NCJ Number
131535
Journal
Alcohol, Drugs and Driving Volume: 6 Issue: 2 Dated: (April-June 1990) Pages: 61-81
Date Published
1990
Length
21 pages
Annotation
The use of mass communications in drinking-driving programs illustrates a belief in its power to influence individual behavior.
Abstract
Communication by "magic bullets," delivered by the direct stimulus-response model, is evolving toward a more "global" approach, but the actual impact of mass communication remains unproven because of a lag in the development of adequate evaluation techniques. This review suggests a "global" approach which recognizes the interrelationship of mass communications with other systems (such as social, cultural, economic, and political) that potentially impact on individuals. 78 references (Author abstract)