Motivating Attitude Change: A Content Analysis of the C-word PSAs and their adherence to Health Belief Model and Social Cognitive Theories

摘要

The purpose of the study was to perform a content analysis on the C-word PSAs to determine if the campaign motivated attitude change and adhered to Health Belief Model and Social Cognitive Theory in designing the messages. Purposive sampling was used in selecting the 7 PSAs that were released during the campaign period. Three coding sheets were used in performing content analysis. The study found out that the 7 PSAs contained messages of persuasion, awareness and instruction. The campaign applied some concepts of the Health Belief Model and Social Cognitive Theory. The study concluded that since there were concepts from HBM and SCT, then the PSAs motivated attitude change towards contraceptives among the youth. It recommended that all concepts from HBM and SCT should be applied to motivate attitude change in the target audience. Key words : content analysis, PSAs messages, contraceptives, attitude change.