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
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.
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
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.
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
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.
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
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
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
STUDY CONTEXTUALIZATION
VIDEO 1 “RELAXATION TECHNIQUES”
VIDEO 2 “MOTIVATION TO PRACTICE EXERCISES”
VIDEO 3 “PASSIVE SMOKING”
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
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”
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
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”
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
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)
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
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.
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
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
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
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
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
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
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
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
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
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
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
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
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
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
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
RESULTS - INTERVIEWS
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
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
RESULTS - INTERVIEWS
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
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
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.
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
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).
AUDIOVISUAL FOR HEALTH PROMOTION: SMOKING CESSATION CASE
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.