Influence of Positive and Negative Film Portrayals of Drinking on Older Adolescents' Alcohol Outcome Expectancies

Abstract

College students (76 females. 32 males) were shown videotaped clips from popular films depicting either (a) desirable outcomes of drinking distilled spirits, (b) undesirable outcomes of drinking distilled spirits, or (c) no portrayals of distilled spirits. After presenting the film clips, we assessed their alcohol outcome expectancies and intentions to drink alcoholic beverages in the next week Participants in the positive film condition endorsed more positive expectancies than did participants in the control condition, and participants in the positive and negative film conditions endorsed more negative expectancies than did the participants in the control condition. Intentions to drink distilled spirits in the next week did not differ by film condition.

The Effect of Positive and Negative Movie Alcohol Portrayals on Transportation and Attitude Toward the Movie

“…Transportation theory suggests that persuasion might depend more on the context of the (alcohol) events in a movie than merely the number of the events (Green and Clark, 2012). Research has shown that depictions of alcohol in a positive context indicated more favorable attitudes and dispositions related to the use of alcohol than negative depictions of alcohol consumption (Kulick and Rosenberg, 2001;Mo Bahk, 2001). In addition, studies of Koordeman and colleagues (2011) and Engels and colleagues (2009) showed that people consume more alcohol when exposed to a movie with alcohol portrayals compared to when there were no alcohol portrayals.…”

“…There is some evidence for differential effects of positive (e.g., party, dinner) and negative (e.g., drunkenness) alcohol portrayals on alcohol-related cognitions (de Graaf, 2013;Kulick and Rosenberg, 2001;Mo Bahk, 2001;Russell et al, 2009;Slater and Jain, 2011). Experimental and correlational studies have shown that people who were exposed to movies/series with negative consequences of alcohol had more negative attitudes and expectancies concerning alcohol (Green and Clark, 2012;Russell et al, 2009;Slater and Jain, 2011), whereas exposure to positive consequences led to more positive attitudes about the effects of alcohol (Kulick and Rosenberg, 2001;Mo Bahk, 2001). To further unravel the relation between positive or negative portrayals and alcohol-related behaviors, it is essential to establish the effects of alcohol portrayals on transportation into and evaluation of the movie.…”

The effects of risk-glorifying media exposure on risk-positive cognitions, emotions, and behaviors: A meta-analytic review.

“…Ashby & Rich, 2005), such as alcohol consumption. Kulick and Rosenberg (2001) found that individuals who were exposed to movie sequences featuring positive images of drinking had more positive alcohol outcome expectancies than participants in a control condition who did not view alcoholpositive imagery. These effects have also been found for smoking: Hines et al (2000) asked participants to rate popular movie actors who had either smoked or not in a viewed film sequence.…”

“…Several studies have shown a positive connection between exposure to risk-glorifying media content and risk-taking inclinations (e.g., Fischer et al, 2009;Hines, Saris, & Throckmorton-Beltzer, 2000;Kulick & Rosenberg, 2001). However, some researchers have not observed such a connection (e.g., Brown & Newcomer, 1991;Chapin, 2000).…”

Let Your Conscience Be Your Guide: Smoking and Drinking in Disney's Animated Classics

“…The annual Monitoring the Future Study (as cited in AAP Committee on Substance Abuse, 2001) of alcohol and drug use by American students has shown consistently alcohol is the drug most often used and abused by children and adolescents. In Kulick and Rosenberg's (2001) study, people who viewed positive portrayals of drinking, such as laughing, singing, dancing, and companionship, were more positive about drinking alcohol. In Robinson, Chen, and Killen's (1998) study the results suggested that young adolescents' overall exposure to media containing representations of alcohol use is associated with increased risks of starting to drink.…”