dissertation presentation ua

DISSERTATION THESIS | MCMM | University of Aveiro TATIANA GONCALVES| 45057 Supervisors - Dr. Ana Isabel Veloso

Dr. Vassiliki Zisi

Audiovisual for Health Promotion: smoking cessation case

July, 13, 2010

AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE

RESEARCH PROBLEM

RESEARCH QUESTIONS

Research questions

Research problem

What learning and communication theories and behavior model can be included in the conceptualization of audiovisual materials to help in a smoking cessation program?

How can audiovisual materials embedded in therapeutical sessions contribute to a Smoking Cessation Program?

The use of anti-smoking messages in movies, on televisions, short videos and others, is still explored, empirical studies can provide a rich source of information about the impact of audiovisual materials as a direct reinforcement for behavior change on smoking cessation programs.


AIMS AND OBJECTIVES

Aims

Contribute to conceptualize and evaluate audiovisual materials in video formats as a support for therapeutic programs, specifically those against tobacco use and evaluate it using the advice of experts and smokers.


AIMS AND OBJECTIVES

Research the use of learning theories in designing of videos for smoking cessation program.

OBJECTIVESUnderstand how model of behavior change Transtheoretical Model and Persuasion Theory combined to Elaboration Likelihood Model, can be include for conceptualization of audiovisual materials.

Perceive the potential of use of audiovisual materials on treatment sessions for therapeutic purposes.


RESEARCH METHODOLOGY

Case study 3 ( vídeos )

“Relaxation Techniques”

“Motivation to Practice Exercises”

“Passive Smoking”

DATA COLLECTION

Sample – Groups A and B

Data collection method - quantitative and qualitative

Data acquiring instruments – questionnaire and interview

EXPLORATORY METHOD

REVIEW OF LITERATURE

Learning theories

Behaviorism - Taylor, Miller& Plant, 1994 ; Cole, Bonem,2000.

Cognitivism - Piaget , 1948; Smith, 1995.

Constructivism – Piaget 1948; Dick, Carey 2001 ;

Immediate feedback, positive examples, the individual repeat a certain behavior

Questions and clarifications; examples and practice;

Participation promotion Immediate feedback; positive examples; forcing the individual to repeat a certain behavior;

Model for behavior change

Transtheoretical Model -James Prochaska , Carlo DiClemente ,1980; Weinberg & Gould, 2000.

Stages for behavior change (precontemplation, contemplation, preparation, action, maintenance and termination)

Communication theory for behavior change

Persuasion theory - Castro, Franco , 2002.

Elaboration Likelihood Model - Petty & Cacioppo, 1981

Media communication for health promotion - Rubin, 1993

Media uses and effects, Stimulus and decode the message .

Process of development of the information (Motivation, decodification of the message and processing of the message) , ability and opportunity to process the information

Examples of media for health promotion (audiovisual, multimedia interactive, multimedia application with visual components and interactive)

THEORETICAL FRAMEWORK


STUDY CONTEXTUALIZATION

VIDEO 1 “RELAXATION TECHNIQUES”

VIDEO 2 “MOTIVATION TO PRACTICE EXERCISES”

VIDEO 3 “PASSIVE SMOKING”


VIDEO’S PROTOTYPE EVALUATION - DATA COLLECTION PROCESS

SAMPLE DESCRIPTION - GROUPS A AND B

GROUP “A” - 10 SMOKERS

GROUP “B” - 5 EXPERTS

3 Psychologists and 2 Media

Age - 27 and 38 years

Gender – 4 Female and 1 Male

Psychologists - Smoking Cessation Programs

Media - Sound and Video Art, Visual Effects and Postproduction

Age - 25 and 39 years

Gender - 6 Male and 4 Female

N. of years as a smoker - 4 and 17 years

N. of cigarettes per day - 2 and 40 cigarettes

Stages of TTM - “Precontemplation” and “Maintenance”


VIDEO’S PROTOTYPE EVALUATION - DATA COLLECTION PROCESS

DATA ACQUIRING INSTRUMENTS

QUESTIONNAIRES - GROUP“A”

Questionnaires – 4 questionnaires

Smokers

Questionnaires – 4 questionnaires

Smoking cessation experts

Media experts Q8 – Evaluation ( Videos 1, 2 and 3)

QUESTIONNAIRES - GROUP“B”

Q5, Q6 and Q7 – Evaluation (Videos 1, 2 and 3)

Q1 – Sample description

Q2 – Video 1 “Relaxation Techniques”

Q3 – Video 2 “Motivation to Practice Exercises”

Q4 – Video 3 “ Passive Smoking”


DATA ACQUIRING INSTRUMENTS

INTERVIEWS

INTERVIEW - GROUP“A” and “B”

Smokers

Smoking cessation and media experts

Problems and suggestions ( Videos 1, 2 and 3)

Theories and Models presented in the videos, video’s messages, problems and suggestions

( Videos 1, 2 and 3)


VIDEO’S PROTOTYPE EVALUATION

SETUP OF PRESENTIAL CONTEXT

GROUP “A” and “B”

A total of 15 sessions

Total of 2 hours and 15 min made in person

20 minutes for answer each questionnaire and 20 minutes for each interview

The test sessions took place at the office during 3 days period beginning on June 27 , 2010.


RESULTS – QUESTIONNAIRES

SAMPLE OF SMOKERS

IQ AQ SQ IQ AQ SQ IQ AQ SQ

70%

60%

80% 80%

70%

60%

70%

80%

60%

30% 30%

10%

20%

30%

40%

20%

10%

40%

0%

10% 10%

0% 0% 0%

10% 10%

0%0% 0% 0% 0% 0% 0% 0% 0% 0%

QUALITY OF VIDEO'S IMAGE, AUDIO AND STORYTELLING

definitely yes maybe yes maybe no definetily no

V1 - Relaxation Techniques V2 - Motivation Exercises V3 - Passive Smoking

IQ - Image Quality AQ - Audio Quality SQ - Storytelling Quality

smok

ers s

ampl

e


RESULTS - QUESTIONNAIRES

SAMPLE OF SMOKERS

Vídeo 1 - Relaxation Tecniques Vídeo 2- Motivation Exercises Vídeo 3- Passive Smoking

30%

50%

10%

40% 40% 40%

20%10%

30%

10%0%

20%

LEVEL OF CONVINCEMENT OF THE VIDEO'S MESSAGES

definitely yes maybe yes maybe no definitely no

smok

ers s

ampl

e

Vídeo 1- Relaxation Tecniques Vídeo 2 - Motivation Exercises Vídeo 3 -Passive Smoking

70%

50%

10%

20%

40% 40%

0%

10%

40%

10%

0%

10%

CONTRIBUTION'S LEVEL OF EACH VIDEO TO THE SMOKING CESSATION EFFORT

definitely yes maybe yes maybe no definitely no

smok

ers s

ampl

e


RESULTS - QUESTIONNAIRES ( QUALITATIVE)

SAMPLE OF SMOKING CESSATION EXPERTS

Vídeo 1 - Relaxa

tion Tecniques

Vídeo 2 - Motivation Exe

rcise

s

V

ídeo 3 -Passi

ve Smoking0

0.51

1.52

2.53

IMPORTANT FEATURES IN PERSUASIVE MESSAGES

positive examples narrative motivation messagestext messages information pictures

smok

ing

cess

ation

sam

ple


RESULTS - QUESTIONNAIRES

Series10

0.5

1

1.5

2

2.5

3

CONTRIBUTES FOR SMOKING CESSATION PROGRAM

visual images, sound and narrative information messages positive examples audio

narrative visual messages pictures history

text information

Video 1 Video 2 Video 3 Relaxation Techniques Motivation Exercises Passive

Smoking

smok

ing

cess

ation

sam

ple

SAMPLE OF SMOKING CESSATION EXPERTS


RESULTS - QUESTIONNAIRES ( QUALITATIVE)

SAMPLE OF MEDIA EXPERTS

Vídeo 1 - Relaxa

tion Tecniques

Vídeo 2 - Motivation Exe

rcise

s

Vídeo 3 - Passi

ve Smoking0

1

2

3QUALITY GENERAL ASPECTS OF THE VIDEOS ( MEDIA EXPERTS)

light music settings colors pictures

med

ia s

ampl

e

0

0.5

1

1.5

2

2.5

3QUALITY OF VISUAL PLANS

medium plans close ups different plans simple plans open plans

med

ia s

ampl

e


SAMPLE OF MEDIA EXPERTS

Vídeo 1- Relaxation Tecniques

Vídeo 2 - Motivation Exercises

Vídeo 3 - Passive Smoking

0

0.5

1

1.5

2

2.5

3

QUALITY OF TECHNIQUE DIMENSIONS

audio edition pos production

med

ia s

ampl

e

V1 - Relaxation Tecniques0

0.5

1

1.5

2

2.5

3

QUALITY OF NARRATIVE STRUCTURE

language stimulation decode the message information simple language and narrative

V2 -Motivation Exercises V3 - Passive Smoking

med

ia s

ampl

e


RESULTS - INTERVIEWS

SAMPLE OF SMOKING CESSATION AND MEDIA EXPERTS

Series10

1

2

3

4

5

THEORIES AND MODELS ( VIDEOS 1, 2 and 3)

Construtivism

Behaviorism

Cognitivism

Persuasssion

TTM

ELM

Constr Behav Cogn Persuasion TTM ELM

sam

ple

answ

ers



SAMPLE OF SMOKERS, SMOKING CESSATION AND MEDIA EXPERTS

MG A I S SE VO P N0% 1% 0% 0% 0%

13% 13%

0%

7%

0%

33%

0% 0%6% 6%

13%

0%

27%

0%

27%

13%

0% 0% 0%

IMPROVEMENTS SUGGESTED BY THE SAMPLE

smoking cessation experts media experts smokers

V1 - Relaxation Techniques V2 - Motivation Exercises V3 - Passive Smoking MG - Motion Graphics A - Animations I - Interview S - Shock SE - Special Effects

VO - Voice Over P- Pictures N - Narrative

smok

ers

sam

ple



SAMPLE OF SMOKERS, SMOKING CESSATION AND MEDIA EXPERTS

Music voice phrases

13%

27%

7%7%13%

0%0%

20%

0%

PROBLEMS IDENTIFIED BY THE SAMPLE

smoking cessation experts media experts smokers

Video 1 - Relaxation Techniques Video 3 - Passive Smoking


CONCLUSIONS

(1) The learning theories and behavior model (Transtheoretical Model) combined to Persuasion Theory and Elaboration Likelihood Model can be included in the conceptualization of videos for a smoking cessation program;

(2) The union of the elements based on these theories and models (the process of learning, participation, motivation and persuasive messages) integrated in the videos can provide immediate feedback with smokers

(3) The visual language and narrative, as well as technical dimensions are appropriated to present and decode the message in these specific audiovisual products.


LIMITATIONS AND PROBLEMS

Small sample size

Language problems (none of the individuals has English as main language, turned the communications a bit difficult)

The lack of audiovisual professional equipments and appropriate staff influenced the conceptualization of the video project.

The absence of recording studio had a significant impact for the development of the video “Relaxation Techniques” affecting the quality of

this video.

As an alternative solution for attends the recommendations of the Program, a second version of this video was created.

Two changes were made: i) a voice over (VO) was inserted ii) new sounds tracks (meditation songs and relaxation) were selected and inserted to provide the

presentation of techniques more attractive for audience (smokers).


FUTURE RESEARCH

The development of documentaries with real histories can contribute for the discussion of the tobacco addiction problem.

Compare the effectiveness of the current videos with other videos with shocking pictures

.

Compare the effectiveness of the current videos with other videos with 2d and 3d animations, persuasive messages and shock pictures.

dissertation presentation ua

Technology

health promotion audiovisual

b smokers smoking cessation

health promotion rubin

model of behavior

use of antismoking messages

videos messages

suggestions videos

vassiliki zisi audiovisual