Young Women's Responses to Narrative and Pictorial Messages About Indoor Tanning: A Qualitative Study Public Deposited

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Last Modified
  • March 19, 2019
Creator
  • Lane, Stephanie
    • Affiliation: Hussman School of Journalism and Media, Mass Communication Graduate Program
Abstract
  • This study examined perceptions of indoor tanning behavior and anti-tanning messaging among college-aged women in order to better understand what types of messages and message elements might be effective in persuading young women to not tan indoors. Two focus groups were conducted with participants who tan indoors either currently or who have tanned indoors in the past. Participants discussed benefits and harms of tanning indoors, and the relative effectiveness of several narrative and non-narrative anti-tanning messages. The results of this study suggest that young women believe there to be significant benefits and harms from tanning indoors. Results also point to several strategies for future anti-tanning message design, including the importance of presenting a threat that is perceived as both real and highly possible for individuals who tan indoors, using key informants who have personal experiences with indoor tanning and its harmful outcomes, and with whom target audiences can identify.
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  • In Copyright
Advisor
  • Noar, Seth
  • Cates, Joan
  • Mayer, Deborah
Degree
  • Master of Arts
Degree granting institution
  • University of North Carolina at Chapel Hill Graduate School
Graduation year
  • 2015
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Place of publication
  • Chapel Hill, NC
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