Investigating the potential of peer-to-peer communications in Australian bullying campaigns targeting youth

McWilliam, Kelly and King, Robert and Drennan, Judy and Cunningham, Stuart (2016) Investigating the potential of peer-to-peer communications in Australian bullying campaigns targeting youth. Communication Research and Practice, 2 (2). pp. 213-228. ISSN 2204-1451

Abstract

Bullying is now recognised as a public health issue with well-documented impacts on mental health and wellbeing. In recent years, campaigns and interventions designed to reduce bullying, particularly among youth, have increasingly focused on digital media and social media in particular. The increased focus on social media has allowed a concomitant consideration of peer-to-peer communication as a means of facilitating behaviour changes. This paper hypothesises that anti-bullying campaigns employing peer-to-peer communications will be more effective than those without a (or with a limited) peer-to-peer component. To test this hypothesis, we assessed the impact of two Australian anti-bullying campaigns using a repeated-measures approach on 849 people aged between 16 and 24. The campaigns examined were the Inspire Foundation's 'Bullying - Don't Stand By, Stand Up' campaign, which ran on Facebook between June-September 2011 and relied entirely on peer-to-peer communication, and the Australian Government's 'Bullying. No Way!' campaign: an information-based website that contained limited peer-to-peer components. The study found that while both campaigns effectively influenced attitudes towards bullying, the Facebook campaign rated more highly regarding 'honesty of message', suggesting peer-to-peer communication has a stronger resonance for young people.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty / Department / School: Current - Faculty of Business, Education, Law and Arts - School of Arts and Communication
Date Deposited: 15 Jul 2016 03:57
Last Modified: 18 Dec 2017 05:51
Uncontrolled Keywords: bullying; social media; digital media; peer-to-peer communication
Fields of Research : 20 Language, Communication and Culture > 2001 Communication and Media Studies > 200104 Media Studies
20 Language, Communication and Culture > 2001 Communication and Media Studies > 200102 Communication Technology and Digital Media Studies
20 Language, Communication and Culture > 2002 Cultural Studies > 200212 Screen and Media Culture
20 Language, Communication and Culture > 2002 Cultural Studies > 200299 Cultural Studies not elsewhere classified
Socio-Economic Objective: C Society > 95 Cultural Understanding > 9502 Communication > 950204 The Media
C Society > 92 Health > 9204 Public Health (excl. Specific Population Health) > 920410 Mental Health
Funding Details:
Identification Number or DOI: 10.1080/22041451.2016.1185929
URI: http://eprints.usq.edu.au/id/eprint/28652

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