| Abstract: | Adolescents have different communication styles for acquiring information about birth control from a mass medium--interactant or noninteractant, depending on whether they involve communication with others in the process of media use. Three interactant styles are identified: a home-oriented style, where communication is primarily with immediate members and friends; a peer-oriented style, where communication is primarily with own-age peers and personal friends; and multi-source user, where communication is with more than one cluster of sources and the majority of one's communication is not with any particular source. The noninteractant style identified is a media-oriented style, where the adolescent relies exclusively on the mass media for information acquisition without communicating with anyone about the content or process of learning. Data suggest that the interactant style, especially for the multi-source user, is most beneficial for new learning. Gender and the presence of siblings at home are important moderators of the relationship between communication styles and knowledge of birth control. For example, females with a media-oriented style know more about birth control than females with a home-oriented style. Implications of the findings for the delivery of birth control information to adolescents are discussed. |
