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Communication Research
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Gender as a Variable in Interpretation of Alcohol-Related Messages

Julie L. Andsager

Erica Weintraub Austin

Bruce E. Pinkleton

Research suggests that adolescents employ logic and emotion in processing media messages. Gender schema theory argues that gender roles are internalized by adolescence; gender should thus affect information processing. This study exposed 578 ninth and twelfth graders to eight alcohol-related messages. Boys found individualistic messages in alcohol advertising more persuasive and memorable, and girls were more persuaded by collectivist messages in public-service announcements. The findings suggest that gender should be incorporated in models attempting to understand how adolescents analyze messages.

Communication Research, Vol. 29, No. 3, 246-269 (2002)
DOI: 10.1177/0093650202029003002
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