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Reaching high-risk adolescents through modern media in e-public sexual health

Lehmann, Irina (2013) Reaching high-risk adolescents through modern media in e-public sexual health.

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Abstract:Background. More and more adolescents primarily use online resources such as serious games, social networks and mobile applications to find answers on all kinds of questions about sexual health. Therefore exists the current Dutch national program named ‘Sense’ for improving sexual health of young adults under 25 years in Public Health Services which consists of the national website Sense.info and face-to-face counseling at the regional municipal health services (GGD’s). Several studies among young adults show that the current use of the Sense program is limited due to the lack of awareness of this services, especially by the high-risk adolescents (low social economic status and/or of foreign background) between 12 and 25 years which are the target group of this study. Aim. The purpose of this study is on the one hand getting insight in how modern media should be used to promote sexual health service such as Sense, by the high-risk group and on the other hand exploring how the use of these services could be stimulated within the theoretical framework of persuasive design features. Method. In this qualitative study 37 adolescents were interviewed in the terms of four focus groups on their needs and opinions with regard to the use of modern media for sexual health. An analysis of the influence of persuasive factors on the use of modern media was done. Results. Adolescents have a positive attitude towards the use of modern media for the search of sexual information. The level of familiarity of the modern media applications of Sense and the Sense campaign is very low. For the search of information about sexuality and for getting in contact with health services the adolescents prefer modern media, which offer a high level of anonymity, interactivity and mobility. According to the young adults social networks are not so suitable for these purposes and can be better used for the promotion of Sense through advertisements. Reliability of the proposed information and a professional and attractive visual appeal of the media are of particular importance for the high-risk adolescents. Conclusion. On the sexual domain young adults prefer modern media like mobile applications which can be used mobile and privately. Social networks like Facebook must be regarded as a promotion channel for the facilitation of the level of familiarity with public ehealth services. Combining various features of interactive media and social networks in one new medium that considers the privacy of the user could be a challenge for reaching high-risk adolescents.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
Link to this item:http://purl.utwente.nl/essays/64186
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