entitled Dating Matters: Strategies to Promote Healthy Teen Relationships. The review aimed to identify who influences youth in high-risk urban communities and how to best engage them. Sources included published peer-reviewed studies supplemented by publicly available data, research, and trend reports. The review identified four core influencer groups: peers, mass media, role models/mentors, and parents. Peers have a unique influence, especially with regard to dating and dating violence, which teens are more likely to discuss with peers than adults. Mass media is another key influence because of this audience’s high rates of media consumption and because it can deliver messages directly to youth. Role models and mentors—for example, family members, other known individuals, and media figures—all have a strong impact on the values, attitudes, and behaviors of our audience. Parents are also a critical source of influence, but poverty and communication challenges appear to weaken this influence. Understanding that teens prefer to talk to peers about their dating experiences, value peer opinions on dating more than those of other influencers, and are more likely to conform to peer norms than parent beliefs, it is recommended that the communications component of Dating Matters leverage the power of peer influence and incorporate it into a direct-to-youth communication strategy. Influencer-to-youth programming that provides parents and mentors with communications skills training may be an important complement to this approach and can be provided through other components of the Dating Matters initiative.