Date of Award

2008

Document Type

Dissertation

Degree Name

Doctor of Education (EdD)

Department

Educational Leadership and Policy Studies

Abstract

The purpose of this research study was to ascertain the relative level of adoption of the use of web-based media by undergraduates, the results of which will be considered in the creation of health promotion messages and campaigns that are distributed through electronic means to a campus audience. The primary research conducted was a web-based survey of UVM undergraduates, inquiring about the extent to which they consume web delivered media programming, of both news and entertainment, and how they communicate with their peers. Through the use of descriptive statistics, it was learned that more than half of UVM undergraduates (58.7%) watch between one to five minutes of web-based video on a weekly basis, suggesting that the creation of video-based health promotion programming might indeed prove to be an effective approach to raising awareness and promoting behavior change for this population. Additional data reveals how much time respondents do a variety of media activities, as well as their most used means of communication with peers when not with them in person. The study concludes that there is a high enough adoption of the use of web-based media by undergraduates to warrant creating health promotion messages and campaigns that are distributed through electronic means to a campus audience.

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