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Journal of Interpersonal Violence
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What's this?

A Media Campaign Prevention Program for Child Sexual Abuse

Community Members' Perspectives

Shannon Self-Brown

Medical University of South Carolina

Alyssa A. Rheingold

Medical University of South Carolina

Carole Campbell

Medical University of South Carolina

Michael A. de Arellano

Medical University of South Carolina

This study examines the face validity and feasibility of materials included in a multimedia child sexual abuse (CSA) prevention campaign. A quantitative survey method assessed participants' comfort level, knowledge gain, and likelihood of behavioral change in response to the media campaign. Furthermore, a focus group method explored participants' attitudes and opinions regarding the campaign and the unique effects of ethnic or cultural norms on participants' acceptance of the media materials. Six groups, established based on participant ethnicity (i.e., three Caucasian groups, two African American groups, one Hispanic group), met at two sites in the Charleston, South Carolina, area. Quantitative data suggest that participants reported increased CSA knowledge and low levels of discomfort or anxiety related to exposure to the materials. Focus group results suggest that study participants, regardless of ethnic background, agreed that the media campaign can have a positive impact on public knowledge of CSA. Implications and directions for future research are discussed.

Key Words: child sexual abuse • prevention • focus groups • mass media

This version was published on June 1, 2008

Journal of Interpersonal Violence, Vol. 23, No. 6, 728-743 (2008)
DOI: 10.1177/0886260507313946
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