Philippine E-Journals

The Role of Broadcast Media in Attitude Change: A Pilot Study on a Campus-based Radio Program and its LGBT Advocacy

Jose Antonio R. Clemente | Cherrie Joy F. Billedo | Clarissa C. David

Discipline: Psychology

 

Abstract:

Can media-based initiatives decrease negative attitudes toward gay men? As part of an ongoing impact assessment of DZUP 1602’s radio program Psych o’ Clock Habit, this pilot study presents preliminary procedures, measures, and data in examining the effects of exposure to gay-themed episodes on adolescents’ knowledge about and attitudes toward gay men. Using a quasi-experimental pretest-posttest design, 73 university students listened to two gay-themed episodes (on coming out and experiences of pride and prejudice among gay men). Results suggest that the episodes were educational (there were knowledge gains), entertaining, and potentially effective in reducing prejudice. Limitations of the design and implications on the development and promotion of LGBT-affirmative programs in broadcast media are discussed.