MOVING TOWARDS PHYSICAL ACTIVITY EQUALITY: HOW MESSAGE FRAMING IMPACTS YOUNG ADULT FEMALE BELIEFS AND INTENTION TO ENGAGE IN MOVEMENT BEHAVIORS

Abstract

Physical activity is beneficial for overall health, but still women are less active than men worldwide. It is important to understand how message framing may be a tool to improve this physical activity disparity. This study inserts itself in the overarching inquiry, why do some and not others engage in physical activity or exercise? The Reasoned Action Approach and Framing Theory are utilized to explore this inquiry and answer: 1) What are the young adult female beliefs that influence intention to engage in exercise after viewing four differently framed exercise advertisements? 2) Which messaging frame for an exercise advertisement most significantly impacts young adult female intention to engage in exercise behavior? Such research is integral in addressing the diverse needs of females to promote physical activity. Findings can then be applied in public health communication to increase female physical activity engagement. This study utilized a concurrent complimentary mixed-methods design. Cross-sectional survey data was collected from 177 young adult females at a large public Midwestern university. Subjects reported level of intention to engage in advertised exercise behaviors for four differently framed exercise advertisements: communal, agentic, appearance, and well-being. Data was analyzed using a linear mixed model with random effect for subjects. Focus group data was collected from 19 young adult female subjects at the same university. The focus group guide elicited participant beliefs influencing intention to engage in exercise behaviors after viewing the same advertisements. Data was analyzed with directed content analysis with predetermined coding structures based on belief constructs. Participants reported more positive beliefs that influence intention with the well-being framed advertisement. More negative beliefs were reported with the appearance framed advertisement. Participants of color believed seeing more representation of diversity in advertisements would make exercising easier. The well-being frame generated significantly more positive intention scores. These results indicate positive beliefs linked to a well-being frame and diverse imagery in movement advertisements can increase physical activity levels for females through increased intention. Such findings are essential to integrate inclusive communication strategies that promote participation in active lifestyles among women while creating more equitable health statuses as a result.