Campus-Wide Multimedia Campaigns to Reduce Student Misperceptions of AOD Norms

This session will present an innovative approach to proactive prevention that focuses on changing students' perceptions of peer AOD use and campus culture. The existence of exaggerated perceptions of peer norms on most campuses is becoming more widely accepted among prevention specialists. National research has clearly linked these exaggerated perceptions to higher levels of AOD abuse among students who hold them. Programs employing techniques such as student workshops and mass-media advertising to reduce misperceptions have shown promise in reducing this abuse. Based on this theoretical foundation the presenters of this session will introduce new techniques to reduce misperceptions and promote greater discussion and awareness of positive student norms. In particular, new models for AOD prevention campaigns will be unveiled that use electronic communications networks and multimedia platforms to address misperceptions in campus environments. This session will demonstrate how campus microcomputing and communication networks can be used to incorporate and enhance proactive advertising, information distribution on actual peer norms, and curricular infusion work that may be taking place in other ongoing prevention efforts. The session will provide a demonstration of online multimedia programs that have been developed and pilot tested in an undergraduate environment. These multimedia programs provide proactive information to students in a variety of formats including interconnected student video and data presentations and interactive scripted scenes. Preliminary evaluation data on the project will be presented.

References:

Haines. M., and S. F. Spear 1996 Changing the Perception of the Norm: A Strategy to Decrease Binge Drinking Among College Students. Journal of American College Health 45:134-140.

Perkins, H. W. 1994 Confronting misperceptions of peer drug use norms among college students: An alternative approach for alcohol and other drug education programs." In FIPSE Drug prevention programs in higher education training institute manual (4th edition), ed. L. M. Grow, 453-473. Fund for the Improvement of Post Secondary Education, U.S. Department of Education.

Perkins, H. W., and A. D. Berkowitz 1986 Perceiving the community norms of alcohol use among students: Some research implications for campus alcohol education programming. International Journal of the Addictions 21: 961-976.

Perkins, H. W., and H. Wechsler 1996 Variation in Perceived College Drinking Norms and Its Impact on Alcohol Abuse: A Nationwide Study. Journal of Drug Issues 26 :961-974.

Prentice, D. A., and D. T. Miller 1993 Pluralistic ignorance and alcohol use on campus: Some consequences of misperceiving the social norm. Journal of Personality and Social Psychology 64:243-256.