Is popular radio a source of exposure to alcohol references in mid to later life? A content analysis

Abstract

Adults in the age group 55-64 may be exposed to references to alcohol that could serve to reinforce norms of consumption of alcohol and promote purchases of cheap alcohol.

Alcohol Advertising Regulation for the Adult Population: An Analysis of Distilled Spirits Radio Endorsements in Spain

“…In line with previous studies (Daykin et al, 2009;Graham & Adams, 2014;Haighton et al, 2017;Noel et al, 2017), this investigation shows that spirits mentions encourage excessive intake. Some sportscasters insistently claim that the brand in question is consumed by everybody, at all times, and everywhere in the world.…”

“…Regarding the association of alcohol consumption with improved physical performance, social success, or health, and in line with previous research (Daykin et al, 2009;Donovan et al, 2007;Haighton et al, 2017;Jones et al, 2010;Jones & Donovan, 2001;Noel et al, 2017;Pettigrew et al, 2012), this investigation has detected a predominant use of appeals connected with social success and winning. Graham & Adams (2014) describe the case of a television commentator, an ex-professional footballer, who suggested that alcohol consumption could be linked to the winning team, taking for granted the subsequent hangover.…”

“…Daykin et al (2009) analyzed a total of 244 comments made by presenters on six music radio stations with a young audience, to conclude that most of them encouraged drinking, and even excessive drinking in 13% of cases. More recently, Haighton et al (2017) analyzed alcohol references made on four popular music radio stations with a high proportion of listeners aged 55-64, concluding that 73% of comments made by presenters promoted drinking, in many cases linking alcohol consumption with partying and socializing. In this context, the general objective of this investigation is to analyze the presence and compliance with current legislation of distilled spirits mentions on news/talk radio stations with an adult audience.…”